Brands that overlook inherently digital strategies are doomed to miss out on valuable connections with their consumers. The successful execution of digital marketing campaigns requires the adoption of innate digital strategies, but many marketers still fail to integrate them into their plans. Adopting the following three strategies will secure a brand boost in the increasingly complex and competitive world of digital marketing. (Partner Message).
Three strategies that will help you be successful in 2017 digital marketing.
Think mobile first. The so-called third screen is now the first screen. Brands need to adapt and start developing creative that is intended for the mobile screen and experience. This means that not only the message must be tailored, but bandwidth and processing constraints of today’s mobile networks and devices need also to be taken into consideration.
Users will reject mobile environments whose experience is not optimal and gravitate to platforms such as Facebook’s Instant Articles and Google’s AMP, which do away with intrusive, data-guzzling mobile ads. Advertising that disrupts the user experience is more often than not ignored and even blocked. Instead, focus should be shifted to advertising that enhances navigation, especially on the small screen. The brands that can breakthrough the technical challenges to deliver a high quality user experience will engage and ultimately connect with consumers.
Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition.Content Marketing
Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition.
Consumers listen to great storytellers because their messages are relatable. Recognizable stories resonate better. Therefore,marketers must tell their own brand stories in ways that are relatable and add value through content. Additionally, and equally important, brands need this content to drive scale, for this end it is crucial to produce content formatted for mobile devices and optimized for social distribution.
Simply put, in content marketing the brands that tell the most authentic stories at-scale are winning hearts and businesses. Leading brands are able to achieve the necessary scale thanks to partnerships with specialty digital publishers who speak to their targets with a familiar and trustworthy voice.
Real-time marketing probably marks the beginning of the end for the digital ad campaigns. It can take months to develop marketing and advertising messages, but when it comes to initiating conversations that take place on social media, marketers who are willing to have less structured, but much more impactful, real-time conversations appeal the most to their consumers.
Brands prepared to have social conversations 24/7 win out against their more premeditated counterparts, because today’s consumer is always-on and socially active. Smart marketers must master the art of producing effective live videos on social platforms like Facebook, Snapchat, Periscope, Instagram, and YouTube.
Digital ad spending has hit critical mass and mobile is no doubt eroding TV viewership. It is more important than ever for brands to understand the mobile user, create content that is relatable and deliver everything in a real-time, mobile-friendly manner, if they want to be ahead of the curve.
How have you employed any of these strategies in your digital marketing efforts? Follow the discussion on Portada’s Linked In Group.
This is the third article in a series presented by Batanga Media.
Branded Video Amplification: 5 Things You Need to Know (Learning from the REI – VIX Campaign)
Millennials and Branded Content 8 Infallible Ways Brands can Connect with Millennials