Options for promoting products and services are virtually limitless today. The costs of digital marketing are low and the amount of “how to” information is mind-boggling. But, that is not the reason to get complacent. On the contrary, it means that businessmen must make an extra effort to select the most efficient marketing tools at their disposal. Overwhelm and confusion are not uncommon in a world where the rules change every day and cutting-edge technologies evolve with lightning speed.
Consumers are spending a whole lot of time online, and digital avenues are where marketers must meet them. People are quite tech-savvy and they know a quality website when they see one. They are used to the constant shifting of the digital landscape, so it is a good idea to refresh the design every now and then. Also, Google rewards quality design, as it serves as a factor affecting the all-important rankings. Overdoing it, however, might create a counter-effect. Clean and functional design is always the best way to grab attention.
Since last year, mobile devices have outnumbered the people in the world, and they have transformed the way we consume marketing content. A modern businessman cannot afford to ignore such a roaring trend, and is better off taking advantage of mobile optimization. Many enterprises are making this a priority and invest in apps integration, responsive design, interactive content and mobile ads. A website that seamlessly renders across multiple mobile devices has the best chances of attracting internet traffic.
Online video marketing
Video content has become a crucial aspect of digital strategies that aim to connect with the broad audience. Consumers do not have the time or energy to dive into tons of text and do a thorough analysis. Also, in the digital era where YouTube and Social Media reign, TV ads are not prime marketing channels anymore. Customers want videos to be concise, on point, and irresistibly entertaining. Video production costs are not as high as many people think, and often it takes a smartphone and free application to nail a compelling video.
Most customers come and go, but there are those who are loyal to the end. They are prepared to spend well and provide valuable referrals. Rewarding the repeated purchases used to be a popular way to build loyalty, but now it is fading away. People would much rather participate in engaging activities, social causes and creative actions. The visa gift card is one of the favorite rewards, and it fits almost any budget. Little things can mean a lot, and sometimes a hand-written thank you note is enough to put a smile on a customer’s face.
Pay to claim
A bulk of businesses makes good use of free online tools. It is an effective way to cut costs and still stay in the game. However, paid online ads are on the rise, and more and more companies are allocating their funds there. It is estimated that digital media has reached 30% of global market share, and in a few years time, it will surpass the TV revenue in the U.S. Hence, companies strive to develop highly targeted advertisements. They aim at networks like Facebook and Pinterest and most often manage to get a positive return on investment.
Back to the future
New marketing techniques and channels pop up with each passing day, and one needs to keep up the pace with the latest trends. The marketing is migrating to online and mobile platforms, and you cannot be the one to fall behind. Use stunning videos to increase visibility and stay ahead of the curve. Keep your loyal customers and attract new ones with appealing design and unique content. Hesitating to pay for online promotion is a relic of the past, and the exciting marketing future is now.
About the Author
Lilly J Adams has worked for six years in different marketing agencies across Australia. Her specialties are advertising, digital marketing, marketing for small businesses and consumers behavior. She loves art, books and watching crime TV dramas. Twitter | Facebook