Digital Marketing in 2016
The smarter consumer profile
Analytics and Metrics… These daunting words for marketers separate the future from the past. Today we tend to become bewildered by the amount of data and graphs that it makes formulating a consumer profile a difficult task. What if a smarter way could be utilised to filter through all the data made available through digital media? To achieve this O’Kane says we need to use developing technology to automate daily tasks, develop consumer insights, and ultimately free up resources to create better marketing messages. However, sometimes it is about being realistic. A smarter consumer profile will be articulated through your ideal client or customer and be tailored to their needs to develop more personal content.
What more can we do to enhance personalisation
To date, we hear a lot about personalisation and the importance of adapting content to your target audience. What more can we do in 2016 to engage with and interact our target audience? Focusing on what is really important, and developing content that speaks directly to our customers is the first step. The challenge is measuring personalisation from a company perspective. What this refers to is using engagement data to track actions and outcomes from content to help pin point just how effective your personalised content is. Once you have developed content that is highly engaging and personalised to your target audience you can develop campaigns that speak directly to them.
Social media competitive noise
According to a survey of 5,000 marketers that was reported in Adweek, 70 percent of companies with a digital marketing budget plan to spend more on social marketing ads than they have in the past. An astounding 66 percent of companies reported that social media was considered fundamental to their business. The main problem with social media to date for companies is failing to utilise its potential. Social media shouldn’t be used for self-promotion or brand exposure, rather a way to enage with users and build up a brand community. This can be reflected by- NM Incite’s “State of Social Customer Service Report” claims that 71% of consumers who experience a quick and effective brand response on social media are more likely to recommend that brand to others. That compares to just 19% of customers who do not receive a quick response.
Mobile Madness
We tend to express on a regular basis the neccessary importance of develop mobile responsive content and websites. However, where does the revolutionised mobile saga enhance our users experience in 2016? The mobile revolution has led to consumers engaging in second and in some cases third screen experiences. 25 percent of consumers using at least three devices to interact with multiple channels on a daily basis, this means that mobile marketing has been taken to the next level. Through data analysis we tend to use mobile marketing at specific times in which peak mobile usage activity is apparent. The challenge is consolidating which platforms to target at which particular time to reach certain consumers. Is 2016 the year in which marketers tend to think beyond email to leveraging new opportunities to engage with new users? Imagine opting in and out of social logins that track our social activity. The real question is how more intrusive can we as marketers get to engaging with our target audience?
