Top Digital Marketing Tactics for 2018
Digital marketing in 2018 is shifting. If you do not stay abreast of the top digital marketing tactics, you risk falling by the wayside. Your customers and prospects demand a more integrated experience across all channels. As such, emerging technologies and digital marketing tactics can help you become more visible and reach more customers.
Savvy marketers are moving away from middle-tier influencers. Most find that while they drive awareness, the ROI is small. For companies investing millions of dollars into influencers, they are not seeing the results they could get from other marketing tactics.
Instead, focus your efforts on a few select individuals who offer a good return on investment or shift to a grassroots promotion strategy that will organically grow your reach.
Customer Journey Data
Data-driven marketing is a top tactic for 2018. The key is to understand how the data translates to your customers’ journey. The data you collect should show you where your prospects are at each step during the buying process. You need to analyze the data to learn what appeals to prospects and then design your digital marketing solutions to offer personalized touches at each point along their journey.
Video marketing is huge in 2018, and to stay on the forefront, you need professional live video. Every social media platform from Facebook to LinkedIn is offering live video and coming out with new features almost daily.
While live video is a great way to connect with your target audience, know that video quality is important. A shaky, smartphone video will not generate the interest you want; your prospects and customers expect a professional live video experience.
Chatbots and other conversational interfaces like Alexa and Google’s Assistant will take precedence in 2018. As they become more prevalent, your prospects and customers expect to have conversational interactions with your brand in some form.
Several marketers are already ahead of the game with user interfaces like Alexa. For example, Neil Patel created an Alexa Skill that offers a marketing tip every day for those interested. Consider how your brand could take advantage of these conversational tactics to stay ahead of the competition.
Impersonal email blasts and internet ads are more passé than faxes. Today’s customers expect you to greet them by name and with targeted content aimed at their specific stage in the buying process.
Use personalized landing pages to connect every one of your advertising campaigns. Getting your prospects’ attention and building a personalized connection is critical for your digital marketing efforts in 2018.
Cost Per Experiment (CPM)
CPM is the new metric in 2018. To get closer to true ROI, savvy marketers will roll up the old metrics into a new cost per experiment or CPM. Marketers must experiment with their marketing tactics and measure the outcomes. But the old tools like CPM (impressions), CPC (clicks), and CPL (leads) will not give the data you need.
In 2018, you will have too many channels to measure and even more tools to consider. Using CPM can streamline your measurement and show you a truer ROI on your work.
Consider how sporting events today start with an online experience before the event and continue during the event. Digital marketing is moving towards an integrated experience with offline strategies.
Marketers should experiment with offline integration in 2018. For example, if you use trade shows or other live events in your marketing mix, integrate your digital marketing tactics before, during, and after your event. You will get the most attention and interaction through integration.
With the Internet of Things (IoT) turning everyday refrigerators into searchable devices, people today expect to ask their IoT devices for insight on what to buy. Today’s digital marketers need to take voice marketing tactics into account to stay ahead of this curve.
Consider how you can create content that captures an IoT search and think about advertising in non-traditional places like smart-fridges and other IoT recommendations.
Content marketing is expanding in 2018 to include new formats evolving every day. With the popularity of video, simply writing blog posts and articles will not be enough. Take into consideration how voice marketing will alter your content needs as well.
Content will need more interaction in the new year. Interactive audio tutorials for your prospects and customers might be one avenue to present your products or services.
Machine learning, language processing, and artificial intelligence is opening the way marketers apply digital marketing tactics. Businesses today can better predict their marketing spend and optimize their budgets. Marketers will rely on predictive algorithms to help them quantify their methodologies, making for better and more true ROI projections.
Part of what we do at KEO Marketing is stay abreast of the latest digital marketing tactics to help our clients succeed. Focusing on these tactics in 2018 can have a big impact on your digital marketing results. The overriding theme is creating an integrated, personalized, and engaging experience for your prospects and customers.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.