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Digital Marketing | News

New Marketing Tech for 2020

The technological landscape of the digital marketing industry is changing constantly. What worked so well one day is obsolete the next. In order to keep your inbound strategy on par, you need to stay up to date on the latest technology.

What’s new in the industry? Take a look:

Twitter 6-Second Viewable Video Ads

Twitter is now offering advertisers a new bidding option: ad purchasers now can run video ads that are 15 seconds or shorter in length and they won’t be charged unless the ad is viewed for at least six seconds with pixels at 50 percent  in-view.

Why Marketers Should Care

First, if someone doesn’t watch the video longer than six seconds, you won’t be charged. 

Second, for those marketers who care about how many people watch videos to their end and want to try out short-form videos that are optimized for in-feed viewing, this new six-second video ad bidding option offers advertisers the flexibility of running short-form assets optimized for in-feed viewing. 

Tip: Ads created for television often don’t do well as video for Twitter, Facebook and Instagram:  it’s best to create ads for mobile usage, rather than simply moving a television spot to social media advertising.

Awesome Inbound Marketing Campaigns Offer

Long Form Content

As attention spans shrink seemingly exponentially it might “feel” true when a digital marketing guru says, in effect, “No one likes to read. Everyone prefers short tweets, short videos, podcasts, infographics. Blog posts – words –  are dead.”

Wrong! From 500-word posts (some people now call them “long-form,” which makes sense considering that 280-character – about 50 words – tweets are the norm now) to 2,000+-word posts, longer content is beloved by prospects… so long as it’s truly informative and speaks to their specific needs.

Why Marketers Should Care

Long-form can be great for SEO. Even Google itself has said when it tweaked its algorithm in 2011 to showcase truly informative articles instead of keyword stuffed pages (original Panda update): “Users often turn to Google to answer a quick question, but research suggests that up to 10 percent of users’ daily information needs involve learning about a broad topic. That’s why today we’re introducing new search results to help users find in-depth articles.”

In addition, back in 2012, serpIQ ran a survey involving more than 20,000 keywords, with results showing that the average content length of the top 10 results was more than 2,000 words. So much for prospects’ shrinking attention spans killing long-form content!

Tip: the best length for long-form content tends to be in the 1,400-1,600 word range, with 1,200 being the minimum to be considered “long-form.”

Voice Search Becomes Mainstream

Many of us are too busy to even type out a search query. Voice search has, as a result, pretty much become normal. 

Why Marketers Should Care

With that popularity, understand that voice search changes the phrases and keywords people use to find what they are looking for online. Internet searchers may use long-tail keywords more frequently.

SEO tools such as Nightwatch.io and SEMrush, can provide you lists of keywords with a predefined phrase – including long-tail keywords. They also can help you discover new competitors online, assess your search availability and find keywords for which you could rank. 

Chatbots are Here to Stay

Love them or hate them, chatbots are here to stay.

The research company Gartner in 2016 predicted that by 2020 people will have more conversations “with chatbots than their spouse.” Will that be true? Who knows?

Why Marketers Should Care

As much as people profess to hate them, chatbots are probably here to stay, particularly as voice search increases. Today chatbots particularly are helpful when it comes to customer services.

For example, Dom is an “ordering assistance” chatbot created by Domino’s Pizza that allows for interaction through voice, texting and even Facebook Messenger, helping users order food through their mobile phones.

In addition, a new form of chatbot, known as “chat blasting,” is akin to an email blast, but with the content sent through messaging platforms such as Messenger. Reports are that chat blasting receives 60-120 percent higher user engagement rates. 

Interesting Opinion 

Larry Kim, the CEO of MobileMonkey believes that “consumer preferences are already favoring chat over email for communication.” Kim’s MobileMonkey is an intuitive Facebook Messenger chatbot tool for customer service and  marketing. 

Marketing Personalization

If you talk to them as they want you to, your customers will come (or at least not go away): personalization.

Marketing personalization remains huge – and costly if your customers leave you because of poor communication/lack of trust.

Why Marketers Should Care

Accenture reported earlier in 2019 that 41 percent of consumers stopped from buying from a company because of that lack of trust, etc., resulting in a loss of $756 billion.

Two personalization tools only use data obtained legally, such as through browser cookies. They are Dynamic Yield and Evergage.

Dynamic Yield helps marketers manage customer data from a CRM, ESP, DMP, APIs, and more. It can ID and personalize data for anonymous (think of it: it personalizes the data of anonymous users), automatically uncover deeper segmentation opportunities, and more.

Evergage helps you respond to customer questions in real time and run A/B and multivariate tests of experiences and algorithms; target your visitors by presenting experiences and messages to them based on email or ad campaign source, geo-location, visit frequency, and duration; use machine learning to ID the most important data for your marketing activities; and more. 

Micro-Moments

Also known as “micro-moments,” these are search queries that start with the phrase above. 

Why Marketers Should Care

Brand24.com reports that more than 30,000 searches begin with that question each month and yet 60 percent of them never receive an answer.

You can use a social media monitoring tool as well as Google Analytics 360 to search for query phrases such as “where can I buy,”  “where can I eat,” “who can recommend,” etc. and then actually react to these queries in real time. 

Sharing Old Social Posts

Sharing old posts to social media has become the new, new thing. Share an update and you know that most of your followers will not see it. So instead of continuing to create and share new updates, share your “used” ones. 

Why Marketers Should Care

Sharing old content is a way to save you time and money (instead of creating new content). It also can help you get more traffic from the same followers (they missed the post the first time). For example, Redpoint venture capitalist Tomasz Tunguz found that each time he reshared a piece of content on Twitter, it still received about 75 percent of the retweets the original post received.

The tool Revive Old Post can help you schedule and share previously posted updates.

Omnichannel Marketing

Omnichannel marketing provides your prospects with a seamless and consistent communication process across all channels.

Here’s an example of omnichannel marketing: you first interact with a prospect on social media, then through a blog post you broadcast on your social channel, leading the prospect to your website, where you then capture their email address with a free offer. Bingo! Qualified lead!

Why Marketers Should Care

Research by Invesp shows that companies engaging in omnichannel customer engagement strategies retain an average of 89 percent of their customers, compared to 33 percent customer retention for companies with less-than-stellar omnichannel marketing strategies. 

The main focus of omnichannel marketing is for you to keep track of all of the prospect’s interactions with you on all the different marketing channels at which they do so. This will impress the heck out of your prospects/customers: “you like them; you really, really like them.”

Capterra and Insightly are two CRMs that can help track your interactions with customers on different platforms.  

Using User Generated Content

Don’t tell prospects how great your products/services are, let your current customers do so: user-generated content.

Why Marketers Should Care

Bazaarvoice has said that user-generated content has an impact on the buying decision of 84 percent of millennials and 70 percent of baby boomers. 

User-generated content is akin to a word-of-mouth campaign, but better, because users have a sense of belonging. You’re creating a tribe, cultivating raving fans. They become your people.

User-Generated Content Examples: 

  • Target created a hashtag (#targetstyle) and asks customers to post pictures of themselves using/wearing/engaging with their products on social media. (As of late August, the #targetstyle hashtag on Instagram had more than 1.2 million posts.) Target buyers also can post a pic of themselves wearing/using a Target-product on the Target website as they leave a review. 
  • Tourism Queensland told people to apply for the best job in the world. The gimmick went viral worldwide and 35,000 people created video applications, leading to an estimated $368 million in media coverage, 8.4 million unique website visits, and 55 million page views.

Selling Directly on Instagram

Instagram has made selling a lot easier after the launch of their shoppable posts feature. Before this was introduced, you could only connect users to your products with a link in your Instagram bio or story. Now, followers can purchase merchandise directly from your posts.

Why Marketers Should Care

Instagram shoppable posts make it so your followers can complete the buyer’s journey without ever leaving the app. Not only is this business-friendly, it makes sense for consumers as well.

With 800 million Instagram users and 80% of those already following a business profile, the ability to shop natively within the app is long overdue. Instead of following a retail profile, seeing a product they like in a post, and then heading to the store’s website to search for it there, followers can now see it, like it, and buy it straight from the Instagram post itself.

Implementing these Strategies

Now that you know what’s trending in the industry, put it to work in your brand’s marketing. 

Schedule a chat with Jeff Hays, our director of client services, to chat about how we can use these strategies to improve your business’ lead generation.

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