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Grazitti Predicts Five New Digital Marketing Trends to Take Advantage of During COVID-19

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As a newly graduate pursuing a career in the advertising and marketing industries, I’ve found a newfound love for the digital segment of the industry. Now when I say digital, you may think of social media or digital advertising but it goes beyond that. Innovation has led the industry to develop and utilize tools like Search Engine Optimization (SEO), Pay-Per-Click (PPC), content marketing, social media marketing and even my personal favorite, user interface and experience design (UI/UX). As practitioners in 2020, the digital marketing industry needs to invest in continuous research to predict any opportunities or trends that may be surfacing.

One major advantage the digital industry holds against all is the ability to continue operations during COVID-19 and even aid with services like Zoom or food/grocery delivery. This happens to be the first pandemic where the population has stable internet connectivity to continue their lives from home. Now the professionals at the Grazitti Interactive team predicted five trends organizations should capitalize and gain experience from during lockdown to maximize success.

Let’s review how these trends can aid businesses in not just staying afloat, but succeeding through 2020:

#1. INTERACTIVE CONTENT: Marketers are stating interactive content proves to be 93% more effective (23% more than static content) in ad success and retention. Some examples of this include 360-degree videos as seen on Facebook, shoppable posts promoting direct purchase through social media platforms, and quizzes/polls as available on Instagram stories or Twitter.

#2. AR/VR: This form of immersive technology is seen prominently on gaming platforms and even social media, through filters. Currently, AR/VR is still being experimented with in several organizations; companies utilizing this include Playstation VR, Oculus and Google Cardboard.

#3. NEW-BREED SEO: This trend refers to further developing SEO. Search organizations and several digital platforms are consistently updating their algorithms affecting search results. To continuously increase the conversion rate, it becomes important for the professionals to step in and implement proper research to stay on top of developing the most effective algorithm.

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#4. SOCIAL COMMERCE: Marketers newly introduced the idea of merging eCommerce and social media to use social media platforms to directly shop for products. This is done through shoppable stories/posts, social commerce plugins/apps and social media advertising posts with CTAs to the product website.

#5. SMART BIDDING IN GOOGLE ADS: Bidding on the Google platform for advertising through PPC was initially done manually. In 2020, it is expected for this to become automated.

As summarized by Social Media Today’s article, the sudden increased dependency we’ve placed on the internet will lead to several new trends emerging by the end of 2020. As marketing professionals, it becomes our job to go beyond daily operations to discover and plan for the future. These trends help us understand how to recruit and train our workforce so we don’t fall behind.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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