Connect with us

MARKETING

Seven digital marketing trends to look out for in 2020

Published

on

It’s 2020 and a new decade of digital marketing strategy is upon us.

With TikTok set to revolutionise the definition of snackable video content, and brand transparency guaranteed to capture the fleeting attention of Generation Z, this year’s trends will spark a dramatic shift in marketing technologies and consumer behaviours worldwide.

PPC is no different.

As an intrinsic component of the digital marketing landscape, PPC is renowned for providing a staggering ROI under the correct circumstances. The very evidence of this notion is in the statistics. PPC visitors are 50% more likely to purchase than organic visitors as of 2019, and 40% of brands are anxious to increase their PPC budget.

With the intricacies of PPC growing at an exponential rate year-on-year, we’ve predicted a number of trends in the field for 2020.

1. AI will transform the digital marketing landscape

We can’t refer to 2020 PPC without addressing the behemoth topic that is AI.

It’s no secret that an increasing number of agencies have invested in AI and machine learning tools in recent years – think smart campaigns and automated bidding strategies.

Advertisement

An enormous part of PPC’s success lies in its use of automation tools to aid invaluable decision-making frameworks. Machine learning software manages all aspects of a campaign through statistical learning methods and bid management, resulting in an impressive 22% increase in conversions as of 2018.

In 2020, machine learning and automation will continue to pick up rapid speed. With AI producing analytics and performing complex tasks faster and better than humans, Google can offer advertisers highly targeted audiences, delivering ads to those in search of specific solutions in real-time.

Gartner predicts that by the year 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see. Of course, this inevitable rise of AI and the loss of control that comes with it can be daunting to those who question Google’s intent. However, the days of PPC account managers and keywords are not over – they are simply changing.

2. Savvy marketers will use multiple platforms

When it comes to the staggering success of PPC, the majority of marketers still think solely of networks implemented by the duopoly of Facebook and Google.

In 2020, smart marketers are predicted to test multiple platforms in order to decipher whether or not an individual platform will be advantageous to their marketing strategy. With social media growing at a remarkably fast pace, testing platforms for LinkedIn Ads, Amazon Ads, and Twitter Ads offers the chance to experiment with new PPC networks, indulge in a variety of targeting options, and reach millions of customers worldwide.

Of course, social media is just a small cornerstone in the expansive maze of PPC networks. From Bing, to Bidvertiser, to RevContent, to Advertise.com, there are multiple, specialised platforms out there for marketers to effectively implement a PPC campaign.

In summary – marketers will broaden their PPC platform horizons this 2020.

Advertisement

3. Target audiences will be reached consistently

2020 will be the year of consistent, strategic audience targeting.

While 2019 focused on audience targeting through remarketing lists for search ads and custom affinity audiences, 2020 will focus on targeting audiences at specific touch points throughout the buying journey. Savvy marketers will speak to their target audience at the right time and in a way that enables customer growth, instead of bombarding them with one message for a direct sale.

According to the Marketo Engagement Gap Report, 56% of consumers believe businesses need to have a deeper understanding of their needs. In 2020, marketers will be forced to consider how their advertising improves customer wellbeing and fulfils personal learning.

In short, marketers are shifting their attention to the heart of all successful PPC campaigns: the people.

Microsoft Audience Network (MSAN) will also continue to drive audience targeting in 2020, combining user intent from search with user profile data to match consumers with advertisers.

4. PPC marketers will be forced to up their strategy

With automation set to replace both data-driven and mundane tasks, PPC marketers will be forced to either drive innovation through their own strategy, or fall dangerously behind.

Advertisement

While it is impossible for an individual to compete with the genius complexities of Google’s automated technology, PPC marketers will be required to adopt a more strategic mindset for themselves and for their clients. Instead of focusing on tasks now automated, marketers will be encouraged to develop their creativity and target audience strategy.

Learning the strengths and weaknesses of a broad scope of automation tools and embracing CRM data is the key to deciphering whether or not AI options are best practice for campaign management. Working with AI to build successful campaigns and not as a subordinate, marketers can also optimise their own process by building algorithms to automate tasks.

So, smart marketers will adapt to AI in order to survive and strive.

5. The rise of chatbots

A chatbot is a software program that interacts with customers and site visitors in a way that is both natural-sounding and real-time. This strategy can save massive costs on hiring someone to monitor your website and communicate with visitors on an ad hoc basis. A chatbot is personable, unbiased and informative. It allows customers to make faster decisions and makes users feel like they’re being treated as individuals.

If you’re not already on the chatbot train, you’d be well advised to buy a ticket. Decide whether it’s necessary to use software unique to your company or one of the existing options on the market. This choice is contingent on your budget and the predicted complexity of the audience-chatbot interactions.

6. Up your personalised content marketing game (again)

The competition never sleeps in digital marketing. Every single company is on the lookout for the next big thing, the freshest ideas, the most unique and quirky advertising strategies. High-quality content is and always will be one of the most effective ways of generating leads and closing deals.

Advertisement

As we move into the 2020s, consumers are increasingly insisting on adverts with depth. Your content needs to become even more focused, even more highly specialised, in recognition of your consumers’ idiosyncrasies and preferences. Ultimately, you should be striving for a user experience that is holistic, multichannel and incomparably personable.

7. PPC and SEO will become close allies

Although they are often deemed each other’s nemeses, PPC and SEO have a crucial relationship that drives the results of a campaign.

In 2020, this relationship will be better used to maximise success. By exchanging important keyword data and SEO ranking data, SEO and PPC teams will integrate to identify position strategy and increase SERP coverage for all clients.

Why is 2020 the year for PPC and SEO integration? After all, this relationship has been building for multiple years. It is more important than ever before for marketers to address the relationship between PPC and SEO because they will be forced to reconsider their strategy in a landscape driven by constant change.

Many still approach PPC and SEO as completely separate strategies with separate results. 2020 is the year for marketers to broaden their horizons and rebuild old fashioned strategies from the ground up.

The world of PPC is constantly changing. Can you keep up? Push are a Google Premier Partner digital marketing agency, a leading voice in both Europe and on the global stage when it comes to online advertising trends. Get in touch with Push today and one of our friendly digital marketing experts will set you on the path to pastures new and uncharted technological territory for you and your business! Count on us.

Charlie Carroll, commercial director at Push Group.

Advertisement

Read More

Advertisement

MARKETING

8 Best Tactics to Lead a Team with Zero Experience

Published

on

8 Best Tactics to Lead a Team with Zero Experience

‘How to lead a team?’

This is a burning question for team leads, especially first-time managers.

The ultimate purpose of team leads is to encourage and help their team deliver peak performance while nurturing their skills. They need to establish clear expectations and supervise their team to achieve business goals efficiently.

However, developing effective leadership skills requires considerable experience. To lead a team with zero experience can be thus daunting and overwhelming.

If you are a first-time manager, you should embark on your journey by understanding your role and responsibilities. Taking small yet thoughtful steps will help you develop essential leadership skills.

In this post, we will share the eight best tactics that will help you lead a team with zero experience.

Key Tips to Lead a Team with No Experience

Here’s the comprehensive list of best tips and practices to help you lead a team successfully.

Advertisement

#1: Admit Experience Limitations to Your Team

Helen Hayes once quoted –

“The expert at anything was once a beginner.”

These words accurately describe the fact that one cannot earn expertise overnight. It takes determination, time, and hard work to sail through the process.

So, if you want your team to thrive, you need to be honest with your team. Don’t conceal the fact that you lack leadership experience. Admitting experience limitations to your team will make them considerate of your situation. This will create a bond of understanding between you and your teammates.

Here are a few tips that’ll help you overcome your experience limitations.

  • Stay Focused: Unless you understand the client’s requirements, you won’t be able to guide your team. So, keep a sharp focus on everyday tasks.
  • Be Proactive: Participate actively in all the tasks to keep your team engaged and motivated.
  • Embrace Humility: Be open to listening to your team’s perspective. Embracing different viewpoints will help you deal with tricky situations with ease.

#2: Have the Confidence to Lead a Team

According to Gallup, managers that lead a team successfully have the following traits.

  • Ability to motivate and engage their team
  • Assertiveness to drive outcomes
  • Confidence to overcome adversity
  • Ability to build transparent relationships

Out of these traits, confidence is the most pivotal.

The reason? A leader’s confidence impacts their team’s confidence.

While it’s true that you lack experience, it doesn’t mean you can’t lead a team and make it big.

Advertisement

Don’t let your experience impact your confidence.

Develop a constructive mindset to empower your team. Focus on improving your problem-solving skills and get involved with your team in the projects. Understand your teammates’ strengths and weaknesses to gauge their potential, thereby delegating tasks to the right people.

Show your human side and stay honest about everything to be approachable. If you commit a mistake, accept it openly in front of everyone. This will make your teammates comfortable working with you.

The key is to lead by example. This will help you stay confident and increase your chances of achieving desired business outcomes.

#3: Create Open Door Communication Policy

An open-door policy signifies a set of protocols encouraging employees to discuss their queries, challenges, or suggestions with their senior-level managers.

Since communication is a key to building efficient teams, an open-door policy can be a game-changer for you. It can help create and maintain a transparent and unbiased work environment by improving the communication between you and your team.

No wonder, leading companies like IBM follow an open-door policy to promote effective communication at the workplace.

Here are a few tips to consider.

Advertisement
  • Communicate Expectations: Create a brief outline stating the communication rules. Further, educate your team about how it works and its benefits.
  • Set Boundaries: Providing a solid communication ground to your team is good, but without boundaries, it can lead to the loss of valuable time.

For instance, you can allow your employees to walk in the cabin at any instant. If this doesn’t seem feasible, you can standardize the process. Ask your team to book an appointment for the discussion.

#4: Reach Out to Experts for Assistance

Dealing with conflicts, doubts, and distractions may seem draining as you progress in your managerial journey.

Take the help of a mentor to cope with tricky situations.

An experienced mentor can help you develop decision-making skills while gaining a new perspective on leading a team. With their guidance, you can move on an upward trajectory and establish yourself as a strong leader.

Here are a few ways to connect to an experienced mentor for guidance.

  • Professional Network: Reach out to people in your professional network with expertise, experience, and industry knowledge.
  • Social Media: Leverage the power of social media channels like LinkedIn, Reddit, and Quora. These platforms have a plentitude of subject matter experts and industry leaders.
  • Comprehensive Platforms: Count on platforms like GrowthMentor and TheMuse to discover the best leaders from your industry.

Pro Tip: Become a part of the About Leaders community, where industry leaders share valuable advice and tips on positive leadership. Reading researched and well-written blog posts shared by experts on About Leaders will help you develop a leader-like mindset, thereby preparing you for success.

Besides, you can enroll in leadership-building courses by About Leaders, trusted by 30,000 international leaders.

#5: Set Clear and Realistic Expectations

Setting clear and realistic expectations for your team reduces the chances of project failure. It helps the team members understand their responsibilities and create a solid strategy to meet the expectations.

Here are a few tips for setting clear expectations.

  • Emphasize Goals: Define actionable objectives for each member. The goals should be specific, measurable, attainable, relevant, and time-bound (S.M.A.R.T).
  • Make Employees Accountable: Set milestones according to your team members’ skills and experiences. Set realistic deadlines to ensure successful project completion.
  • Track Your Team’s Progress: Keep a tab on your team’s progress by implementing productivity tracking tools like Trello and Toggl. These project management platforms can help you monitor your team’s performance, thereby boosting the chances of your success.
  • Share Timely and Honest Feedback: According to ClearCompany, daily feedback improves employees’ engagement by 3x. So, try offering feedback at the end of the day or at least in a week to boost team collaboration.  

#6: Provide Resources to Help Your Team

To be a good leader, you should support your team with a well-constructed tech stack. This will not just simplify and streamline their tasks but also increase their trust in you as a leader.  

For instance, if you are leading a team of sales reps, implementing customer relationship management (CRM) software can help your team collect customers’ data. This can boost their work efficiency and help them achieve their goals.

Advertisement

The key here is to talk to the team and understand their challenges. Based on pain points, offer resources like task automation tools, communication platforms, and CRMs. This will help your team communicate, collaborate, and stay organized and efficient.

Pro Tip: Create a culture of learning and knowledge-sharing by organizing brainstorming sessions. Allow your team to collaborate once a week and discuss innovative ideas. You can even arrange monthly webinars or seminars by inviting guest speakers. This will foster a happy and productive environment, thereby keeping your team motivated.

#7: Ask For Feedback at the End of the Project

As a first-time manager, you should keep learning and improving your leadership skills.

Your team’s feedback on your leadership can help you lead with high effectiveness.

So, ask your team what went right and wrong during the task.

Here are a few crucial questions to consider:

  • In what ways can I improve team communication and time management?
  • Did I do justice to my role?
  • What skills can help me lead a team efficiently?
  • Do you consider me a fair and unbiased leader?
  • Do you trust me for our upcoming projects?

Encourage them to offer honest feedback on your role as a leader. This can help you understand your team’s perspective on your leadership style.

#8: Reward Your Team for a Good Job

Acknowledge and reward your team for a job well done.

This will let your team know their contribution and effort are highly valued and appreciated.

Advertisement

What’s more? Appreciation can boost their morale and motivate them to perform even better in the future.

Notice the following screenshot of a survey conducted by O. C. Tanner. As you can see, it reveals that employee recognition is the most vital driver of great work.

Here are a few tips to reward your team.

  • Offer Time-Off: Allow your team to take some time off and unwind. This will promote a healthy work culture.
  • Share Thoughtful Gifts: Give small gifts such as chair massages, movie tickets, and more.
  • Offer Non-Monetary Gifts: Rewards don’t need to be monetary always. You can give them a quick shoutout in an email with kind words. This will make them feel valued.

Summing Up

Team management is a challenging task.

Lack of experience can make it further difficult for first-time team leads to justify their role. They need skills, a learning attitude, and patience to develop a good rapport with their teammates.

The shared tips can boost your confidence and help you establish yourself as a trustworthy leader. So, follow these tactics to find your footing as a manager.

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish