We love to analyze marketing innovations. It’s interesting to see what’s hot and what’s cold in the market, but to make this study as practical and applicable as we like, our team is equally interested in which communication channels and innovation techniques will have the biggest business effects on business enhancement. Our analysis provides examples of the latest innovations in digital media, technology, and data that support the digital transformation and also how social media greatly influenced them.
A good example of the business impact that digital media and technology have on a business is the Dominoes Pizzeria. Domino CEO of Britain, Dave Wild, spoke about the impact that digitization had on business at a Technology for Marketing / E-commerce congress. Domino of Great Britain only accepted orders via mobile devices in 2010, when online sales accounted for less than 30% of the company’s sales. Eight years later, Domino has more than 50 percent of the market, with digital transactions accounting for over 80 percent of revenues, and the smartphone app accounting for more than ⅔ of all sales. Most of the apps are social media apps.
In this review of digital innovation, I will present some examples of the latest marketing techniques being applied by leading companies that are likely to be market trends this year.
To structure my analysis, I will take a closer look at these new techniques and technologies, supported by these digital marketing communication techniques that form the digital channel:
1. Planning Trends and Digital Marketing Strategies
A key trend within the overall digital strategy development plan is the current popularity of digital transformation programs. Recent research from members of a digital transformation webinar has shown that about ⅓ of the digital business is planning a digital transformation for the next 12 months, and about ¼ is already on the journey. These results are very similar to what we have seen in other general surveys we have conducted.
Within a digital marketing strategy, there is a constant interest in developing integrated digital marketing strategies that use multiple communication channels simultaneously. Digital transformation programs are the answer to the challenges generated by the pockets of digital information in companies where there is difficulty or total failure in the digital integration of information within the company. In these cases, we recommend using a more consumer-centrist approach so that you can review the approach for different personas within the cycle presented below. In today’s era of channelize marketing (all communication channels are integrated for a better user experience), there are a variety of marketing techniques that can be applied to paid, proprietary or deserved media, which we advise to review within the journey of user.
If you are wondering “Why channelize?”: Omani comes from Latin Omanis, which means “all, all, complete, whole, integral.” This prefix emphasizes the importance of finding ways to reach and interact with consumers through multiple touch points within all communication channels. It shows a very technical approach to targeting specific audiences, but must recognize that budgeting needs to prioritize the communication channels that deliver the best results.
2. Marketing Planning and Strategy
Ultimately, it’s the business, marketing, and development of branding strategies that fuel a business’s growth, so it’s important to have a healthy branding and marketing strategy before you start working on digital tactics. Otherwise, your efforts in digital tactics are quite likely to be wasted when directed at an inappropriate audience, or when your brand lacks sufficient market value. The key trend here is the way digital technologies and media offer opportunities for digital disruption. Digital marketing is not always used as a switch yet.
3. Search Marketing Trends
Since Google dominates the search results that businesses receive in return, our summary of search marketing trends will focus on Google. The most obvious change launched was the Google Marketing Platform, which had Adwords renamed to Ads, and the largest and most complex integration between data analytics tools such as Google Analytics, Data Studio and AB testing with the Paid Ads. For organic searches, one of the changes to watch out is Google’s Speed Update, which will penalize slower sites, which was released recently after months of testing. Although this tool initially only affects slower sites, given past experience, we can expect Google to make changes to the measurement algorithms to increasingly affect sites that do not constantly update and improve site speeds.
4. Trends for Social Media
One of the best sources for compiling data on the use of the Internet and Social Media is the Annual Report on Marketing and Communication, commissioned by the US Government – Communications Market Review. The most recent report, published a few months ago, gives a good view, and summarizes well the most recent changes in the relationship of social networking by age group between 2016 and 2018:
Facebook – Presents static growth or decline in use across all age groups except 55+, which is now the largest consumer audience on the social network
Instagram – Shows audience growth across all age groups, with the 25-34 age group being its most public, followed by the 18-24 age group
Snap-chat – The largest consumer group, and the one with the highest growth rate, is again the 25-34 age group, proving that Snap-chat is not a social network for teens. In fact, there is an increase in users also in the older age groups, which are not so far behind the younger age groups. However, the frequency of use of this social network is not taken into account within these graphs.
5. Email Marketing and Marketing Automation
Of all the communication channels we are covering in this article, discovering new techniques for using email marketing is challenging. Most email marketing tactics have been around for a long time, and newer techniques are related to improving the relevance and interactivity of this channel on smartphones. This recent comparative report on e-mail experiences in the retail and tourism industries provides a good gauge of this.
In essence, the five points above are closely related to communication and today’s communication is more happening on social media. Thus the trend of using social media has a big influence on digital marketing.
The Complete Guide – Content Development Process In SEO
You may have heard the terminology “SEO content” being frequently used in marketing meetings if you are not entirely new for the space of search marketing. Content SEO is an essential and integral part of any SEO strategy. Without content, it is tough for your website to rank in different search engines. It is, therefore, critical to write and adequately structure superior quality content!
This ultimate and complete guide covers the most vital areas of the content development process involved in SEO services. Read on if you want to explore how to create content that helps your web pages rank in search engines attached with local or eCommerce SEO services.
Complete Guide – Let’s explore significant parts of content development procedures in SEO:
1) Keyword Research and Content Mapping
Keyword research involves building an all-embracing list of keywords you would like your website to rank for in the search engines. Every content strategy starts with keywords research, as you have to figure out what your target audience is searching for online for you to generate more web traffic. Keyword research assists you in finding the terms you should be focusing on to rank your site.
Keyword research and application has four vital stages:
- Write down and plan out your business mission
- Create a list of all categories of keywords you want to be searched for;
- Look at the overall search intent and behavior
- Create fresh landing pages or map all the vital keywords in the current website pages
If you execute your keyword research precisely, you should have a comprehensible summary of the phrases or terminologies people use for finding similar pages as yours and for which you want your pages on your website to be found. This summary will serve as an SEO and content development guide for creating targeted content on your site portal.
The number of keywords to be targeted
Even if you are a small-sized company with local SEO services, you will most likely have hundreds of different keywords. However, you don’t have to build website pages and content for all of them instantaneously. The best stuff about having a Content Management System (CMS) is that you can slowly set the targets and add website content. Think regarding which keywords you desire to rank for straight away, and which ones aren’t instantly imperative. Plan out your marketing priorities and then create a content creation strategy.
There are four sorts of keyword-based search intent
a) Informational intent: People are finding a solution or answer to a specific query and detailed information on a precise subject.
b) Commercial intent: People want to purchase things now or in the coming time and are doing thorough research earlier to make a product or service purchase.
c) Navigational intent: People desire to explore a specific website; however, instead of entering the precise URL, they are entering a term into a particular search engine.
d) Transactional intent: People are discovering to purchase something after executing their commercial intent searches.
Search engines are all the time trying to answer to the precise requirements all people have, and they are improving day by day at understanding different people’s intent. So, put simply, if 90 percent of the people are searching for <change car tire> possessing informational intent, and you are targeting and optimizing for transactional intent to sell tires. It is more likely that your website will not rank at the top search results most of the time.
2) Website Structure
There are many important reasons why website structure is an essential ranking factor and vital for SEO content.
a) Effective structure assists Google to understand your website easily
The approach your website is structured offers Google vital clues about where to find the most meaningful content. Your website structure leads a search engine to understand what your website portal is all about, and how effortlessly it will search and index content applicable to the website’s objective and intent. An optimized website structure will, therefore, steer to a better ranking in the Google search engine.
By developing such a structure, you can use existing content that has engrossed links from others to assist other website pages rank as well. Your website structure will assist spread out some of that link juice to the several pages on your website. On a corporate or services site, you can utilize higher quality content you have developed to enhance your marketed pages’ search engine rankings.
b) The practical structure ensures you don’t compete with your own SEO content
On your site, you will most likely have numerous blogs on similar topics. For instance, you write about digital marketing. If you wrote ten blogs about digital marketing, Google would find it challenging to figure out which ones are most significant. So you have to clarify this through your website structure so that you don’t compete with our own blogs for Google’s topmost spots. Consequently, resolving challenges like this utilizing a better internal linking structure will lead to higher rankings of your blogs and promoted website pages.
It would help if you produced eye-catching blogs, which makes your target audience want to remain on your site. Additionally, you also need your SEO content appealing to Google. However, you require optimizing your content smartly so that it remains easily readable and maintains its original idea.
Original SEO content doesn’t inevitably mean every time you need to create brand new content. If your story is entirely new, that will automatically indicate that it is original. Nevertheless, shaping your professional opinion on a specific subject is also considered as original content. Your angle to a story will make your content exclusive and unique.
4) Content Approach and Design
Content approach and design make the content development process more effective, focusing on real user needs. It doesn’t just help you find what your target audiences desire; however, it also focuses on actual requirements. It also covers the content style, the language as well as format; they necessitate it.
5) Context and Search Intent
As search engines are getting smarter, they now understand the quality content on websites in better ways. They don’t just explore if a keyword pops up a specific number of times on a website page. They even figure out the actual context of those keywords, such as co-occurring terminologies and content phrases, similar words as well as synonyms. Also, Google understands users’ queries more healthily, so it finds the users’ search intent. Is someone exploring a product or just wants the product information, it finds the best applicable intent that fits for that particular user.
6) Content Optimized for Search Engines
The final requisite for producing higher quality content is to consider that it is optimized for various search engines. You want your SEO content to be effortlessly found on the web. Searchability has to deal with the overall likelihood of Google selecting your quality content for the result web pages. You must take this final stage after you have developed an original and readable content post.
Optimizing your superior quality content and enabling snippet preview will assist you in making your website pages findable on different online platforms. The optimizations and tweaks on your final original content can drastically increase your probability of being chosen by the search engines.
The content development process in SEO is a large and integral part of any digital marketing strategy. It covers all the components of creating content and structuring the same on your website portal as well as landing pages. Content SEO is highly essential. Google goes through and scans your website content with its methodologies.
Google’s algorithm settles on the ranking of your website principally based on the quality of content you publish. So, you require writing down knowledgeable SEO content, focusing on the precise keywords, and structuring your site in an approach that Google understands. It involves a significant amount of work. However, it will pay with positive results in the longer run.
Top 3 Features Every eCommerce Website Should Have
As eCommerce focuses on sales and business online, it should be obvious that your website is built for both your employees and your clients. If your website is poorly managed, you will not be able to attract new clients or turn leads into prospects. If the website does not have tools for your employees, they will find that it is difficult for them to do their job. Therefore, you must equip your website with several tools that will provide everyone with the best possible experience.
Here are the top 3 features any eCommerce website should have:
An Employee Section
Creating an employee-only section within the website is one of the most important things that you can do for an eCommerce website. This will allow them to share data and stats and see how communication with clients are going. It creates a portal where they can constantly be in talks with one another. This can be done easily by using a member access website builder when creating your site. These tools are specifically designed to create websites that have two levels of access. This way, all of your employees can access sensitive information limited to clients.
Additionally, having an employee section will allow you to better manage the discounts and promotions you offer on your site. You can provide specific user access for your employees who will be responsible for creating and managing discount codes, as well as adding discount codes to categories, brands or products, and even those that affect shipping and delivery. Employees with access to the discount codes will have the ability to set these codes active or inactive as needed. Thereby, if you are looking to create an eCommerce website, you have to look into an employee-only section.
An Easy Checkout System
The last thing clients and customers should have to worry about when using your website is using your checkout system. A poorly designed system can ruin any sale and have your client choose to go elsewhere. Therefore, when creating the website, spend some time looking into your checkout system and decide if it is easy to use. It doesn’t matter how good your marketing is if your clients get confused as they move to buy the product.
Needless to say, your website should be user-friendly and intuitive. Statistics show that almost 76% of consumers prefer easy to use sites which aid them in completing their transactions faster. Come to think of it, eliminating the unnecessary complexities that can inhibit your customers from eventually purchasing your products can lead to increased sales and revenue. Thus, apart from a seamless checkout system, provide shopping categories, filters, or even comparison capabilities. You can also improve your search functionality by leveraging auto-complete options or create effective and visual navigation. It will also be easier for your consumers if you can create pre-populated forms for them. All these are geared towards a more user-friendly experience for your consumers, earning you an advantage over your competitors.
Search Engine Optimization
Finally, you want to ensure that your website is visible and is discovered by as many people as possible. Through the use of search engine optimization, you can get your website to appear higher on any search engine query, therefore greatly improving the number of people seeing your content. From there, with proper web design and marketing, you can turn that web traffic into sales. Many companies use search engine optimization so always ensure that you have incorporated this feature into your website.
In order to be able to effectively gauge if your SEO technique is efficient, it helps to incorporate reporting and analysis tools in your website. As much as possible, design your dashboard to be interactive such that it will be effortless for you to make more informed decisions backed up by relevant data because the charts and statistics you see on the reports are easy to understand and interpret. The effectiveness of your SEO strategy becomes apparent when you see reports indicating that you have an increased user base. On the other hand, the reports can also indicate that you need to make the necessary modifications to your SEO technique if you deem that it is no longer effective based on the data in your dashboard.
Nevertheless, the reports will also help you distinguish your new customers versus your returning customers, as well as your top-selling products, brands, or most used discount codes. It would also greatly help if you would be able to modify the dashboard statistics to reflect specific date ranges which include the sales of your store by amount or order volume.
By incorporating these three tips, you gain an advantage by the exceptional eCommerce website you create. Establish a good employee section to promote employee engagement and loop them in the current trend, reports, and statistics of the company. If you’re lucky they might also input and come up with better ideas that are significantly beneficial for your company. Create an easy to use checkout system so your clients will not have any problems when it comes down to purchasing. Finally, through the use of search engine optimization (SEO), your website will be discovered much more by potential clients, therefore increasing sales and prospects.
What Makes Content Marketing Truly Great?
“Content Is King”; it seems that this phrase keeps on popping up wherever we go in the world of marketing. While there are many factors that go into making an exceptional marketing plan, it’s not an exaggeration to say that the quality of the content created can single-handedly make or break the whole strategy.
So, what exactly is content marketing, and how can you create captivating content? Is content marketing really worth it anyway? Let’s find out!
What is Content Marketing?
Just like every other marketing strategy, content marketing is just another strategy that, ultimately, aims to increase profits. However, unlike direct sales pitching, content marketing revolves around creating captivating, relevant, and valuable content that attracts the audience, all while coming up with tactics to distribute it through means that best ensure its effectiveness. Ultimately, content marketing plays a big role in satisfying marketing goals, whether through the direct sales enhancement or indirect profit generated after improving brand quality, increasing exposure, and strengthening customer relations.
There are two main players when it comes to content marketing: content and marketing. The content player covers various forms; most of us instantly think of written content first, but that’s not the only form of content. Videos, illustrations, presentations, and any kind of media that communicates with the audience all fall under the umbrella of the content. Meanwhile, the marketing player refers to the strategies and tactics deployed to maximize the impact of the content created. It takes into consideration the platforms of distribution, the time of publishing, the positive or negative feedback, as well as analyzing the campaigns and utilizing the data generated in future strategies.
How to Be Great at Content Marketing
As crucial as content marketing is, many fail to create content that satisfies the minimum quality criteria. The reason behind this is simple, many focus on only one aspect of content marketing, either content or marketing. It makes sense then that their content marketing becomes lacking, failing to deliver the desired goals. That may discourage these marketers from investing as much time and effort in content marketing, while the real issue lies not with content marketing, but rather with how they approach it.
To make it simple, in order to excel at content marketing, there are a few steps that should be taken in the process.
- Seek Help from Experts
Every expert was, at some point, a beginner. It takes years of trial and error to finally get the big picture and be familiar with all the nooks and crannies of the trade. This means that, whether you’re a beginner or you’re looking for a way to get the best results, seeking the help of a digital marketing agency is the best course of action to take. An agency with top-notch experts will help you create the best strategies while taking care of all the steps needed to bring such a strategy to life. These experts won’t only adopt the best content marketing practices, but they’ll also give you insight as to what your marketing plan is currently lacking and how to improve it.
- Create a Solid Marketing Plan
Image Source: https://cdn.pixabay.com/photo/2019/05/26/06/05/digital-marketing-4229637_960_720.jpg
Some people prefer to take on the responsibility of content marketing themselves instead of outsourcing it to an agency. This can also be quite effective when you know what you need to do and how to excel at content marketing. Before taking any steps though, the most crucial part of content marketing is planning and creating strategies. Creating random posts won’t do you any good unless they’re based on a methodological approach that lays the foundation for achieving the desired marketing goals.
- Think About Your Viewers
As tempting as it can be to keep posting about your business and how awesome it is, your viewers aren’t really interested in that. They want to know how your business can benefit them, why they absolutely need to especially invest in your products or services and not anyone else’s, and why they should become loyal to you. This sense of loyalty will never be instilled in them unless you make them the center of your content universe, and only then will your content marketing start to reap its benefits.
- Create Content that Fits Your Brand
Centering your content around your viewers doesn’t, by any means, indicate that you should neglect your brand. On the contrary, your biggest and most sacred goal of content marketing has always been to make it so that anyone who stumbles across your content is left with an unforgettable impression of your brand. Whatever you create, the content should, at all expenses, conform to your brand value, tone, and goals.
- Make Use of Storytelling
Ever since the dawn of time, humans have depended on storytelling to get their message across. If anything, listening to a story is entertaining and exciting, so you can at least rest assured that telling a story won’t bore your audience. However, it’s still true that storytelling is an art, so just deciding to tell a story won’t cut it if you neglect talent. When deployed correctly though, the storytelling will breathe life into your content marketing and captivate the viewers’ attention in the way you desire.
- Simplify, Deliver Value, and Engage
Sometimes, you’ll have an overly complicated topic that you want to share with your audience. Perhaps you even feel like bragging about the level of expertise your brand has reached. Regardless of the temptation origin, here’s a golden rule you should always remember: Simplify. Your content should address the viewers on the conception that they don’t know any technical information about your brand while succeeding in delivering the simplest explanation. It should be both valuable and interesting enough to engage with the content you deliver.
- Always Ask for Feedback
The fastest and most effective way to know how well your content marketing is performing is to listen to the feedback of your audience. However, your viewers will rarely take the initiative to contact you for feedback, unless they have something negative to complain about. Instead of waiting for the bomb to drop, it’s better to make it an integral part of your strategy to ask for feedback and optimize your future strategies based on the feedback you get.
- Delivering Content Is Just as Important as Creating It
This is where the marketing half of content marketing comes to play. Many content marketers fall into this mistake while creating their strategies, they focus on creating content without deploying the best practices of delivery said content. In order to create a compelling content
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