It is heartening to see businesses harnessing digital alternatives to reach out and stay connected to their audience. However, more often than not, digital marketing becomes a cluster of missed opportunities for them. Here’s a lowdown of the five crucial digital marketing components that businesses aren’t making the most of and as a result, not getting the optimum result. Check them out!
Fiascos like Fyre Festivals have certainly restricted the breadth of influence marketing, but it doesn’t mean that the influencer culture has peaked. People too have been particular about sponsored posts of Instagram, TikTok and YouTube influencers. There are various digital marketing companies are providing these services. However, their role of influencers in digital marketing can’t be overruled.
It doesn’t happen too often that the US Surgeon General, Dr Jerome Adams calls upon social media influencers such as Kylie Jenner to tell the teenagers to stay at home and practice social distancing amidst COVID-19 threat. And it is #truestory! A few hours later, Kylie Jenner was on Instagram telling her 166 million followers to stay at home, wash hands and break the chain.
It is the power of influencers. However, as a brand, you need to find out like-minded influencers who could align with your business’ objective. Finding an influencer is a difficult task. The KPIs aren’t the number of followers, the shares or likes their post get but the trust they garner from the followers. Do the followers listen to them? Do the followers perceive them as loyal adopters or as somebody who could post anything if they are getting money?
As Alexandra Samuel put it, businesses should go with lurkers or dabblers, who post once a week and have literally ‘earned’ their followers.
Voice search e-commerce is booming. Almost $2 billion of Amazon revenue consists of voice search and by the end of the year 2022; it can touch a whopping $40 billion. People are buying online via voice search (almost sixty-two percent of them), and more than one billion voice searches are taking place monthly!
And why not? It is convenient. The internet has always been evolving, cleansing itself of the old trends continually. The desktop was an era gone by (nevertheless important). Then came the mobile optimization, which is still in a nascent stage and here we are, seeing businesses grappling with the nuances of voice-only search.
The voice searches are different from SEO. It is designed for voice long-tail keywords and is more geographically-refined. People tend to look for restaurants, tourist places or digital marketing agencies ‘near me’. If your business is not optimizing for voice-search capabilities, you are missing out on more than twenty-two percent of users, just like that. Not only the voice search, but your website should be voice-search compatible also. Alexa and Echo aren’t just a fad anymore. The voice assistants are driving the search, so, your website should be easy to load, and images should be compressed as well as optimized for search!
People don’t want to follow ‘bleh’ brands. They don’t want the emails to bore them to sleep either. Customers like brands to pack in a punch that wake them up post-lunch like a hit of caffeine or the very least could bring a smile. And this is why ladies and gentlemen, you have interactive emails, a daily dose of fun, and information delivered right to your inbox. There are more than four billion email users and surprisingly, the CTR across verticals 20.81 percent.
Lathered with some animation, a video clip, a popular GIF or meme, or some fun pop culture reference- these emails can significantly reduce your struggle of not getting desired CTR. Though, you wouldn’t like to overdo it and keep your tone culturally appropriate.
Millennials have replaced FOMO with JOMO. They derive pleasure in ‘NOT’ doing things that others are doing. So, while boomers like you and I are going to a mall or grocery store, they are driving intent-rich micro-moments. According to Google, these are the times when a user reflexively turns to their smartphones with almost like a toddler-like desire wanting things ‘NOW’, looking for instant gratification.
The micro-moments are those precious seconds when a user takes a decision, almost feeling like it to be a ‘once-in-a-lifetime’ or ‘now-or-never’ chance. With the newer generations, the intent-driven searches are increasing, and the decisions are taken in split seconds.
I want to do now.
I want to buy it now.
I want to go now.
According to a survey by Google, sixty-nine Google searches on travel ideas happen when people are standing in a queue. Users refer to the reviews, feedbacks or price comparison online via their smartphone just a few minutes before they are standing in a brick-and-mortar store to make a purchase. Micro-moments are the fulcrum of customers’ journeys. A business needs to figure out these micro-moments – the time when a user looks for online courses, tickets, travel deals or Yoga classes; and just be there with a personalized message! And it is only possible when digital marketing is combined with Artificial Intelligence to leverage customer data.
We all consume videos daily- for a recipe, for an interview or to understand a tricky subject better. And nope, we aren’t talking about those dull, monotonous corporate videos. We are talking about videos that can be embedded into webinars, landing pages, blog articles, emails or web pages. These can be an interview with a corporate leader or to explain a tech product in a much simpler manner and effectively. A video combines the infotainment factor, grabbing the attention of a user and making it easier for them to retain the message.
Digital marketing is the way to go in these testing times. The economy slowdown doesn’t mean you have to put your marketing budget on hold. Instead, channel it effectively and use it to reach out to your customers by harnessing the most consumed means of digital marketing. A carefully-planned and meticulously-crafted digital marketing strategy can uplift your brand without costing you a fortune while offering you unlimited possibilities to scale up!