Tag Archive for: marketing trends

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What’s Trending in Marketing For November 2023

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Welcome to our November 2023 edition of “What’s Trending,” where we bring you the most relevant marketing trends and insights. Stay informed and ahead of the game with our curated collection of marketing trends and reports in winter 2023.

Noteworthy Marketing Trends and News

The Guardian view on festive marketing: stop spending like there’s no tomorrow

In 1998, a British newspaper introduced “Black Friday” as a post-Thanksgiving shopping phenomenon in the US. Today, global spending on advertising during the festive season is predicted to reach a record £9.5bn. However, the environmental impact of promoting overconsumption is a growing concern. The Guardian explores the idea of banning or regulating ads to address misleading environmental claims. The Advertising Standards Authority (ASA) is criticized for its lax approach, with only a small fraction of environmental ad complaints investigated. Tightening regulations is proposed as a step toward aligning advertising with the urgent need for climate-conscious practices.

Microsoft Advertising Shares Holiday Season Marketing Playbook

Elf A SelfieMicrosoft Advertising provides insights in its Festive Holiday Marketing Playbook to help businesses enhance holiday sales. Key points include understanding the timing of revenue peaks around Black Friday and Cyber Monday, leveraging deal-seeking behaviors among consumers, and capitalizing on search for online and in-store purchases. The National Retail Federation predicts a 3-4% increase in US holiday spending. Advertisers are encouraged to align strategies with the ‘Cyber-5’ period and utilize search for targeted advertising. 

Popular cereal gets Bud Light treatment after sneaky marketing campaign

Kid Rock’s anti-Bud Light campaign, sparked by the beer brand’s association with a transgender model, has now shifted to target Kellogg’s-owned Froot Loops in Canada. The cereal faces a boycott after promoting equity, diversity, and inclusion on its boxes, urging kids to practice pronouns. Social media users criticized the move, with some accusing it of “woke indoctrination.” Froot Loops’ digital library, tied to the promotion, offers diverse topics for families. The backlash reflects an ongoing trend of brands facing criticism for perceived political messaging, following controversies like Bud Light’s partnership with a transgender model and Target’s transgender branding frenzy.

Find these articles interesting? You may like: Creating Successful Holiday Marketing Campaigns

Learning Marketing Trends and Ideas

Micro Moments: A New Consumer Behavior in Marketing

Successful businesses understand that consumer behavior in marketing does not stay the same. Consumer behavior changes based on a variety of factors, including new tools and ways of using those tools. The smartphone drastically changed consumer behavior in marketing. This happened somewhat recently, yet people already spend roughly 3.5 hours a day on their phones. The way that a person interacts with their phone is much different than how they interact with TV, magazine ads, or their computer. As a result, marketers must expand the ways in which they engage with consumers in order to continue capturing their attention. Continue to read here. 

Essential Website Updates for Senior Living Communities

According to a study by the Pew Research Center, as of 2021, 73% of adults over the age of 65 in the United States use the internet. This number has been steadily increasing over the years, highlighting the importance of a strong online presence for senior-focused businesses. This article will explore key website updates that senior living communities should consider. The goal is to stay relevant and provide the best possible experience for their audience. Continue to read here. 

The Brand Loyalty Of Generation X

Consumers like certain brands. They develop a trust that the brand’s products are of the right quality and a good value. That trust, along with other positive emotions, causes consumers to develop brand loyalty, where they tend to buy certain products from particular brands now and into the future. How brand loyalty works depends on many factors, age and status in life being two. It is critical to understand how a particular generation develops brand loyalty. The insights gained by this understanding make marketing to the generation in question much easier. Let’s look at Generation X for example. Continue to read here.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

Recent Marketing Trends, Reports, and Updates

2024 B2B Tech Marketing Trends: The Year Of Authenticity 

As 2024 approaches, marketing trends point to a shift from traditional content to richer experiences, a return to genuine human interactions amid automation, and a move beyond numerical dominance in analytics. AI’s role may bring humorous hiccups, emphasizing the value of human intuition. Niche specialists are expected to dominate the influencer landscape. Return on investment will extend beyond financial metrics, and marketing strategies will shift away from linear funnels to dynamic customer journeys. Hyper-personalization is seen as a double-edged sword, requiring a balance between relevance and privacy. Success in 2024 involves revisiting core values and creating meaningful connections.

Ogilvy reveals key influencer marketing trends for 2024

The report cites how live streaming across social platforms will continue to be a critical medium. Sixty six percent of brands already report that creator-led content delivers more ROI than traditional ads. Influencers could see revenue opportunities through live streaming over traditional subscription models as more platforms integrate payment schemes. 

Predicting the top 5 digital marketing trends for 2024 

Over the past year, significant changes occurred in the digital marketing space: the DOJ’s antitrust lawsuit against Google finally going to trial, Apple’s iOS 17 introducing more privacy-centric features that upended the tracking status quo, the EU issuing multi-million-dollar fines against Criteo for GDPR violations, streaming TV overtaking linear TV in viewership, the collapse of MediaMath, Amazon’s impending launch of ads on Prime Video, and—finally—Disney and Spectrum agreeing to a revolutionary new model for linear TV programming and the ways that content providers and multichannel video programming distributors (MVPDs) work together. See the top 5 digital marketing predictions.

Read Article: What We Can Learn from Viral Video Marketing & Examples of How It’s been Successful

What’s Trending In Marketing For August 2023

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Hello and welcome to our August 2023 edition of “What’s Trending,” where we bring you the most relevant marketing news and insights. This month, we dive into the revival of an infamous fast food mascot and explore current trends to watch out for in the summer of 2023. Stay informed and ahead of the game with our curated collection of marketing updates and reports.

Noteworthy Marketing News

 

Quiznos eyes comeback as they bring back Spongmonkeys mascots. 

In a new ad campaign from the famed sub sandwich company plans to bring back the creepy corporate mascots, the Spongmonkeys. After years of decline and a 2014 bankruptcy, Quiznos is making a comeback by franchising new locations. The quirky rodent-like characters aim to revive the brand’s popularity. With just over 150 locations left, Quiznos is determined to regain its place in the restaurant industry and attract customers with the nostalgic return of the Spongmonkeys. Read more here. 

Twitter loses almost half of advertising revenue since Elon Musk takeover.

Since Elon Musk’s $44bn acquisition of Twitter in October, the platform has faced a substantial 50% drop in advertising revenue. The company’s anticipated sales growth in June did not materialize, though July showed some promise. Musk’s cost-cutting measures, including laying off about half of Twitter’s staff, aim to address the platform’s struggles. Meanwhile, rival app Threads has gained traction with an estimated 150 million users, while Twitter grapples with heavy debt and negative cash flow. Despite challenges, Musk aims to turn the platform around. Linda Yaccarino, the new CEO, emphasizes video, creator, and commerce partnerships to boost ad sales. However, the road to recovery may be prolonged due to pre-Musk revenue declines and competition. Read more here.

Netflix scraps low-tier ad free plan.

Netflix’s ad-free $9.99/month basic plan is being discontinued in the US and UK, impacting both new and returning members. However, existing users have the option to keep their current plan until they decide to cancel. Alongside this move, Netflix is introducing a new $7/month plan with commercials. This decision is part of the company’s strategy to diversify its revenue streams and remain competitive in the rapidly evolving streaming market. Notably, Netflix’s recent emphasis on its ad-supported tier has yielded positive results, attracting nearly 5 million monthly users and creating an enticing opportunity for advertisers. Read more here.

Improving Your Marketing Program 

 

Core Difference Between Buyer Journey vs. Customer Journey.

Discover the core difference between the buyer journey and the customer journey in this insightful article. Uncover the stages consumers go through before making a purchase decision and how businesses can nurture relationships post-purchase to build brand loyalty and create brand ambassadors. Learn valuable strategies to engage customers and ensure the long-term success of your business. Don’t miss out on these essential insights! Click here to read the full article.

The Importance Of Lead Generation Content Marketing.

Learn the power of lead generation content marketing in boosting your business growth and attracting potential customers. Discover how to create compelling content that converts prospects into loyal leads, standing out from tough competition. Quality content with specific purposes and formats, along with consistent publication, helps build trust and credibility with your audience. Don’t miss this opportunity to transform your company’s online presence. For a consultation, visit the link below and take the first step towards a successful content marketing strategy. Click here to read more.

8 Reasons to Invest in OTT Marketing.

Discover the top 8 reasons to invest in OTT marketing. With close to 200 million streaming viewers expected in the next few years, OTT advertising reaches a massive audience. Target your audience more effectively using GPS and behavioral data. Unlike traditional TV ads, people engaged in streaming content are more likely to watch entire ads. Personalized OTT ads improve engagement and yield better data on viewers. Flexible campaigns allow real-time adjustments for improved results, and A/B testing helps fine-tune your strategy. Paying for ad views, OTT ads offer a cost-effective and high ROI approach to complement your inbound marketing efforts. Read more here. 

Recent Marketing Reports, Updates, and Trends

 

As we enter the peak of summer ’23, the advertising realm is abuzz with thrilling trends. Artificial intelligence continues to transform content creation with innovative and easy to use tools such as, chatGPT and Jasper.  Among Gen Z, Instagram Reels reigns supreme as the favored social medium, offering brands an avenue to showcase authenticity and engage viewers. Short-form videos dominate summer marketing campaigns, while Influencers maintain their impactful role in fostering genuine connections. These are just a few of the key trends shaping the industry this season. To discover more about these trends and beyond, explore the full article here.

How does ‘Estimated read time’ in your meta description impact SEO?

In a recent poll by Search Pilot, the impact of adding “estimated read time” to meta descriptions was examined. While many believed it wouldn’t affect organic traffic, some thought it could be positive. However, the majority’s prediction was correct, as the display of estimated read time had no noticeable impact on site traffic. This finding highlights the importance of SEO testing and being cautious when following competitors’ actions. The article showcases the significance of user polls in understanding marketing trends. Read more here. 

Hootsuite’s Social Media Trends 2023.

The 2023 social media marketing landscape presents challenges due to economic uncertainties. Despite this, social media marketers enjoy increased budget and autonomy, as the profession matures. Successful marketers will carefully assess opportunities and consider long-term impacts in their strategies. The 2023 social media trends report offers valuable insights to navigate this defining year in the industry. Embrace these trends to optimize marketing strategies amid the evolving social media landscape. Read more here. 

 

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Customer Journey vs Buyer Journey

Core Difference Between Buyer Journey vs. Customer Journey

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You’ve probably heard a lot about consumer lifecycles and the different terms used to describe said lifecycles, such as buyer journey and sales funnel. They can be a little overwhelming and a little confusing. You might even wonder why some terms seem to describe the same thing, such as buyer journey and customer journey. Don’t be fooled–the buyer journey is very different from the customer journey and it’s important that you know what the difference is. The following is a breakdown of the buyer journey vs. the customer journey.

The Buyer Journey

As we’ve previously discussed, the buyer journey makes up the stages that a consumer goes through up to their decision to purchase a specific product or service from a specific company. This includes the awareness stage, during which they realize that they have a problem; the consideration stage, during which they identify the solution to their problem; and the decision stage, during which they decide what product or service is the best solution to their problem.

The Customer Journey

During the buyer journey, the consumer doesn’t become a customer until the end of the very last stage (the decision stage). However, your relationship with your customers doesn’t end the moment they’ve made a purchase. The real success of a business depends on return customers, after all. This is where the customer journey comes into play.

During the customer journey, you should focus on further developing relationships with your customers through regular engagement. Building relationships will help to increase trust in your brand, which, in turn, will improve customer retention.customer journey

Read about How to Use the Buyer’s Journey to Create Great Content

But getting customers to purchase your products and services again isn’t the only goal. You’ll want to establish customer loyalty, which means that they will only buy those products and services from you–and, eventually, will turn to your company for whatever needs you can offer solutions to.

Nurturing Customers into Brand Ambassadors

Once you’ve managed to build that loyalty, you’ll be able to nurture that customer into a brand ambassador. Consumers tend to trust other consumers much more easily than they trust companies, which is why brand ambassadors offer so much value. Keeping all of this in mind, the following are a few tips to help you nurture your customers through their customer journeys:

  • Initiate engagement following purchases – It’s important that you initiate contact with customers as soon as possible following a purchase. Many businesses use automation to send emails thanking customers for their purchase and even recommending similar products (in an attempt to cross-sell or upsell).
  • Send them relevant content – Continue nurturing your customers by sending them emails with content that is relevant to their engagement history (including their purchases and website behavior). The content you send should be informative and should help improve their brand experience. For example, tips on how to use the product that they purchased or general content relevant to their purchase.
  • Request and listen to feedback – Send your customers surveys or request that they leave reviews. Listen to what they have to say. Customer feedback is valuable to improving your business and can help you improve your relationship with your customers as well.
  • Reward referrals – You can encourage your customers to become brand ambassadors by implementing a referral program. For example, you can offer a discount for every customer that they refer to you.

Also Read How Businesses Use Brand Ambassador Programs To Increase Brand Awareness And Trust

The difference between the buyer journey and the customer journey is that the buyer journey leads up to the purchase whereas the customer journey continues following the purchase. It’s important that you have strategies in place to accommodate consumers during both journeys to help ensure the success of your business.

 

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

 

What’s Trending In Marketing July 2023

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Introducing our monthly newsletter, which is dedicated to bringing you the latest marketing trends and updates from around the world. Exclusively tailored for our valued subscribers, this newsletter serves as your go-to source for staying informed and up-to-date in the dynamic marketing landscape. As we delve into the intriguing rebranding journey of Peloton and the cutting-edge updates unveiled at Google Marketing Live 2023, we invite you to join us in exploring the exciting world of marketing together. Let’s embark on this journey of knowledge and discovery!

Noteworthy Marketing Trends and News

Peloton to relaunch brand as company continues to struggle

Peloton aims to reposition its brand to appeal to a wider demographic. While the brand is known for its at home bike services, the company looks to re-shift the brands image to be more welcoming to new users. The new brand identity and creative campaign of Peloton aims to convey an inclusive and dynamic image of the company, which showcases the company’s new offering for all ages, levels and sizes. Pelotons relaunch is an example of the importance of adapting and evolving to reach new audiences. Click here to read more.

Bandaid named most trusted brand. 

Band-Aid has reclaimed its position as America’s most trusted brand, surpassing Amazon, Lysol, and UPS. According to Morning Consult’s Most Trusted Brands report for 2023, this reaffirms consumer preference for established brands. Notably, among the ten brands listed, four belong to the self-care category, further emphasizing consumer trust in longstanding personal care products. The success of Band-Aid and other trusted brands serves as a compelling example of the enduring value consumers place on reliability and familiarity. Read more here. 

NFL plans to grow global markets

The NFL takes proactive steps to expand its global markets program, seizing lucrative opportunities in untapped markets. This strategic initiative allows NFL teams to gain access to international markets, enabling them to secure marketing rights and engage fans on a global scale. In the upcoming 2023 season, 21 teams will actively participate across 14 distinct international markets. Furthermore, by promoting the game of American Football worldwide, the NFL’s Global Markets Program seeks to forge strong connections with fans across the globe. Read more about the NFL global markets expansion here. 

Find these articles interesting? You may like: 4 essential Brand Components.

Improving Your Marketing Program

5 Strategies to Gain More YouTube Subscribers – June 27, 2023

 Video content tends to engage audiences much more than any other type of content. It’s why YouTube and other video social media platforms are so popular. YouTube is not only one of the internets most popular social media platforms, but it also ranks as the second largest search engine globally, right after Google. With that being said, YouTube is a power marketing tool that you should be utilizing today! Check out our recent article to learn how to attract a YouTube following  and boost lead generation. 

Examples Of How Smart Goals Should Align With Your Business Goals – June 23, 2023

In todays dynamic marketing landscape, setting clear objectives is paramount. That is why aligning SMART goals with your business objectives is crucial to the success of your brand. This article dives into the significance of aligning SMART goals with your business goals, as well highlighting the synergistic relationship between the two. By understanding how SMART goals can drive brand growth, you’ll gain valuable insights into optimizing your strategies and achieving measurable results. Read the full Article here.

4 Strategies of a Successful Attraction Marketing Formula – June 21, 2023

It’s no secret that inbound marketing plays a vital role in brand success. which is why it’s important to take a strategic approach in order to maximize your results. That is where attraction marketing comes into play, by shifting the focus onto your audience, your brand awareness will increase. In this article, we explore the four key strategies that form the foundation of an effective attraction marketing formula.

Recent Marketing Trends, Reports, and Updates

The Email Marketing market is poised for significant growth in the near future.

According to a recent GlobeNewswire report, email marketing continues to prove its effectiveness and resilience as a marketing strategy. Furthermore, the global email marketing market has experienced substantial growth in 2022 and is projected to keep growing. In fact, with a valuation of 911.3 million USD in the previous year, the market is expected to reach 1.08 billion USD by 2029. These projections, based on in-depth analysis of the market’s current size, as well as trends and economic factors, highlight the enduring relevance of email marketing in the digital landscape. Specifically, email marketing offers direct and personalized communication capabilities that resonate with businesses and their target audience. Moreover, it provides an effective means of reaching and engaging customers in a highly competitive market. While email marketing has been around for some time, its continued growth and success demonstrate its enduring value in the marketing world.

Forbes predicts 10 marketing trends for 2023.

Forbes has created a compelling list of the top 10 marketing predictions for 2023, as outlined by industry experts. Notably, companies will prioritize digital expectations, authority, AI concerns, and accuracy. These insights highlight the need for adaptation and innovation in marketing strategies. Furthermore, exploring these predictions provides valuable insights into shaping the marketing landscape. Moreover, adapting to evolving consumer behavior will be paramount. This includes prioritizing seamless physical-digital experiences, embracing social commerce, integrating video content, optimizing selling processes, and emphasizing customer retention. In conclusion, these emerging trends highlight the significance of meeting digital demands, building credibility, fostering transparency with AI, catering to evolving consumer preferences, creating cohesive brand experiences, utilizing social commerce platforms, and maximizing customer relationships. To read more, click here.

Google Marketing Live 2023: Here’s what you need to know

The Google Marketing Live conference, held in San Francisco, showcased updates on Google’s marketing landscape. With a primary focus on integrating AI into Google ads, the conference unveiled new opportunities for advertisers. Notably, one innovative feature introduced during the conference was the Google Search Generative Experience (SGE), which leverages AI to integrate ads into conversational chat, creating a more engaging and personalized user experience.. SGE offers personalized recommendations based on previous interactions, delivering relevant assets. In conclusion, this conference exemplifies AI’s influence in marketing, driving innovation and transforming audience engagement. AI continues to reshape marketing practices. For more insights, click here.

 

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Real Estate Marketing Trends to Look Out for in 2023

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Real estate marketing changes by the minute, given the constant entry of new trends, thanks to digital platforms. Other factors that dramatically affect marketing in the real estate industry are the following:

  • Changes in interest rates
  • A growing population of remote workers who want to work and live where they choose
  • Shortage of available homes (There was a 38% shortage of home listings in November 2022 compared to November 2017-2019).

The real estate industry is fierce, and with the uptick in buyer demand, marketers must adapt to the changes. Your retail estate marketing business must evolve with the changing times to maintain a competitive edge. It also must embrace the current trends to generate more leads and close more deals.

This post delves into the top real estate marketing strategies shaping the industry in 2023 and beyond. The details will go a long way in helping you stand up, stand out, and show up for your customers to establish yourself in the market firmly.

Digital Showings and Virtual Tours

Many home buyers prefer digital home staging because of the convenience they offer. Your real estate marketing strategy can digitally showcase beautiful listings to your customers wherever they are.

Video walkthroughs are an excellent approach to this quest and stand out on social media platforms. Through virtual home staging, you can highlight the best features of a house as you narrate how they resonate with the customers’ needs.

Double the impact of your real estate marketing strategy by recording excellent videos as soon as you list a property. That will save you the drive whenever a client requests a virtual house tour. During live video calls, show off your expertise by answering questions live. Digital showings and virtual tours can reduce your real estate marketing costs by approximately 97%.

Incorporate Social Media into Your Real Estate Marketing Strategy

Pay attention to the power of social media in your marketing strategy. Take the best pictures of the homes you want to market and post them on your Instagram or Facebook. You can also leverage social media to display your warm personality, for example, by using humor in your posts. Your audience seeks engaging, informative, and educative material besides the promotional content they encounter.

Your social media marketing strategy must also be consistent. Posting once a month and not responding to your audience’s questions or concerns is the easiest way for your audience to ignore you. Look at the leading competitors and draw inspiration from them to build a memorable online presence with interested followers.

Boost Your SEO on Single-Listing Websites

Over 50% of homebuyers search for detailed information about real estate listings. They appreciate photos, interactive maps, neighborhood information, and real estate agent contact information. There’s no better way to achieve this quest than using single-listing websites. This is a must-have platform for every realtor that wants to:

  • Build brand awareness using their company logo
  • Showcase more photos
  • Capture detailed descriptions of their listings
  • Optimize their listings for search engines
  • Bring together all their favorite social media networks on a single platform

Sadly, only 30% of real estate agents use single-listing websites. Your real estate firm should not miss out. Consider leveraging the built-in lead capture forms to capture potential buyers’ contact details and email addresses. You can take your marketing strategy a notch higher by incorporating email marketing and newsletters.

Social media integration makes your listing website easy to share on all your social media networks. You’ll capture more attention on your listings and enjoy more referrals to boost sales.

Use Drone Photography to Provide a Better View

Today’s prospective buyers want to see high-definition aerial shots as part of property listings. The shots also provide a glimpse of the neighborhood to help buyers decide. To many buyers, the surrounding is often more important than the property when buying a home.

With aerial photography using drones, your real estate firm can create stunning aerial videos and images. You don’t have to spend a fortune to pull off powerful representations of a property’s surrounding environment.

The forecast is that 2023 will experience a housing market slowdown and a demand for exceptional real estate photography. That’s why you can’t afford to ignore this trend.

Target Millennials in Your Marketing Strategy

The U.S. Census Bureau reports that Millennials are now more than a quarter of the nation’s population. Their growing population contributes to a generational shift in the type of buyers in the real estate industry. Being the largest demographic cohort in America, Millennials have a strong voice. That’s why brands are vying for their attention.

You must understand this market segment if you wish to win them over. Learn all you can about their needs and expectations of the buying process, which is crucial to selling more homes. Millennials are more tech-savvy than previous generations. Pivot your marketing strategy to digital solutions, paying attention the following:

  • Millennials are two times more likely to use their mobile devices to search for properties on sale
  • A majority would be confident making an offer on a home they toured virtually
  • Most millennials would like to see 3D virtual tours and digital floor plans when window shopping for a home
  • Approximately 39% of millennials would not mind buying a home online

With that, take charge of your digital presence and marketing strategy. High-quality photos, tours, and social media presence can boost your digital marketing strategy. You also must have convenient communication channels.

Keeping Up with the Real Estate Marketing Trends

The real estate market changes rapidly, and you must keep up with the pace to carve out a niche for your business. An effective real estate marketing strategy you constantly fine-tune will establish you as a genuine contender.

Given the above trends shaping the real estate market in 2023, work with a professional real estate marketing agency. They can help you fine-tune and implement them for solid results. At Steven & Tate, we have a dedicated digital marketing team willing to take your marketing to the next level. Contact us to schedule a consultation.

 

Digital Advertising Trends!

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Regardless of its niche or size, every business must position itself in the market to become profitable. And with digital advertising trends coming up every now and then, it takes considerable effort, time, and resources to design an ideal marketing strategy that will work for your unique business.

As a marketer or business owner, digital advertising is crucial to the continuous growth of your products or business. But many do not know that keeping up with the most recent digital marketing trends often means spending your resources to update processes, upskill employees and acquire new systems and inventories. This explains why marketing takes a significant portion of the budget in most companies.

If you are considering updating or revamping your digital advertising strategy this holiday season, there’s a lot you stand to gain. Besides staying ahead of the competition, you also have the potential to reach new customers while building brand awareness. Here are some digital advertising trends you can implement in your business.

Personalization is Key

Before advertising any product or reserve, you must know who you target and why. Most businesses often run their digital advertising campaigns in silos without a keen understanding of their business, customers, and marketing goals.

For instance, if you advertise some digital products, you must first highlight the goals you want to accomplish. These goals should complement your overall marketing goals and be detailed enough to show who you want to target, when, and how often.

To streamline your digital advertising campaigns, you should have a personalization plan. Personalizing your digital ads means giving your prospects what they want when they want it. This helps optimize your campaigns and increase the chances that your prospects will take the desired action.

But how can you incorporate personalization into your digital advertising? Here are a few tips to consider:

  • Create in-depth customer profiles. Before you can target any of your prospects, you should group them accordingly. You can use AI technology to implement lead scoring and effectively segment your target market for proper personalization.
  • Leverage user data. A lot is nested in the user data collected in the various prospects’ touchpoints. A simple site visit, for example, can give many clues and insights into how the prospects interacted with the website and what needs improvement. You can then use these clues to create a winning video advertising campaign.
  • Use dynamic retargeting to re-engage your audience. Modern personalization techniques allow marketers to show certain ads to certain visitors, increasing the accuracy and effectiveness of digital advertising.

Video Ads are On the Rise

Video ads don’t particularly fall into the category of digital advertising trends since it’s been on the market for quite some time. However, this isn’t to say that video advertising is no longer relevant. In fact, recent statistics from Wyzowl show that 91% of businesses will use video as a marketing tool in 2023, up from 86% in 2022.

If you are wondering why the numbers favor video ads, you must first note that videos have a higher engagement than any other piece of content. Most people love visuals, and marketers are rethinking their digital advertising strategies to reflect this trend.

It’s worth noting that video advertising isn’t simple and often involves lots of creativity and expertise if it’s to make a huge impact. Here are some video advertising tips you can deploy to take your marketing to the next level.

  • Ensure the videos are relevant. You can have the best video ads in the world, but if they are irrelevant they will not convert. Relevancy in the digital advertising niche means different things to different people. But you can simply put it – the videos should speak to your prospects’ problems in a relatable, timely, and persuasive way.
  • Use user-generated video ads. Incorporating user-generated videos into your ads may seem impractical, but it’s easier than you think. All you need to do is ensure the video is edited for length and relevancy.
  • Use first-person experience videos. As the name suggests, first-person videos do away with voiceovers and spokespeople, centering the experience on the customers, business owners, founders, etc. The goal is to showcase some sense of presence, ownership, and authenticity of the brand.

Mobile Optimization

Mobile optimization is one of the digital advertising trends of 2023 that’s proving quite effective in the content marketing niche. With more people using their smartphones to access the internet, it’s becoming increasingly necessary for marketers to adapt their techniques to reflect this trend.

The other reason why a mobile-first marketing strategy is crucial is that new technologies such as AR and VR are predominantly app-based, making smartphones and mobile experiences the absolute winner.

By optimizing content for mobile, marketers and business owners can increase the visibility of their products and brands, helping drive the conversation. Using video content as an example, here are a few mobile optimization techniques you can implement:

  • Use square and vertical videos. Most videos with an aspect ratio of 4:5 are ideal for smartphone users and would work best for social media channels like Facebook and Instagram. For YouTube videos, an aspect ratio of 16:9 is ideal.
  • Keep the videos short. The video ads should be short and engaging.
  • Feature the brand or product message early. Since the video is short, ensure you feature the brand early enough. This ensures prospects know what you are promoting as soon as the ad plays.

Make Digital Advertising a Breeze

Digital marketing is one of the highly dynamic fields, and as a digital marketer, you need to stay up to date with the latest digital advertising trends. The three tips we highlighted above are just a few of the many, so feel free to research and try different techniques before picking the best.

Besides being on the lookout for new digital marketing trends, it’s crucial to constantly review your digital marketing strategies to know whether they are effective. You can seek expert help when monitoring your digital marketing strategies to ensure you have the upper hand.

 

Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals. He does this with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years of experience across various industries. He continues to share and build brands nationwide.

A Guide to the Consideration Stage of the Buyer’s Journey

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Once you’ve managed to draw new leads to your brand by presenting content that helps consumers navigate their problems through the awareness stage, you’ll want to make sure that you have content living on your site (and on other channels, such as social media and email as well) that addresses the consideration stage of the buyer’s journey.

What Is The Consideration Stage Of The Buyer’s Journey?

The consideration stage of the buyer’s journey follows directly after the awareness stage. Once a consumer has a better understanding of what their pain point is as well as of what the potential causes of their problem are, they will begin searching for solutions. It’s during the consideration stage of the buyer’s journey that they will begin to explore their purchasing options.

At this point, you will want to explain what types of solutions will help with their specific problems as well as what their options are and present your products and services as a potential solution.

Let’s say the consumer has decided that they need to replace their current computer, which keeps freezing. They already know that they need to replace their computer and why they need to replace it. If you’re selling brand new computers, then you’ll want to present content that helps provide information that will help guide them to making the right purchase. They may have questions that include:

  • How much do new computers cost?
  • What kind of computer do I need?Image result for buyer's journey
  • Should I buy a new or used computer?
  • What brand is the best brand?

Content that addresses these questions is going to help consumers make a more informed decision about their purchase, thereby helping to get them closer to making a purchase.

How do you create great content with the help of the buyer’s journey?

Creating Content For The Consideration Stage Of The Buyer’s Journey

You will want content on your site that specifically addresses the consideration stage for consumers who have been doing research on your site from the beginning of their buyer’s journey. However, this content will also help attract consumers out there who already know what their problem is and are performing research for potential solutions from the get-go.

While you’ll want to present your products and services as a solution, you’ll want to make sure that your content is still on the informative side and not the promotional side. The more helpful your content is in explaining what the consumer’s options are, the more they will trust your brand’s authority, which will help make them more likely to choose your solution.

You’ll want to create a variety of content, including short-form and long-form articles, videos, case studies, demo videos and more. Topics you may explore that help inform consumers looking for a new computer could include:

  • The Pros and Cons of Used vs. New Computers
  • Mac vs. PC vs. Chromebook
  • Buying a New Computer on a Budget
  • What to Look For in a New Computer

Other forms of content to consider creating include product webinars and FAQs that consumers can explore to see what your company has to offer in terms of solutions to their problems.

During the consideration stage of the buyer’s journey, you’ll want to provide content that provides consumers with information about potential solutions to their problems while also introducing them to your specific products and services. The idea is to give them enough information so that they will feel comfortable making an informed purchase.

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Decision Stage

A Guide to the Decision Stage of the Buyer’s Journey

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After helping consumers learn about their problem and how they can solve it, you will want to present your product or service as the best option for that specific solution. It’s at this point that consumers are in the decision stage of the buyer’s journey.

What Is The Decision Stage Of The Buyer’s Journey?

The decision stage of the buyer’s journey is the last stage, the stage in which you close the sale. However, there’s still work to be done. Although the consumer has decided on a solution by this stage, they have yet to decide on a product or service or the vendor that they will purchase from.

During the decision stage, they will be doing research into the products and services that they are considering as a solution to their pain point.  They will also research vendors that provide those products and services to determine if they are trustworthy. For example, if the consumer has decided to purchase a new computer, they may be looking to answer the following:

  • The pros and cons of different brand computers
  • The type of warranties offered by different computer vendors
  • The expected lifespan of different computer models
  • The different features of different computer models
  • Customer reviews of different computer vendors

Creating Content For The Decision Stage Of The Buyer’s Journey

You’ve done a massive amount of work to help nurture your leads through the first two stages of the buyer’s journey. You’ve done so by publishing a variety of different types of content addressing the awareness and consideration stages. At this point, you’re trying to get your leads over the finish line. This is why you need to have content that presents your brand as a trustworthy and reliable vendor and your product or service as the best option for their specific needs.

How do you drive website conversions throughout the buyer’s journey?

While this means that some of the content you’ll want to have available on various channels (from your website to social media to your emails) will need to be promotional, you can still provide more informative content as well. Types of content you’ll want to offer during this stage include downloadable white papers, case studies, use cases, which show off the benefits of your products or services. You’ll also want detailed product or service videos that include video demonstrations if possible.

Also, you will want to showcase exactly why they should choose to purchase from your business. This should be done by publishing customer reviews on your website and by encouraging reviews on social. You should consider creating customer testimonials as well–video testimonials tend to be extremely effective during this stage.

Creating Reasons to Choose Your Company

Last, but not least, give consumers a reason to choose your product or service over another brand. You can do so by offering a free trial of your product or service or a free consultation. This way they will get in touch with you. Services like Netflix and Amazon offer free 30-day trials. People jump on the chance to take advantage of such services for free and often end up purchasing the service in full at the end of their trial as a result.

The decision stage of the buyer’s journey is the third and last stage. You’ll want to encourage consumers to choose your company’s product or service by not only promoting your products and services, but also by informing the consumer about your products and services as well as about your company. The goal is to convince them that they can trust your brand. It’s also to show them that your product or service will meet their specific needs more so than any other option out there.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
types of marketing videos

Types Of Marketing Videos You Should Use

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Year after year, video marketing grows in importance. Video has never been easier to consume for Americans, especially when considering the increasing quality of smartphones and tablets. Video is also the easiest way for people to absorb information. Additionally, according to a prediction by Zenith Media, the average person will spend around 100 minutes a day watching videos in 2021. The pandemic certainly had an impact on these numbers as well. People have more time on their hands to watch video content, especially those who have switched to a work-at-home environment. Because of this increase in video consumption, a video marketing strategy is an absolute must. The following are some of the different types of marketing videos that you should consider producing this year.

1. Educational videos

Educational videos should be used to help inform your audience about a particular subject. No video marketing strategy will be successful without them. This is because the more informed your audience is, the more confident they will be in making a purchasing decision down the road. Educational videos provide them with the knowledge they need to understand your business and the solutions you offer. There are several types of educational videos, including:

  • Demo videos – Videos that demonstrate how your product or service is used.
  • Explainer videos – Videos that showcase why your product or service is needed.
  • How-to videos – Videos that provide step-by-step instructions on how to do a specific task.
  • Animated videos – Animated videos are a fantastic way to deliver information in an entertaining way, whether they’re explainer videos or how-to videos.

2. Interview videostype of marketing video

Interviews are an excellent way to provide detailed information about certain subjects to your audience while also providing a personality to engage with. You can film interviews with both employees and upper management as well as experts that are relevant to your industry. What’s great about interview videos is that they are incredibly easy to produce.

3. Event videos

Certain events, like industry tradeshows, conferences, fundraisers, and round table discussions, can reveal a wealth of information. Film these events and edit them into event videos for your audience to enjoy.

Leveraging Video Marketing During COVID-19

 

4. Case study and testimonial videos

These types of videos focus on customers and their experiences using your product or service. Not only can you use them as social proof that your products or services work, but they make it easier to build trust with your audience. Potential customers are much more likely to relate to and believe what previous customers have said, after all. Using case studies and testimonial videos, you give customers the chance to explain what their challenges were and how your product or service solved those challenges.

5. Behind-the-scenes videos

A big part of creating a successful brand identity is presenting your company as being relatable. You don’t want your audience to think of you as a big faceless corporation, after all. Creating videos that depict your company behind the scenes is a great way to do this. It shows that there’s a human element behind the business. There are tons of ways to go about creating behind-the-scenes videos. A video of the day-in-the-life of the typical employee or a video of the manufacturing process of a product are great examples.

These are five different types of marketing videos you should consider creating in 2021. As you develop your video marketing strategy, remember that the quality of your content matters — and so does the audience that you’re creating it for. Always keep viewers in mind to ensure that your video marketing efforts are relevant.

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What’s Trending in Marketing for June 2018

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Staying up-to-date on marketing trends is a great way to reflect and verify whether your marketing efforts are in tune with what’s going on in today’s marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day.

The following articles come from popular marketing blogs and highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News and Trends

Instagram’s New Native Payment Feature For Users

According to an article by Josh Constine on TechCrunch, Instagram’s new native payment feature will allow individuals to buy services or book appointments without having to leave the application. Users can now register their credit or debit card as part of their profile and will not be forced to go to a separate website or re-enter their payment information when purchasing a service. For businesses, this exciting feature will lead to higher conversion rates, as people will feel less inclined to quit in the middle of the checkout process and will make Instagram an even more powerful player in commerce. The potential of this feature has also enticed businesses to want to increase spending on advertising their services on Instagram.

Facebook’s Expansion of Reporting Options For Advertisers

Facebook’s Ads Reporting platform will be updated over June and the new changes will allow advertisers to customize their reports to their liking according to a recent write up on Marketing Land. The platform will also make things a lot easier for advertisers as it will include a side panel so they can edit ads on the same screen as the campaign page without having to switch back and forth between tables. Along with the updated platform, a new “creative reporting” metric will also be introduced and will provide users with useful information on which of the implemented creative ad elements are performing best.

Improving Your Marketing Program

Improve Your Marketing Strategy By Asking These 4 Questions

What separates a successful business from the rest? For Dan Gartlan, it’s the constant improvement and updating of marketing strategy. Updating your business’s strategy will demonstrate to consumers and competitors that you are in tune with the changes in your competitor’s messaging, methods of communication, consumer concerns, and the overall marketplace. In this article, Gartlan challenges you to reevaluate aspects of your business in relation to your marketing strategy by asking four key questions.

6 Email Marketing Tips

Email marketing continues to be a popular form of marketing and given the abundance of emails people receive daily, it’s important to make sure that your email looks good and stands out. Our own Nicole Wagner published a blog posts that offers tips on how to make the best out of your email marketing.

Recent Marketing Reports, Updates, and Trends

Amazon, Homebuilders Unveil Smart Home ‘Amazon Experience Center’ in California

A new partnership between Amazon and Lennar, one of the largest homebuilders in the U.S., plans to shake things up with their efforts to create pre-wired, voice-activated smart homes that will change the future for homebuyers. A recent article on Security Info Watch explores how Lennar plans to integrate Amazon’s Alexa voice-assistant program into the design of the future homes they are going to construct. They have already constructed several models of these smart homes across the nation so people can experience what it would be like to live in one. Amazon and Lennar are convinced that this partnership and new creation will allow people to have greater control over their lives and could potentially make doing chores a thing of the past.

Influencer Marketing for B2B Brands in 2018

While you might believe that influencer marketing is solely for B2C brands, Michael Brito asks you to think again. Influencer marketing has proven to be efficient in increasing ROI and reaching audiences. According to Brito, the principles of influencer marketing can be also be applied to B2B markets and the implementation of it for these brands can be explained using the 1:9:90 model of influence, which has been used in the past to find, segment, and activate groups of people. By applying this model and understanding the differences between each group, you can then determine the best way to engage with influencers and encourage them to talk about your company.

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