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By now, you are already aware of the importance of designing digital marketing campaigns based on deeper understanding of audiences. Coming in a very close second spot is cross-channel digital marketing. Consumers have already moved from desktop to mobile and it is time, brands do too. “No single device is enough for today’s digital consumer. Audiences are accustomed to switching throughout the day from PC to mobile to tablet to TV—not to mention multitasking.” (Source: eMarketer).
Cross-channel, cross-device digital world is where today’s audience is. With more and more people engaging in multi-screening, brands need to ensure that their message is not getting overlooked by consumers on any of the popular platforms. In order to get tip and tricks on how to engage digital consumers towards your business, you can attend digital marketing events, wherein you will come across keynote speakers and top digital minds who will deliver key insights into effective digital marketing techniques and methodologies.
The connected customer
Consumers around the globe now expect omni-channel experiences from brands. A consumer today may use up to five devices when making a purchase. Besides, using computers, smartphones, tablets and smart TVs, more and more people are embracing wearable technologies.
In 2015, it was found that consumers are getting increasingly comfortable with going beyond the traditional e-commerce experience and embrace mobile commerce (28%) and shopping via tablets (20%). (Source: DigitasLBi’s Connected Commerce)
Jim Herbert, Managing Partner of DigitasLBi Commerce, says, “Customers want to save time and money whilst being able to choose from more ways to shop than ever before. Mobile is increasingly becoming the platform of choice for bargain hunters on the go, with 85% of those surveyed now using smartphones whilst in-store. A further 55% of consumers claim that smartphones have changed the way they shop altogether.”
In this era of greater and better mobile penetration, almost everyone is resorting to social media platforms for all kind of communications. Be it connecting with friends and family or promoting your business, social media sites can be very effective. Most importantly most of these sites are free and can provide you with material publicity at a minimum expense.
1) Sign Up On Different Sites: Currently there are many sites which can help you provide publicity for free. Be it Twitter, Facebook, Google+ or even Pintrest or Instagram, you do not need any money to register on these sites and surprisingly almost all of these sites can be very effective platforms to further your business and promote it to a wider audience. Create a page with the name of your business, go through the various rules of the site and start churning out content at a regular basis. You will be able to then engage with users at a much higher frequency.
2) Make A Plan: However your marketing initiatives on the social media sites cannot be haphazard. Chalk out a distinctive plan and how you want to go about achieving it and according create a strategy. For example make a list of your target audience, the kind of professionals you want to market your product to and the type of reach you are aiming at. This will help strategise your plan of action far more effectively and create a scope for long-term gains.
3) Post Regular Update: This alone cannot drive traffic and market your product. For people to know about your product better or avail the service you are providing more frequently. It is important to keep your followers or those on your friend list engaged. For that you need to post regular updates. Some could be about the product, any new innovation, information and utility of the product and all such related updates could be included in the post. The result is it would keep popping up on the news feed of members who are associated with the page regularly thereby maintaining the connect with them.
Social media has received a huge amount of publicity in recent years; there are frequent reports on those who have hundreds of thousands of followers, people who can make a fortune in a heartbeat by simply referring the right product to their followers. However, this is not an option which is open to your average firm which does not have the budget to pay a famous blogger to promote them.
However, it is possible to build a following of your own to create a successful business; but this is not enough buy itself. The most successful businesses at marketing are those which use social media and email marketing; in effect you need to market your business across all available channels to ensure you reach the maximum number of people.
The key difference in approach is the use of cross channel marketing; this is the process by which you use all available marketing methods; direct mailing, emailing, social media and even billboards. However, you change the message on each type of media. This can be a more difficult approach to master as you need to track your customer through the different media’s and confirm you have given them the right message at the right time. The following tips will help you to master your marketing campaign:
Engagement! The only way to achieve a higher marketing engagement is through your audience’s interest of your subject. And every marketer’s goal is to attract their audience from their contents. Who wouldn’t? But let’s admit! It’s not easy to grab your audience’s attention immediately. In fact, not all marketers can successfully achieve the desired outcome. As a marketer, it is your call on how you can make your audience read your entire article or page – not just through clicks.
Generally, having an impressive content is not enough to grab their interest. When it comes to engagements, doing a guaranteed SEO is one thing you should consider achieving your goal effectively. However, this road is not going to be easy, especially when there are more and more brands that you must compete in the marketing industry – you have to, if you want to succeed.
And if you’re still sceptical enough with your work, below are some tips for you to apply to effectively and successfully drive higher content marketing engagement.