4 trends to follow as digital marketing evolves in 2017
Posted: Thu Dec 05, 2024 7:19 am
The world of communication is in constant transition. The act of generating and transmitting messages is shaped by the moment in which the situations frame it, even more so when we are dealing with the advertising market and the intention of results.
When digital marketing first emerged, it transformed the way we approach our target audience. In a more user-friendly format, generating information exchange and relationships, brands found specific personas who were waiting for this treatment and, through data measurement, it was possible to disseminate the method to a large audience, resulting in an increase in revenue.
However, as everything is transitory in the increasingly liquid reality in which we find ourselves, simply interacting and sending “promotions” no longer brings results!
The improvement of strategies
Social networks, media and preferences have changed. The way brands interact with their target audience must be adapted to the needs and desires of those who wish to consume, whether consciously or unconsciously.
However, this adaptation is not as simple as it seems. Brands will increasingly need to be present where their consumers are and speak the language of the moment. However, pay close attention to the phrase “language of the moment”, after all, with so much volatility, language is also contingent. If the brand does not communicate in a way that is consistent with the sociocultural moment that the target audience is experiencing, the results can be disastrous.
Check out the trends identified by experts below to help you direct your digital overseas chinese database marketing efforts more assertively!
The evolution of email marketing
With the customer journey becoming clearer and more relevant information about the moment the lead is in, email marketing has become an important tool for individual relationships. However, to keep up with the evolution of the audience, the messages sent can no longer be just promotions or service offers.
With a complete understanding of your target audience, it is important to treat this tool as a personal contact. This way, you can tell stories that will captivate people to interact more with your product or service and engage them with your brand. In this way, in addition to achieving the results previously planned for your campaign, you will be able to generate a brand buzz that will remain active for longer.
Advocate marketing
Humanizing brands is the marketing mission for this decade. Getting closer to the target audience has brought countless positive points, but the time has come to go further. To continue the process, brands need to use their proximity to generate organic publicity and achieve Advocate Marketing.
The method is simple: win over your customer so that they promote and defend your company.
With communication simplified through social media, it has become common for people to share good experiences. After an unforgettable consumer journey, brands should encourage their customers to speak highly of it. After all, if the process was enjoyable, why not share that satisfaction with others?
Native advertising
According to data from Business Insider, by 2021, 74% of all online advertising in the United States will follow the native advertising format.
With the democratization of the internet and people's complete adaptation to the medium, it has become increasingly tiresome to be bombarded with simple advertisements with direct sales messages. Today, the use of ad blockers (applications that block any type of traditional online advertisement) is widespread and a large number of people never even come into contact with the advertisement, wasting a lot of invested resources.
Therefore, the way forward for brands is to be part of the content or generate their own, becoming an essential and attractive part of what the target is willing to consume. This way, the experience becomes pleasurable, assertive and at a lower cost.
Multichannel
By delivering messages through so many means, the sales sector also needs to be multi-faceted. Since the public is used to seeing it everywhere, they will also seek to purchase your product in a simplified way and anywhere. In other words, if your content is on social media, wouldn't it be interesting for the sales process to start there?
In the near future, being profitable will be directly linked to giving consumers more options to close a deal. The flow of information is very large and the desire to buy, without an immediate relationship, can disappear at the next distraction of the customer.
Finally, the most important thing is to understand that the digital environment needs to be seen as a business platform, requiring study, planning, presence and great action. It is important to understand the role of your business and how it should be in a few years, in order to apply different strategies and adapt it to the ecosystem as a whole.
When digital marketing first emerged, it transformed the way we approach our target audience. In a more user-friendly format, generating information exchange and relationships, brands found specific personas who were waiting for this treatment and, through data measurement, it was possible to disseminate the method to a large audience, resulting in an increase in revenue.
However, as everything is transitory in the increasingly liquid reality in which we find ourselves, simply interacting and sending “promotions” no longer brings results!
The improvement of strategies
Social networks, media and preferences have changed. The way brands interact with their target audience must be adapted to the needs and desires of those who wish to consume, whether consciously or unconsciously.
However, this adaptation is not as simple as it seems. Brands will increasingly need to be present where their consumers are and speak the language of the moment. However, pay close attention to the phrase “language of the moment”, after all, with so much volatility, language is also contingent. If the brand does not communicate in a way that is consistent with the sociocultural moment that the target audience is experiencing, the results can be disastrous.
Check out the trends identified by experts below to help you direct your digital overseas chinese database marketing efforts more assertively!
The evolution of email marketing
With the customer journey becoming clearer and more relevant information about the moment the lead is in, email marketing has become an important tool for individual relationships. However, to keep up with the evolution of the audience, the messages sent can no longer be just promotions or service offers.
With a complete understanding of your target audience, it is important to treat this tool as a personal contact. This way, you can tell stories that will captivate people to interact more with your product or service and engage them with your brand. In this way, in addition to achieving the results previously planned for your campaign, you will be able to generate a brand buzz that will remain active for longer.
Advocate marketing
Humanizing brands is the marketing mission for this decade. Getting closer to the target audience has brought countless positive points, but the time has come to go further. To continue the process, brands need to use their proximity to generate organic publicity and achieve Advocate Marketing.
The method is simple: win over your customer so that they promote and defend your company.
With communication simplified through social media, it has become common for people to share good experiences. After an unforgettable consumer journey, brands should encourage their customers to speak highly of it. After all, if the process was enjoyable, why not share that satisfaction with others?
Native advertising
According to data from Business Insider, by 2021, 74% of all online advertising in the United States will follow the native advertising format.
With the democratization of the internet and people's complete adaptation to the medium, it has become increasingly tiresome to be bombarded with simple advertisements with direct sales messages. Today, the use of ad blockers (applications that block any type of traditional online advertisement) is widespread and a large number of people never even come into contact with the advertisement, wasting a lot of invested resources.
Therefore, the way forward for brands is to be part of the content or generate their own, becoming an essential and attractive part of what the target is willing to consume. This way, the experience becomes pleasurable, assertive and at a lower cost.
Multichannel
By delivering messages through so many means, the sales sector also needs to be multi-faceted. Since the public is used to seeing it everywhere, they will also seek to purchase your product in a simplified way and anywhere. In other words, if your content is on social media, wouldn't it be interesting for the sales process to start there?
In the near future, being profitable will be directly linked to giving consumers more options to close a deal. The flow of information is very large and the desire to buy, without an immediate relationship, can disappear at the next distraction of the customer.
Finally, the most important thing is to understand that the digital environment needs to be seen as a business platform, requiring study, planning, presence and great action. It is important to understand the role of your business and how it should be in a few years, in order to apply different strategies and adapt it to the ecosystem as a whole.