Online marketing is an essential part of your automotive marketing, and the online world is constantly changing.
You need to stay up to date, and connect with your customers over multiple modes of communication in order to be effective. We have some tips to help you out.
1. Connect Effectively with Online Leads
Many dealerships do not know how to reach out to online leads that visit their website or their social media pages. In order to draw in online visitors, place calls to action and signup forms on multiple pages of your website and on your Twitter and Facebook pages. Signup forms should allow visitors to subscribe to your marketing emails or text messages. Calls to action can encourage customers to download any inbound marketing resources that you offer, such as a car buying guide, or to click for a special promotional offer.
2. Keep your Social Media Pages Up to Date
Don’t try to be on every social media site online. Instead, focus on distributing quality content on a few of the most popular sites, such as Facebook. If your social media pages are stagnant, visitors will think your auto business is lazy or doesn’t care about its customers. An automated marketing solution can help you keep your pages current, without you having to manually update it all the time. Create posts and tweets in advance and schedule them to post over time.
3. Provide Useful Auto Dealership Marketing Resources
In order to truly engage your online customers, you need to provide valuable, relevant resources. These can include informative emails, text message coupons, auto maintenance tips, industry news, whitepapers and so on. These resources help to establish your auto dealership marketing as an automotive authority and create ongoing interest in your customers.
4. Use Automated Marketing to Personalize Marketing Campaigns
An automated marketing solution can be used to make your marketing campaigns highly personalized for each of your customers. A customer profile is created which stores customer preferences, vehicle history, purchase and auto maintenance history and individual customer dates. This information is used to send personalized promotional messages and maintenance reminders at exactly the right time. Personalized campaigns help to drive business back to your dealership and boost customer satisfaction.
5. Respond to Online Feedback Promptly
Just as you would quickly follow up with an in-person customer complaint or other feedback, you must also follow up with any online feedback. If a customer posts a comment on your Facebook or Twitter page, reply in a friendly and professional manner. Don’t ever start an argument with a customer on social media or it will come back to haunt you, and can even seriously damage your auto dealership reputation.
6. Gather Feedback Easily through Surveys
One of the most important aspects of any type of marketing, is to continually analyze your campaigns and see how they can be improved. Gaining useful customer feedback through online surveys is a simple way to learn what your customers want. Try to make survey questions simple and straightforward so your customers will be able to answer them clearly. Surveys can be sent out to customers after they visit the dealership in order to gauge their opinions about the service. Survey distribution and the gathering of information can be made much easier and more efficient with an automated survey tool.
7. Offer Special Marketing Promotions
Promotions and contests are very effective ways to engage customers. Many customers will go to your dealership over a competitor dealer if you have a special promotion going on. You can easily promote your contests, coupons and auto sales on your website and on your social media pages. Promotions are a great way to draw new and repeat business to your auto dealership.
8. Interact with Your Customers Online
This tactic is an excellent way of connecting with your customers, and works as a form of indirect marketing. Online communication, especially social media, is all about two way interaction between businesses and their customers. Pose questions, such as “What is your favorite song to listen to in the car?” Join conversations on Twitter by using hashtags (relevant keywords or phrases with the # sign in front of them) and contribute useful auto information. Communicating actively with your customers online shows that your auto dealership is active and engaged with its customers, and that you value your customers’ opinions.
9. Integrate Your Marketing Efforts
Your online marketing campaigns should go hand in hand in order to make the most of your budget and your efforts. Post signup forms on your website and social media pages that encourage visitors to subscribe to your email marketing newsletters and text message campaigns. Your email marketing newsletters should have social sharing and social following buttons that allow subscribers to easily share your content with a wider audience. Whenever you send out marketing messages, think about how you can integrate that message in with your other marketing efforts.
10. Create Videos
Videos are some of the most engaging things you can put on your website and social media pages. They are engaging, informative and interesting to your auto customers. Your auto videos can advertise your newest vehicles or special sales you are having, or they can be all about automotive tips and can provide your customers with information they can really use. Videos can also be easily shared so more people see them and you will bring in new business for your dealership.
Live video content is on the rise — in fact, 14% of marketers experimented with it in 2016, according to Social Media Examiner, and 43% plan to use interactive video this year, according to new survey data from Wyzowl.
While there are a ton of streaming sites and platforms out there, both Periscope and Facebook Live are among the most popular — and they have the numbers to prove it.
In its 2016 annual recap, Periscope noted that users watched 110 years of live video every day using the app. And just this New Year’s Eve, live streaming on Facebook reached record-breaking numbers around the globe:
In addition to Facebook Live and Periscope, Instagram and Twitter launched their versions of live video streaming in November and December 2016, respectively.
So where should you be planning to focus your live streaming efforts in 2017?
Good question. First and foremost, you’ll want to consider where your audience already spends time on social media — and try to connect with them on those networks.
As for what to broadcast, there are a lot of brands out there that are nailing this strategy across several use cases. For example, many brands are using Facebook, Instagram, and Twitter to live stream events. This approach aims to keep your followers engaged with your brand by bringing an event they otherwise might not be able to attend directly to their screens.
At INBOUND 2016, HubSpot shared Facebook Live interviews with speakers so our followers who couldn’t join us in Boston still had the opportunity to learn from the experts:
Brands can also use live video for customer service by hosting Q&A sessions and product demonstrations. These videos drive engagement because hosts can ask for comments, questions, and feedback from the audience.
Brands can also stream multiple live videos in a series, providing more opportunities for engagement, which Facebook said happens at a rate 10X higher with live videos. Here’s an example of a weekly series from Allure, where hosts demonstrate and review a new type of lipstick and ask the audience for questions and what they want to see in the next instalment:
This year, keep an eye out for new features rolling out to the different live streaming platforms to amp up your video strategy. For example, Facebook Live is launching 360-degree capabilities, which would be a neat way to record a crowded event, a beautiful landscape, or a behind-the-scenes tour.
(Read more about successful strategies for Facebook Live in this blog post.)
2) Brands will lean on messaging apps more than ever.
If you’re only thinking about messaging apps such as Facebook Messenger, WhatsApp, and WeChat as alternatives to traditional text messaging, think again — messaging apps are used by 4 billion users worldwide, and there’s tremendous opportunity for brands to leverage this presence.
More specifically, many brands are using messaging apps to communicate one-on-one with customers, which is completely changing the way customer service gets done. These apps provide a faster and easier way for customers to get the assistance they need, rather than being placed on hold or waiting for a returned email. Deploying messaging for customer service is more scalable and cost-effective for businesses, and by providing a better experience for the customer, brands can solve their problems quickly and retain them more easily.
For example, Hyatt uses Facebook Messenger for 24-hour customer service, where guests can make reservations, ask questions, and get recommendations for their trips:
HubSpot Vice President of Marketing, Meghan Keaney Anderson, predicts that messaging apps will eventually become a part of every online interaction. “Maybe we shouldn’t be thinking about messaging in terms of apps at all,’ Anderson notes, “but rather as an evolving infrastructure.”
So far, Anderson’s theory is well-supported by the stats: A quarter of all apps that are downloaded are abandoned after just one use — except for messaging apps. In 2017 and beyond, marketers should anticipate less social networking and more messaging for instant, real-time connection with audiences.
3) Social media ecommerce will become a powerful avenue for sales.
Facebook, Instagram, Twitter, and Pinterest offer ways for users to purchase products from directly within their apps, and Snapchat started testing and rolling out ecommerce features in the spring of 2016. Check it out below on Instagram:
According to a survey from Aimia, 56% of consumers said they followed brands on social media to browse products for sale, and 31% of online shoppers say they’re using social media specifically to look for new items to purchase.
Brands should leverage these shopping habits when thinking about their social media strategy for 2017. People come to social media to interact with interesting content, so instead of sharing a photo of a product on Instagram with a “Buy Now” call-to-action, share gift ideas and product trends (24% and 16% of survey respondents relied on social media for these, respectively) and encourage online shopping without directly asking for it.
Another idea? Product demonstration videos on social media. According to research from Animoto,4X as many customers prefer to watch a video about a new product, so share them on social media to encourage online shoppers. Here’s an unconventional “Will It Blend?” product demonstration from Blendtec to get the wheels turning:
4) Virtual reality will find its way into more and more marketing experiences.
Virtual reality is still new to the marketing scene, and in 2017, we predict the market will get even more popular. What’s unique about virtual reality is that it encourages engagement by offering an immersive, memorable experience unlike any other medium — and brands are quickly recognizing that value.
For example, TOMS uses virtual reality to shed light on the mission and impact customers are having. Its mission, “One for One,” refers to its pledge to match with each pair of shoes purchased a new pair for a child in need around the world. While visiting children who received new shoes during a trip to Peru, TOMS shot the following 360-degree virtual reality video to create a firsthand account of the impact this initiative is making:
What’s so great about this video is how transportative it is. Most customers might not be planning a trip to Peru, but all of them can see the direct impact of their purchase. The experience is improved when they use a VR headset or viewer, but the video is still viewable on mobile or desktop devices, so the brand can effectively share its story.
This year, video streaming will represent almost 75% of all internet traffic, and since audiences want more video content, brands should continue experimenting with different formats — including virtual reality — to see which audiences respond best to.
5) Ephemeral content will continue to find its place and purpose.
HubSpot Social Media Marketing Manager Marissa Emanuele artfully coined the term “Frankenfeatures,” which are born when a social media platform launches its own version of another platform’s successful feature.
One example? Snapchat started the ephemeral, or disappearing, visual content sharing trend, and Instagram recently launched a similar disappearing video feature — but with the ability to share live ephemeral video, too.
We’re not suggesting that you abandon professional photography and marketing video production, but ephemeral content on Snapchat and Instagram is a great way to showcase the “other side” of your brand’s personality with authentic, unscripted, unpolished content. Content ideas for ephemeral stories include:
Contests and giveaways
“Takeovers,” or when a different user chooses what content to share
Daily or weekly video series
Announcements or product reveals
“The most important part of ephemeral content is to be human. This is a unique opportunity to show an unpolished, lighthearted side to your brand, so don’t be afraid to share content that’s humorous or otherwise ‘flawed’ in some way,” urges Emanuele.
(For more ideas on how to brainstorm ephemeral content ideas for Snapchat or Instagram, here’ a roundup of some of the best brands on Snapchat right now.)
6) Many brands will make the shift from Snapchat to Instagram for Stories.
Instagram introduced its Stories feature in August 2016. After just two months, BuzzFeed News reported that Instagram Stories were experiencing 100 million daily active viewers — this represents two thirds of Snapchat’ total user base, period. For this and other reasons, Emanuele predicts that brands will start transitioning from Snapchat to Instagram for sharing Stories (photos and videos that disappear after 24 hours).
At 600 million users, Instagram offers a vastly bigger audience than Snapchat at 150 million users. And because Facebook owns Instagram, Instagram advertisers can target based on Facebook and Instagram insights, which means there is a bigger target audience on Instagram than Twitter.
Not to mention, Instagram lets users publish photos and videos in a permanent portfolio in addition to ephemeral Stories, so users can more easily share content with their friends.
BrandFire CEO Adam Padilla agrees with Emanuele’s prediction, also noting the adoption of Instagram by a larger number of celebrities and public figures, and a slicker Instagram interface.
Despite its rapid growth and sheer volume of content being shared, Snapchat offers fewer means of measurement and analysis for social media marketers, so Instagram may offer greater ROI in 2017.
7) Mobile advertising will grow more competitive.
In 2017, marketers should expect greater investment in mobile advertising. Here’s rundown of what that will look like on some of the largest social networks:
Facebook is the behemoth when it comes to social media ad revenues, bringing in more than $7 billion last year — 80% of which came from mobile ads. Facebook’s News Feed algorithmic changes now prioritize content from friends and family first, so the 75% of brands on Facebook that pay to promote ads will have to get creative and design visual, engaging ads to get noticed first.
Twitter’s ad revenue is increasing, especially in the mobile format, and in 2017, they’ll likely continue experimenting with visual content, such as sponsored hashtag icons and stickers, to provide a variety of ad options to users.
As we’ve discussed previously in this article, Snapchat and Instagram will be competing for a lot of attention this year, and advertising revenue will be no exception. Where do they stand in terms of developments? Well, Snapchat recently launched a new advertising API that makes it easier to buy ad space, in addition to a greater variety of video ads and sponsored filters. Instagram, on the other hand, is doubling down on ecommerce with the introduction of Shoppable Instagram, a feature that lets users buy products directly by clicking on a CTA in the app.
According to an Adweek survey among millennial Snapchat and Instagram users about their experiences with ads, the results are roughly split — with a few noteworthy distinctions. While a greater percentage thought Instagram ads were more memorable than those on Snapchat, more millennials loved Snapchat ads than Instagram ads:
In short: Marketers should experiment with ads on different platforms to see which perform better among their audience and take advantage of the cool new features each rolls out.
We look ahead at what next year holds for digital marketing
As we look back over 2016, some clear digital marketing trends have been present throughout. The final third of the year saw mobile internet usage overtake that of desktop for the first time, a milestone in keeping with perhaps the year’s most dominant trend. Digital publishers and marketers alike have made mobile a priority, and though this won’t slow down in 2016, other specific areas like UX will take precedence.
Video, too, has been a major buzzword of 2016, with brands large and small looking to create video content to be shared across social channels. 2017 will see further proliferation of this, with live video and native advertising in broadcasting realising their potential1. So, as 2016 draws to a close, here are the top digital marketing trends to watch out for in the 12 months to come.
Less is more
One thing we can learn from Facebook’s recent algorithmic change, which favours user generated content over that of brands, is that persistent branded content is no longer welcome. The emphasis now is on quality. Content should offer real value to the customer in exchange for their attention, and brands are now spending more of fewer pieces of content. This shift will only intensify in 2017, with the crackdown on misleading content on social channels marking the beginning of an online clean-up.
Essentially, brands will be afforded less exposure by social channels. As a result, content will need a marketing budget behind and brands will have to be more considered in their approach. Churning out second-rate content for the sake of clicks will be less effective.
UX, UX, UX
A serious trend in the latter half of 2016, user experience (UX) will only grow in importance in 2017 whether it be on mobile, on desktop, or in store. You may consider UX more of a design issue than a marketing concern, but the area has progressed to the point where all interactions with a brand should be in keeping with its wider feel – even an email blast is part of the user journey, and brands should take into account how intuitive it is to navigate and how it connects with the website.
The focus on UX will also affect digital marketers looking to place ads on other brands’ websites or in-app. Such is the need for a smooth and pleasing UX that banner ads will become less and less available, with pop-ups all but disappearing across mainstream apps and websites. As a result, digital marketers should focus on native advertising in 2017, marketing that offers a value exchange to the user.
Smart home marketing takes off
Though the technology hit the mainstream somewhat in 2016 – think Amazon Echo or Google Home – the connected home is set to take off proper in 2017. Personal assistants and mobile thermostat controls are just the beginning, and some believe homes will one day be able to distinguish between family members and guests, using heartbeat rhythms, body temperatures and fingerprints to build a picture of who they’re serving.
As the technology grows, marketers will need to be cautious in how they exploit it. The home is a by definition a personal space, and users will reject any data collection or brand involvement that crosses the ‘creepy’ line. However, techniques like suggesting a particular brand of detergent when a user asks how to get a stain out of their clothes, for example, could give brands a way into the home that isn’t particularly invasive. 2017 will see smart home technology proliferate, and along with it opportunities for marketing.
Native advertising in broadcasting
Just as online, the public dislike of advertising in the conventional sense has become a problem for those marketing on television. TV advertising remains an incredibly effective – albeit expensive – method but broadcasters are experimenting with ways to increase engagement as many lose interest in the traditional ad break.
Fox Sports, for example, is doing away with the commercial break during games. In its place, the broadcaster is airing ‘commercial-free breaks,’ segments of analysis sponsored by T-Mobile. The phone network’s logo adorns the entire segment, it’s ‘brought to you by T-Mobile’ and the break ended with what Digiday called ‘a 30-second live read about the T-Mobile One campaign.’ Digital marketers should be aware of the opportunities native advertising may throw up, as more broadcasters experiment in 2017.
Live content improves
2016 was supposed to be the year that brands got live content right. With Facebook in particular pushing live content to its user base and encouraging its users to ‘go live’, brands had the opportunity to exploit the hype by creating their own live content. Very few have succeeded, though. Live content isn’t easy – the production value is often too low to wow customers and the content just isn’t interesting enough.
But live video is still on the rise, and brands in 2017 will be missing an opportunity if they don’t at least experiment with it. Experian, for example, holds live Q&A sessions with finance experts every week to discuss their customers’ financial worries. Live video is best when its interactive or unpredictable. Buzzfeed live broadcasted two of its employees strapping elastic bands around a watermelon until it spectacularly exploded, and the suspense and sense of occasion generated lent itself to a live broadcast. In 2017 expect to see not only the growth of live content, but the increase in quality.
Social and digital marketing have hit their stride – and now that everyone is back from winter break and settling in to the new year, it’s time to review the lessons learned from last year, and look forward to what’s needed for your company to shine in 2017. From the evolving world of artificial intelligence to expectations of instant communications, Stacy DeBroff, CEO and founder of Influence-Central, shares her take on the social and digital marketing horizon, based on her research and work with over 350 national brands last year.
Digital Marketing Trends 2017 (Image: Shutterstock)
New Products Roll in From the Brand Revolution
“As consumers – via social media – we all have a seat at the marketing table -by sharing our needs and priorities through direct feedback and our purchasing choices. We’ve seen the impact of the ‘brand revolution’ on key consumer-facing industries,” DeBroff says. “In the coming year, brands will become even more attuned to the needs and priorities of the consumer, and increasingly shape their product offerings around the latest lifestyle trends.”
2. A.I. Solutions Point to a Brave New World
2017 will be the year when we will look more to artificial intelligence to lend a helping hand. “This current trend with start-up brands, as well as data analytics, identifies applicable A.I. solutions as a way for consumers to navigate in an increasingly complex world,” DeBroff notes. “From advanced electronics applications, to pinpoint analytics that predict consumer needs as they arise, A.I. is on the way, in a big way.”
3. “Instant” Speeds up as the New Normal for Gen Z
What happens when you grow up surrounded by social media and technology? Expectations of instant communications and entertainment become inevitable. Generation Z consumers gravitate to instantaneous social channels such as Snapchat, Instagram, and the new social app Musical.ly. “The downside ?” DeBroff explains, “This generation has grown up with instant response as its baseline expectation. We can count on at least three platforms we’ve never heard of rising to social prominence next year that embrace faster, more pictorial, and more spontaneous ways for rising Gen Z to bond.”
4. Niche Curation Sorts Information Overload
“We find ourselves awash with more information than has ever been available to us as humans, and we simply can’t process it,” DeBroff concludes. “As a result, we’ve increasingly come to rely not just on curated information, but on the people we most trust to curate this information for us in a way that resonates with our lifestyle, interests, and values. In 2017, consumers will be on a mission to find peer specialists with niche expertise to filter recommendations that meet their needs in a customized way.”
5. Mobile Devices Forge On-the-Go Consumerism
In 2017, DeBroff predicts we will see the emergence of a new “electronics evolution” with innovative technology and apps for the mobile phones we keep tethered to our sides. “As these devices offer up smarter, faster, and more intuitive information, they will become even more ingrained into our daily patterns and connected culture – and dramatically influence consumers at the point of purchase. Mobile devices will emerge as shoppers’ most valued shopping partner, as consumers check them for recommendations from their network of trusted advisors while fact-checking product attributes and using online coupons,” DeBroff says
6. Social Influencers Diversify, Specialize, and Grow Exponentially
“We’ve never had more on-call peers to advise us – from peer advisors to specialists and trend-spotters,” DeBroff notes. As we move into 2017, she predicts we will “entrench ourselves more deeply within the social web, immersing ourselves in increasingly diverse and broadening circles of discerning opinions. These influencers will powerfully inform and guide us in our consumer decisions.”
7. Influencer Marketing as a Fundamental Brand Strategy
Many brands now recognized Influencer Marketing as the industry’s hot “go-to” strategy, but they struggle on how best to leverage it and measure it from the perspective of business results and attribution modelling. “As we head into 2017, influencers will entrench as defining voices in consumer marketing, as brands concede advertising control and look to passionate brand advocates to sway consumers on social media,” says DeBroff.
8. Consumer Resentment of Intrusive Marketing Deepens
Op-ups, banner ads, and disruptive brand messages are all falling out of favour. Today’s consumers don’t want brands aggressively pushing their way into social media feeds, whether on Facebook, through promoted Pins or Tweets, or paid-for Snapchat stories. “As consumers seek to learn more about new products on their own time, expect continued resentment over intrusive marketing to deepen in 2017. Consumers will continue to vote with their feet… “walking” away from social platforms that inundate them with brand marketing,” DeBroff notes. Similarly, the tone and content of ads needs to be geared to the new Gen Z paradigm: fast, smart, sassy, and relevant.
9. Consumer Tethering to Mobile Devices Tightens
As mobile devices take over photography, replace alarm clocks, and provide on-the-go access to favourite social media platforms, as well as music and even audio books, they’ve transformed how consumers communicate and share information. Our smart phones and tablets have become 24/7 companions,” DeBroff explains. This year she says consumers will continue to ratchet up their mobile dependency as more usages emerge. Retailers that do not consider the impact of this sea change, and deal with it intelligently, will be left behind on shore.
10. Words Prove So Overrated: The Year When Images and Videos Rule
“Visuals and videos have truly surged over the past six months, and consumers – particularly those in the Millennial and rising Generation Z cohorts – have truly embraced pictures and videos as a way to gather and share information,” DeBroff says. “Look for new visual platforms to roll out in 2017 to accompany existing ones as consumers gravitate toward authentic, live-action, visual storytelling.”
The 14 top rated digital marketing techniques for 2017 according to Smart Insights readers
In this article, I’ll take an in-depth look at what I see as the most significant trends in digital marketing for the year ahead. But, it’s not only my view, since I have ‘crowdsourced’ the importance of the different trends rated by the popularity of each trend.
For all members of Smart Insights, we also have a more detailed free download of the marketing megatrends for 2017, which are 9 digital marketing and martech megatrends will help give you an edge in 2017. In the download we discuss machine learning and artificial intelligence, which for me is the biggest trend in marketing right now. Machine learning techniques apply across many of the techniques we discuss in this post including Big Data, Marketing Automation, Organic Search and Social media marketing. If you want to know more about the defition of digital marketing before starting on trends, see our post on What is Digital Marketing ?
To get our readers’ views on the most important trends at a top-level, we asked Smart Insights readers to give their opinion on the most important trends. We asked:
“Select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant)”.
Thanks if you shared your opinion, we had 2,352 responses from marketers around the world! Here are the results for 2017:
While this doesn’t have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely. Note that these trends aren’t necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important. By asking for just one tactic, this helps shows the top 3, 5 or 10 top-level trends.
To help the decision on which technique to choose, we expanded upon the short labels you see in the graph to help scope the response more carefully. For example, ‘Big Data’ is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two. Â Here is the full listing of digital marketing techniques:
Big Data (including market and customer insight and predictive analytics)
Content marketing Communities (Branded niche or vertical communities)
Display (Banners on publishers, ad networks social media including retargeting and programmatic)
Internet of Things (IoT) marketing applications
Marketing Automation (incl CRM, behavioural Email marketing and web personalisation)
Mobile marketing (Mobile advertising, site development and apps)
Paid search marketing, e.g. Google AdWords Pay Per Click
Online PR (including influencer outreach)
Partnerships including affiliate and co-marketing
Search Engine Optimisation (SEO or organic search)
Social media marketing including Social CRM and Social Customer Care
Wearables (e.g. Apple Watch, activity trackers, augmented reality)
In our Digital Channel Essentials Toolkits within our members’ area and our Digital Marketing Skills report we simplify digital marketing down to just 8 key techniques which are essential for businesses to manage today AND for individual marketers to develop skills. This visual shows the core techniques which will drive more leads and sales for you, but within some sectors, techniques like using AI, IoT, Wearables will be more important.
The Top 14 marketing techniques in 2017?
Let’s now drill down into the key tactics and marketing technology within each of these tactics which will be important in 2017.
1. Content marketing trends
Content marketing has been in the top 3 for the last 3 years we have run this post, so we focus a lot on how to create an integrated content marketing strategy through advice in our content marketing toolkit.
Our research with HubSpot, illustrated in the Competing on Content infographic, shows that more businesses are now using a strategic approach (40%), so this is a trend we can expect to see continuing in 2017. We can also expect that there will be more focus on Measuring Content Marketing ROI as the cost and competition within content marketing increases.
At a practical level, Martech Guru Scott Brinker has talked about the 4th Wave of Content Marketing and I’m seeing more and more examples of interactive marketing apps – like our capability graders and also personalisation tools recommending content. Read his article, introducing it, a great read and you can check out the ionInteractive examples of interactive content marketing.
2. Big Data
As defined in our question, Big Data marketing applications include market and customer insight and predictive analytics.
The 3Vs of Big Data show why this is a key trend selected by many, who have experienced the increase in volume, real-time data and data formats in their business and want to exploit the value to increase sales through personalisation on websites and through email marketing through predictive analytics – a topic we have covered many times on our blog. It’s also closely tied into machine learning where Big Data is mined to identify propensity to convert given different customer characteristics and behaviour.
Image original source from Diya Soubra in a Data Science blog – The 3Vs that define Big Data
3. Marketing Automation (including CRM, behavioural email marketing and web personalisation)
Like content marketing, marketing automation has been in the top 3 for the last 5Â years we have asked this question. Many businesses still have potential for improving their automation as our research on the State of Marketing Automation shows.
To help with this knowledge gap, I think I have given more webinars and talks on Marketing Automation than on any other topic in 2016. The most common questions at the end are ‘where do we start’ and ‘how do we get to the next level’. These questions are answered in our Email marketing and marketing automation toolkit which includes a free interactive capability review to score your use of email marketing automation. As businesses progress up the learning curve I expect more businesses to be putting lead scoring in place, or refining it and learning the best places on the journey to feature content through predictive analytics.
4. Mobile marketing (Mobile advertising, site development and apps)
Mobile was in the top 3 three years ago, but as more companies have adopted mobile responsive web design and email templates they have seen less need to focus on it, or at least there are fewer opportunities for growth.
However, research shows that retail conversion rates are significantly lower on smartphone, so there is work to be done for many businesses to optimise conversion on mobile, although they will likely always stay lower than desktop.
Mobile also has a large impact on search marketing as Google vigorously follows its mobile first mantra. To me, it’s a somewhat misleading mantra, since the reality is that many web users are still using desktop, laptop and tablet devices and there is a danger with mobile responsive designs that conversion on higher resolution screens may fall if mobile optimised. Instead, leading companies are looking at adaptive mobile design approaches which have the benefit of serving more relevant, contextual content and CTAs for users and reducing load times.
‘Mobile first’ is also misleading if we look at the overall customer journey since often different devices may be involved at different points. So a better vision for mobile strategy is treating it as part of a multiplatform or multichannel strategy. As this data from comScore highlighted in our mobile marketing statistics research shows, the multiplatform ribbons for all countries are much broader than users who are mobile only or desktop only.
5. Social media marketing including Social CRM and Social Customer Care
When I meet marketers at events and training I find there is still huge interest in social media, thanks to its reach and options to engage audiences and encourage advocacy or ‘social media amplification’ to give it the full treatment.
Our social media research statistics summary shows continued growth in social media usage overall, but with reduced popularity of some social networks in some countries. For example Twitter and Facebook are in decline or plateauing in many western markets while Snapchat, Instagram and Pinterest are still growing in usage.
Trends in social media marketing are often controlled by the efforts of the social networks to monetise and this has seen Facebook and Instagram, in particular make changes such that businesses now need to ‘pay to play’ to get the reach needed to have an impact. They have continued to innovate in their targeting and remarketing options. Jason DeMeyers has these interesting views on social media trends for 2017.
This is the technique I selected a year ago as the way Smart Insights would see the most growth from in the year ahead. It’s higher in popularity than previous years, but I still wonder whether many businesses are missing out on a more data-driven approach to increase leads and sales from their websites.
I saw this chart of the volume of structured tests presented by a major multichannel retailer who wanted to scale the number of tests they were running. It a great way to show the need to test extensively since only a third have a positive test. It also shows how competitors may be getting ahead if they are testing more extensively.
7. Internet of Things (IoT) marketing applications
IoT is one of the most important marketing technology applications of the last 2-3 years, but it is of most relevance to devices makers and retailers, so it is relatively high-up in this ranking of priorities.
There are expected to be 75 billion connected devices by 2020, meaning there will be ten times as many devices able to talk to one another as there will be people on the planet! The implications are huge and far ranging. All this sharing of data will transform the way we live our lives.
Our article covering opportunities and examples of marketing applications of the Internet of Things has this useful summary of alternative applications:
8. Search Engine Optimisation (SEO or organic search)
Mobile marketing SEO techniques will be particularly important in 2017 with Google’s recent announcements about the mobile index and AMP. We have seen huge increases in AMP smartphone traffic since September 2016 when Google rolled AMPs out beyond Google News. AMPs are targeted at publishers, but should be considered by businesses with an active blog too in my opinion.
We have been covering these announcements and improvements in our other alert posts:
How Google’s mobile-only index will change search in 2017
Google to start penalising sites that use pop-ups
Stop everything and implement AMP pages
Wearables are one of the hottest consumer consumable commodities (e.g. Apple Watch, activity trackers, augmented reality)
10. Paid search marketing
Google AdWords is the most important form of Pay Per Click and here Google has been pursuing their ‘Mobile-first’ strategy by building out these features.
11. Online PR (including influencer outreach)
Online PR today is inextricably linked with Content marketing, SEO and Social media, or it should be. But this doesn’t get a top rating since the others are important.
These are branded niche or vertical communities.
13. Display advertising
This includes banners on publishers, ad networks social media including retargeting and programmatic.
14. Partnerships including affiliate and co-marketing
A neglected aspect of digital marketing, perhaps unsurprisingly unsexy.
This is an interesting category since readers can tell us what we’re missing. Suggestions here include:
Account Based Marketing (ABM) – relevant for B2B marketers targeting large accounts we have a new guide in our B2B toolkit on this early in the new year.
Digital OOH (Out-of-home) – A surprising one for the number one technique
Employee advocacy and feedback – interesting to see the internal marketing perspective – again surprising to see as the main growth point
Machine Learning – as mentioned at the top of the article
Omnichannel and multichannel attribution – both good for reminding us that it is the way that these channels work together to support each other that is often most important – the reason why many members are looking for advice on an integrated marketing strategy.
In this era of immense competition, digital media is playing a crucial role in the corporate world.
Research shows that 64% of people use social media channels to find inspiration for shopping. Thus, designing a top-notch digital marketing campaign is essential for both newly emerging and well-established brands.
Even the best marketing connoisseurs can sometimes derail the entire campaign by making seemingly harmless mistakes that don’t go down too well with their target audience.
The internet never forgets. When digital marketing goes awry, your brand is tried in the court of public opinion. IHOP made such a mistake when they compared their product to breasts! Needless to say, Twitter exploded.
The Twitterati was so outraged, IHOP had to issue an apology.
While digital marketing provides endless opportunities to grow, companies need to treat it carefully, as their reputation is at stake.
With the boom of digital media channels, online marketers need to know the pitfalls of implementing ineffective, or worse, shoddy campaigns.
Many businesses have faced great losses due to this carelessness. Therefore, we are sharing 7 mistakes that companies must avoid when planning their digital marketing campaigns.
1. Allowing the boss to set your company’s digital marketing strategy
Bosses are not always right. The boss can be anyone, an investor who is waiting for his returns, a CEO who is focused on increasing sales and cutting costs, or a manager who wants to show commendable performance to the top level management.
All these bosses are only interested in making money. Their sole aim is to get maximum returns and nothing else. But as a digital marketer, your aim is to get maximum returns while keeping all other strings attached, like branding, audience expectation and long term goals.
As a digital marketer, you must not let them ruin your digital marketing campaign. Do your research and prove the effectiveness of your ideas with data, instead of gut feelings.
2. Setting campaigns and goals without understanding your target audience
Understanding your target audience is of prime importance. From budgeting and planning to implementation and results, everything depends on your target audience and their preferences.
Knowing the likes, dislikes, demographics, race, color, income, education and other important information related to your market segment lets you design a powerful marketing strategy.
Some marketers are of the view that their brand is for everyone. However, this approach is wrong. A good example here is Crystal Pepsi. This cola did not contain caffeine. But they also did not study their target market well. Since people weren’t as health-conscious and aware as they are today, Crystal Pepsi failed to create the impact that they had hoped for.
David Novak, Crystal Pepsi Inventor and retired Yum Brands CEO, said he learnt a valuable lesson due to this failure.
Every brand has a target audience and understanding this segment is essential for crafting a campaign that nails it. Dove declares that beauty is for every woman. It targets women of all ages and says that there is no age limit to enhance a woman’s beauty. Put simply, Dove understands the psyche of their target audience, and owes the success of their campaigns to this understanding.
If you are a new brand planning to add some explainer videos about your product, understanding the pain points of your target audience will inevitably help you create work that speaks directly to them.
A good example is the Dollar Shave Club that came up with attention-grabbing videos and created a billion dollar business in less than 6 years. The new player grabbed a big share of men’s razor market, and most of the credit goes to their intelligent digital marketing campaigns.
Products have to be innovated as per the market needs and the taste of people and all of it is only possible with thorough research about a target audience.
Let’s say you have a very innovative and interesting campaign on a particular social media channel but you aren’t getting as many followers or discussions as you had expected. You keep pouring resources into the campaign only to realize later that your target audience is active on a different social media channel. Thus, you’ve squandered your resources.
This is why understanding your target market is the foundation on which you can build a solid brand and reputation.
3. Ignoring data
Charts and reports might look dull but they can do wonders for your business. Every social media channel like Twitter, Facebook and Instagram provides comprehensive analytics whenever someone engages, interacts, likes, or dislikes your page.
You can even get data on your profile visits or the viewers of your recently shared video. These numbers are of immense importance. For instance, you will be able to see which age group or which nationality is most engaged with your videos.
Similarly, the number of shares can tell which videos are most liked by people. This data helps many companies revise their marketing strategies to be more impactful.
These analytics also guide your future marketing strategies.
4. Ignoring technical SEO aspects
One cannot stick to old school SEO principles such as spamming through guest blogging and keyword stuffing. Since Google is changing its policies, we need to keep a keen eye on our SEO strategies. What matters the most is offering quality to our audience.
The number of backlinks or the number of likes and followers will not make a big difference if you are not using a smart strategy. Fake likes and links from PBN might give you short-term results.
By creating content that is meaningful to your audience, and also search engine-friendly, you will notice a growing trend in your interactions with the customers.
Similarly, if you are guest blogging only to generate links, and your articles are not providing quality information to readers, soon enough they will be flagged as spam by search engines.
Semantic SEO should also be kept in mind as Google is now becoming a platform where we cannot just discover information but we can order it, too. If you overlook these technical aspects of SEO, you are making a big mistake!
Video marketing is a great option, but remember that a video should not take too long to load otherwise customers won’t think twice and leave.
These days, animated marketing videos are widely used by various brands and these videos are generating great traffic. This animated video called The Scarecrow by Chipotle Mexican Grill was viewed millions of times on the internet and was hailed as innovative marketing and a beautiful piece of art.
Here’s a guide explaining how you can create your own professional animated videos.
5. Using social media for conversions
Gone are the days when people used social media for conversions. This practice only provides short-term results.
The main purpose of being active on social media channels is to get feedback from clients to improve your product or service, and build and maintain close relationships with existing and potential customers.
One cannot answer all queries in detail if the basic aim is conversion rather than relationship building. Social media channels are a great platform for taking reviews from clients. Brands like Nike, Adidas and many others have built a strong customer relationship by being active on social media.
On the other hand, social media gives an opportunity to potential customers to read reviews of former clients and develop trust. In addition to this, a social media platform is also used for increasing connectivity among clients. Here are some ideas on gathering more testimonials.
6. Not scaling campaigns and channels
Scaling is of utmost important when it comes to designing a digital marketing campaign. When resources are limited, we need to maximize the output in a smarter way.
For instance, if the budget is low and a company’s target audience is mostly active on Facebook, they should direct a part of their marketing resources to creating content that resonates with a Facebook audience.
Here’s a guide to help you scale your digital marketing campaigns.
7. Running organic and paid parts separately
Whether we are talking about organic or paid channels, both of them are important. But, it also depends on the nature of your business. If you’re running a social service, organic will play a vital role because users will have a hard time trusting you through a paid advertisement for community development.
In a digital marketing campaign for a company, one needs to align both organic and paid aspects of the campaign to get maximum results.
If your organic results are awesome and you are not active in paid ads, it is likely that your business won’t show on Google’s top searches. Google is now showing ads in the top 2-3 searches.
This means one cannot stick to just organic if you want greater visibility for your business. A quick search for social media management software on Google shows this:
On the other hand, having only paid ads with no presence in the SERPs is also a big drawback because most people won’t rely on paid ads, particularly if they aren’t already aware of your brand or product.
In short, digital marketing campaigns are the lifeblood of brands. A few factors such as scaling campaigns, conducting thorough researches, using analytics, keeping expectations realistic and using the latest technology are sure to give the results you need.
As we assessed different digital marketing campaigns, we found mistakes mentioned in this article to be common in most of them.
Real estate developers across the globe have started spending huge funds in Digital Marketing.
Following is an account of the most important guidelines on how to approach this new age mantra if you are new to digital marketing as a Real Estate Developer.
1. Blindly Investing in Digital marketing without understanding the nature of this marketing channel is a sin
You invest in a marketing channel in order to achieve some business goals, and as a Real Estate Developer it is mostly generating interest in your project and furnishing qualified leads for your sales team to convert.
Before jumping in the bandwagon of developers who are employing digital marketing as a channel for achieving business goals always question, as to what is the purpose of digital marketing for you, is it just lead generation? or awareness about your project? Maybe a combination of both. If it’s just lead generation you might consider spending more on real estate portals (Housing, 99acres or Magicbricks) which would probably give you abundant of leads to work with, instead of spending hefty amount on your own digital campaigns.
Investing too much on digital campaigns just because every other Real Estate Developer is doing it would just lead to inflation in your overheads without effective outcomes.
2. Understanding your Project and defining your target audience lies to the core of all your marketing activities
As a developer you understand that the project that you are developing is targeted towards a specific customer, the project is either budget, mid, premium or ultra-luxury segment. All this segment projects attract attention from different sects of the population(Niche) having different expectations.
While it goes without saying that a research on this preference patterns for your project, in order to find your Niche, is crucial for all your marketing efforts to be effective, it is also important that documentation of this preference patterns, usually done by creating buyer personas, is made available before stepping into digital marketing campaigns. In absence of such documentation the marketing efforts would be direction less. Just publishing a lot of content on all digital channels would not give you the benefits that you are looking for, concentrate on your customers and not the channels.
3. Deciding between the option of employing a Digital Marketing department or an Agency
Whether to form a Digital Marketing department of your own or outsourcing your Digital Marketing initiatives to an agency requires a lot of considerations like your budget, urgency, availability of expertise within organization etc. Budget, according to me is major most concern and a deciding factor in finalizing this decision.
If you employ a department there are a lot of advantages that you hold. Being an internal part of the company it will be in-line with your ideologies and objectives, a strong sense of urgency and awareness about the expectations is there, and most of all there would not be a gap in communication throughout the project marketing and sales campaign. There are a lot of benefits apart from the discussed points as well, but these benefits have to be extracted to the best.
In case you decide to go with an external agency for your digital marketing campaigns you should consider the points mentioned in the next sub heading.
4. Be cautious about hiring a Digital Marketing agency
Outsourcing your Digital marketing campaigns to a digital marketing agency is a good Idea considering the fact that it doesn’t require you to spend huge funds on the resources required to effectively create and manage digital assets. Digital Marketing agencies have the expertise and resources which are required to serve your objective and the experience of handling and executing many projects. But be aware, hiring an agency without giving a serious thought on the implications of hiring a bad one will be the worst mistake you’d ever want to make. Ask the representative of the agency if they’ve handled any Real Estate projects, Browse and look through the websites that they’ve worked on, you might also consider giving a call to the accounts that are already with the Agency for feedback, take an opinion from a trustworthy source who knows about the nuances of digital marketing to know that the Agency is not making use of unethical practices (for example: Using your website to divert the traffic or leads to other beneficiaries of the Agency).
5. Agreeing on SMART goals
Specific, Measurable, Attainable, Relevant and Time bound Goals are to be agreed upon between you and your digital marketing department/agency. As a Real Estate developer you can take this as an example, Goal : generating 250 leads from website in a month for the units in your project. If you take another look at the goal that we have set you will be able to figure out that it is SMART.
In the case where the goal is not achieved within the stipulated time you will always be able to explore the reasons for it and asking what could be done to achieve it, giving you the further course of actions to be taken.
6. Ensure highest level of coordination with your Digital Marketing department/agency
You can’t turn blind eye towards your digital marketing campaigns once you are assured that the internal Digital Marketing department or an external Digital Marketing agency is working towards your digital campaigns, there are a lot of expectation from their side that are to be fulfilled. In case of internal department the department manager should be able to coordinate with all the other departments in the organization but in case of external agency you have to be on your toes to provide what the agency asks for and to have a constant communication so that there are no gaps in the execution and everything stays on track. for example, making CDR files (digital archive of photos and layouts for your project) readily available, providing pictures and information about the project’s construction stage, providing access to your social media pages for social updates and promptly handling any other requirements and queries from the Agency side.
7. Designing a website is just one step towards using Digital marketing as a marketing channel, so be patient!
So you’ve got your website designed according to the marketing plans? Great! But let’s be practical, it’s just the first step towards your digital marketing objectives. Don’t yet start expecting that your website will overnight turn into a lead generating machine. There will be lot many efforts which are to be taken to increase your presence online and for your audience to start visiting your website. Ask your Digital Marketing Manager or Agency what are the planned activities that will increase your presence, or to capture leads, what changes are to be made to achieve the set SMART goals etc.
8. Over representation of offerings to attract attention would do more bad than good
Always make sure that you are not displaying what you will not be able to deliver on your digital assets, whether it is your website or social media pages, because it will do more damage to you than good. Displaying prices that are way too lower than actual pricing, for example displaying 2BHK@25 Lac when the actual cost will go till 35Lac or mentioning specifications and amenities that are not present in the actual project ,this way you might receive a bit of higher attention from your audience by such publications over website and social media pages, but if during the physical site visit the customer comes to know that you are publishing fake details he might just publish a negative review on the net which might turn viral and you will face the brunt when below the link of your website a link appears showing negative remark about your project.
9. Keep yourself updated with basics of digital marketing
Well if you are reading this article and you are a developer, it means that you are taking steps to increase your awareness about Digital marketing. And I must appreciate that you are on the right track and will surely do great with your Digital marketing endeavors. Knowing the terms and advancements in digital marketing field will help you with the discussions that you have with the people that you have hired for digital marketing, set realistic goals, come up with great ideas and most of all stay aware of what is happening under your nose. You don’t have to indulge too much but a little effort would help you go a long way and render highly effective digital marketing campaigns.