Digital marketing. As a buzzword, this expression is used in all the meeting rooms of major decision-makers, aware of the radical change brought about by technology and the opportunities they can derive from it. But in concrete terms, what does this concept imply, what are the best practices for effective implementation, what are the profiles that must be found in a company that implements its digital marketing strategy?
These are the questions that many managers ask themselves in search of viable solutions for their structures. In this article we will try to give you some clarifications on the concept of digital marketing as well as the tactics to put in place to reach their target digital marketing is a generic term that takes into consideration all of the internet marketing methods and tactics. Companies use digital channels such as Google, social media, email, and of course their websites to connect with their current and potential customers.
- Inbound marketing
The inbound marketing is a marketing strategy to bring the client to itself rather than go get with traditional outbound marketing techniques marketing such as advertising, radio, television, display, phoning.
- Content marketing
The content marketing is the process of creation, publication and promotion of useful content for the targeted persons by a company in order to increase brand awareness, improve traffic growth on online spaces the company, the generation of prospects or customers.
- Search engine optimization (SEO)
SEO or search engine optimization is the process of optimizing a website in order to improve its position on search engine rankings. SEO services increases the position of a site on search engine results, which increases the amount of organic traffic from that site.
- Social Media Optimization (SMO)
It’s a bit the equivalent of SEO but applied to social media. The SMO is Optimization for Social Media or social referencing is a set of methods to attract visitors to website content through the promotion of these via social media. The SMO brings together actions aimed at promoting the dissemination of content through the manual action of Internet users.
This promotion of the brand and its content on social media to increase sympathy for the brand, generate traffic and leads for the company.
- Pay-Per-Click (PPC)
The PPC can be translated into French by cost per click (CPC). It is a paid referencing method which consists of using search engine advertising unlike natural referencing which attracts traffic to your site in an organic way. The principle of the PPC is that the site pays the host each time his ad is clicked. Google AdWords is the most used platform for PPC.
- Email campaigns
Companies use email marketing as a means of communication with their customers and prospects. Its use is often affiliated with the promotion of company content (news, newsletters, product releases, participation or organization of events, etc.). It is also an effective way to attract traffic to the business site.
- Marketing Automation
Marketing automation (marketing automation in French) refers to all of the techniques that allow the launching and unfolding of marketing campaigns almost without human intervention other than that of the initial planning. Marketing automation is found in many digital marketing actions such as e-mails, social media, online advertising and retargeting campaigns.If you are already doing digital marketing, it is very likely that you will already be able to reach certain segments of your target audience online. However, like any strategy, optimizations are always necessary to give maximum effectiveness to your strategy and increase your chances of reaching or even exceeding the objectives that you set yourself.
Martech failure? 50% say loyalty programs don’t offer much value
The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?
Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not.
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The gaps. So what is it customers want and aren’t getting?
- 70% prefer to manage loyalty programs via app.
- 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
- 67% expect surprise gifts.
- 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
- 75% prefer instant discounts/redemptions.
- 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
- 72% expect personalized rewards.
- 48% Retailers and restaurant chains offer some form of personalization.
Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app.
If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.
Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.
Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount.
The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.
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