Marketing, in general, is a comprehensive term that embraces a vast number of tactics and techniques that business owners can implement to improve and grow their audience. While marketing was initially based on physical advertisements and brand promotion in the real world, the 21st century has shifted the term’s meaning. Today, under the term marketing, there are two primary fields of development advertising: the traditional one, and the digital one.
It’s not news that digital marketing is progressively overriding traditional marketing, due to the market change. For example, there are already more than 2 billion users on Facebook; not using this network for business advantage would be a crime in 2018!
But what about the old-fashioned marketing tactics, should they be forgotten? Or maybe there is still some use in their implementation. Let’s have a look at the past and the future of digital marketing and clarify what trends to follow in 2018.
Let print media serve your online marketing
There is a common misconception about print media, that it’s dead and isn’t worth business people’s attention. While it’s true that active readership of printed newspapers has decreased, a survey from Harris Interactive discovered that 69% of adults trust their local newspaper. Taking this number into account, any local business owner should keep in mind that print advertisement and printed news related to the business do matter on a regional scale. Moreover, the same survey said that same 69% of people who learned about some product from a local newspaper or magazine would buy it at almost 100% probability.
But what’s new in this approach? The idea here is in remembering about the modern technologies and the idea of integration of the old and the new. What a local business can do: print an ad or get published with some article in a local newspaper. Then ensure that this offline world is transferred to the online media field. It’s imperative that the news about the local print gets to the social media profiles of this business to reach the most extensive exposure possible. Having said that, you should understand that it’s not enough to make a note on Facebook about the print, make posts on every social media platform available (make a tweet with a link to the article, pin it on Pinterest, send a newsletter via Google+, etc.) And don’t forget to rewrite the story in short for your blog to perpetuate such an event.
Smart blogging: it’s not just about written content anymore
There was an idea that the shorter, the better. While it’s better for business communication, it’s not the best idea for blogging and sharing valuable information with your audience. Today, there is no need to writing articles that are fewer than 1,000 words in total. Not only can they not be well-informative for the readers but Google won’t rank them highly. Besides that, to elevate article’s educational value, ensure that they are well-researched and interlinked with other reliable sources.
Besides the word count, which became important in 2018, the content itself should be changed drastically. YouTube today has 1.5 billion active users monthly, which means that video material comes up front in the 2018 blogging trends. The forecast by Cisco even predicted that 82% of all consumer Internet traffic in 2018 would be video. Readers frequently have no time to read long feature articles, yet they do have several minutes to watch a video and receive the same information. You should also understand that videos are not appropriately ranked by Google bots because they contain almost no text, so to make videos work for both people and SEO, ensure to add subs that will be seen by search engines.
The interactiveness of email marketing is not about videos
In 2017, one of the big trends in email marketing was to add videos and interactivity to the basic textual letters. The idea was to make the email look like a tiny website with interactive buttons, playing videos, and personalized content that changes every time a user opens a letter. On paper, the idea sounds perfect, yet its implementation into the real email can cut a sorry figure. All that effort only to provide overlapping content, broken links, and the only thing that actually works is a changing image that is linked to a particular URL inside of the email.
This year’s trends are more moderate and down to earth, while every business owner dreams of the fairy tales described above, the reality has introduced some corrections. In 2018 the leading email marketing trend is gamification. Yes, the direction of gamification was invented by club Nintendo many years ago, yet today it offers new insights into marketing. Gamification, as the name suggests, is the idea that emails should be interactive like a game to engage the audience deeper and so build a strong bond with the brand.
Interactiveness and gamified emails allow businesses to get more subscriber engagement, better website visits, and more newsletter subscriptions campaigns. Games usually provide some rewards for excellent results, and so should your emails. For instance, you can offer discounts if the reader completes a quiz about your brand. The gamification is not just about gaming; it’s about fascinating your subscribers and intensifying brand awareness among them. For example, gamification of the newsletter has brought a 27% raise of returning customers to HireRush, the online platform for service providers.
Digital marketing trends are cyclical and often renew ideas from the past. It’s essential to understand that old-school strategies are bullet-proof even though they might take more time to implement. But, on the other hand, if you want your business to grow quickly, then you should look at new trends and try to implement them into your existing marketing plan, while not forgetting about the existing base. And keep in mind that not all new ideas will work as you wish, so don’t plunge into them. Alter the current strategy step-by-step to reach new heights.