Digital Marketing has been a hot topic for almost a decade now. But when the pandemic struck, every large and small business that hadn’t embraced its possibilities, realized it’s time to join in. As most digital markets know, being successful in digital marketing takes time.
The reason? There are several. Just like with anything else, there is a learning curve, but also perks that come with having a wider digital presence. But the biggest factor for digital marketing success is that just like in television, Digital Marketing is mostly focused around 2 key aspects.
The two main aspects of digital marketing:
Digital Marketing does include many different forms of communication and revolves around a growing number of platforms. But the success of every post, video, podcast, or ad, comes down to two factors: attention and retention.
To grab somebody’s attention is getting more and more difficult. You have just 2.7 seconds to grab someone’s attention. But anyone can create a clickable ad. The real hurdle is meeting expectations and getting actual sales.
In any case, if you’ve had any experience in digital marketing, you are no stranger to these two aspects. So, what’s changing?
Digital marketing in the new era
When the pandemic hit hard in spring, digital media usage spiked like never before. Facebook traffic jumped by 27% and other media channels followed closely with spikes of 15-16%. While that spike has subsided, this event inspired the beginning of a new era in Digital Marketing.
As awareness of the potential for digital media grew, everyone that could started running more ads, posting more frequently, and investing more in digital activities. While some of the newcomers still have a lot to learn, those who have been in the game longer are faced with a new surge of competition.
The customer’s attention is limited and now we are sharing it with a dozen other companies who also grasp for the same eyes we want to attract.
So what can we do? How can we stay ahead of the game? Is there a new platform we can move to, or a new type of add we can run?
The game has changed but not in the way you think. There might be some new media platforms you can try, and voice is also developing slowly, but nothing notable is happening on those other courts.
The game is still being played here, on the channels we’re used to using. The rules have not changed, but there are new strategies you can use to your advantage. These new strategies are what is marking the new era of digital marketing, and here is how you can use them too:
The 3 strategies which will help you win at Digital marketing in 2020
1. Connect with the context
While there might be too many digital platforms to count, that is not an excuse to not adapt your content to the platform. Every platform has its unique way of communication, and you need to meet those unwritten rules of conduct.
As an example, Instagram is a place for visual communication, where the image is worth more than a 1000 words, but Twitter is a place where you have only 280 characters to make someone’s day and leave an impression.
But that is not all. As native markets will tell you, it’s not just about the platform but about the content around your content. The context – that is what matters more than anything right now.
Correlating your message with the content around it or the context of the current situation will be sure to attract more attention and establish relevance with your customers. This is how you will get users to stop scrolling and see what you have to say.
2. Humanize your brand
Traditional media has always had a very “speaking to the masses” approach. In contrast, the digital world has a more individualistic nature (think family around the TV versus a person in front of the computer).
This intimate nature of the digital mediums requires a different approach in your communication. And the best way to connect with the user, is to humanize your brand.
People view brands as identities, ones that they either want or don’t want to be associated with. This is probably why 70% of consumers feel more connected with brands whose CEO’s are active on Social Media. People prefer being associated with leaders, genuine personalities and people who know how to crack a joke.
To attribute these characteristics to your brand you have to act as a friend and communicate in a bold and genuine manner. Your immediate goal shouldn’t be to sell, rather, to start a conversation.
The success of all digital campaigns comes down to just one thing: Consumer centricity. In the digital age listening is easier than it’s ever been. because unlike traditional media, digital media has opened doors for two way communication.
While these insights do give us information about our customers that traditional markets couldn’t dream of, following every comment, engagement and statistic is basically impossible.
Luckily for all digital marketers, the big data has been met by several innovative solutions that help us interpret it and follow it – live. The successors of tools like Google Analytics are far more customizable and the no-code technology allows you to create something custom for your brand.
This way you can stay on top of everything that is going on in your digital channels – from the number of visitors on your website, to the effectiveness of your campaigns. And I speak from experience when I say that these insights are what will really make the difference in the effectiveness of your campaigns – both for the customer, and for your margin too.
Sometimes, the constant changes in the digital world can be a lot to wrap your head around. Naturally, if you are not in the playfield on a daily basis, it’s hard to know the ins and outs of the game. It’s always smart to consult with real experts who have the knowledge and the experience to help you reach your goals. Investing in your brand, is after all, an investment in your company’s future.
About the author
Dragana Neshovska is a marketing consultant and co-founder of Solveo – a strategic consultancy that specializes in helping businesses from all over the world launch and grow. She uses her experience in fashion marketing and graphic design to lead a team of digital marketers in various creative initiatives. Her best piece of advice to every marketer is: Always thinking about the customer first.