Marketing Is One of the Fastest-Evolving Online Fields
Marketing is one of the fastest-evolving fields out there. Its charm lies in the fact that we can never know what tools and platforms will emerge and go viral next. The differences are enormous even when looking back just a short time. Who would have said in 2010 that Instagram, Pinterest, LinkedIn, WhatsApp, or Snapchat would appear? Moreover, who would have predicted that smartphones and touch devices would rule the world? Perhaps only Steve Jobs could foresee this.
The context in which marketing has developed as we know it today is based on the fact that we literally live in social media, and mobility is what rules. Marketing strategies need to be where the buyer is, and the paths to reach them are updating with each passing day.
What marketing strategies are current in 2017?
Email marketing campaigns, social media, content, or SEO are the pillars of digital marketing. For some, these are already part of everyday life, but for many, they still represent a completely blank page. 2017 is the year when you can no longer exist in marketing if you don’t adopt current strategies. Here are the main strategies and trends in marketing at the moment:
1. Personalized approach
Regardless of the type of campaign we’re referring to (email marketing, content marketing, social media marketing, etc.), the personalized approach is what makes the difference. With a simple look at our email inbox or a Google search, we immediately understand why: the competition is enormous. In a sea of emails received daily and virtual miles of content, it’s complicated to attract and retain users. Through a personal approach, however, this becomes possible. Messages adapted to demographics, interests, and the history of interactions with the brand are the ones that succeed.
At the email marketing level, there are automation software that can segment customer databases down to the smallest detail. At the same time, tools like Google Keyword Planner or Moz can help create the right content that precisely responds to user searches.
2. Relevant interaction with the user
Another very useful strategy is increasing the relevance of content for the user. Many marketers choose to offer quality content in exchange for email addresses, and this is very successful. An e-book, a video presentation, or a detailed infographic – all are enormously valuable if done intelligently and can greatly increase the conversion rate. The automation software we mentioned above can help deliver this type of relevant content directly to email, personalized.
Relevance is gaining more and more ground at the SEO level, where Google pays increasingly more attention to the user and aims to offer the most appropriate results for their search and purposes. A content strategy that increases the relevance of pages and articles for the user is absolutely necessary in 2017.
3. Social media beyond organic results
Facebook advertising is in full development, and Americans know how to sell very well. This is why currently, organic reach has decreased to less than 10% of the number of followers. The conclusion? We need paid advertising to reach our audience. The good part is that a good social media strategy can make Facebook advertising accessible to all businesses, without the need for exorbitant budgets.
Plus, apart from using Facebook advertising, we also use Instagram, Twitter, YouTube, and Pinterest to reach our audience.
4. The power of video
Videos are much more attractive than standard presentations and are much more shareable. Integrating video content into blog articles or social media pages, as well as creating a YouTube page for your brand, are strategies that are becoming indispensable with each passing day. Our colleagues at The Brothers M do a very good job on this part.
In conclusion, the current social context and technological evolution constantly influence the marketing industry and require us to adapt to modern strategies to remain competitive. Staying informed and maintaining contact with specialists in the field are essential.
