MARKNADSFÖRING
10 digitala marknadsförare du behöver känna till
Businesses and marketers in today’s business market must know about digital marketing. To succeed in digital marketing, you should have many skills, including those identified with many more traditional fields such as marketing, site design, SEO, marknadsföring i sociala medier, and content creation.
Marketers in the digital realm require a wide variety of expertise in the field to develop strategies and content which might engage with target demographics, eventually increasing conversion rates and ROI.
A strong digital marketer will be capable of adapting fast and learning independently, though, if their previous talents become less in demand. Employees will be working with a variety of teams and customers, so they need to be able to communicate effectively and establish successful teams.
The following is a list of the top ten skills necessary to become an expert in digital marketing:
Search Engine Optimization & Search Engine Marketing
Everyone exploring digital marketing must have at least a deep understanding of Search Engine Optimization (SEO). At the same time, you should delegate more technical, back-end tasks to your team’s experts.
Everyone must have a firm grasp of search engine optimization (SEO) principles, best practices, and content optimization if they manage a successful digital advertising campaign.
On a data and content level, SEO and Search Engine Marketing (SEM) guide your overall digital strategy. You should be able to communicate with other team members about this topic. You will only go very far with mastering the principles and learning how SEO and SEM may work in collaboration.
Innehållsmarknadsföring
Content is the most crucial part of digital marketing, and it will stay that way no matter what happens. Despite this, content marketing is a significant approach on its own. You should be able to write high-quality, SEO-friendly content for various media and know how to create a successful content strategy to attract and engage audiences.
Even more complicated is that content can come in many forms, such as video, social media, emails, online content, blogging, e-books, videos, research papers, and more. You must also be well-versed in social media marketing since the content is essential on social networks. Have some ideas from seven big businesses that know how to handle content marketing effectively.
Data Analytics
Data analytics is the process of using real-world methods and cutting-edge tools to collect and analyze large amounts of data gathered from the online activities of your target audience. These digital footprints may include things such as the type of content seen, purchases made, keywords used in searches, and other activities taken online that are directly related to your industry.
Marketers now have more online tools for measuring data across platforms, which makes it easier for them to analyze data and make decisions about marketing that make sense.
Data cleaning is the process of getting rid of wrong, duplicate, or missing information from a For making intelligent decisions, and it’s important to keep a database that is both up-to-date and free of duplicate information. For making smart decisions, keeping a database that is both up-to-date and free of duplicate information is significant.
Kommunikationsfärdigheter
A digital marketer’s ability to connect with their audience and convince them to take action depends on their communication abilities. The goal is to craft a compelling message and relay it to consumers in a style that is easy to understand and will attract their interest.
A digital marketer should be able to see things from many angles, communicate ideas so the audience can understand, and determine what the audience would find fun and valuable.
Social Media
Social media has become a platform for public debates. Digital marketers may use this to provide relevant messages to the right people. There’s more to social media competence than simply producing data regularly.
When making social media strategies, marketers must also consider the content’s quality, its relevance, and how the audience will interact with it. Every social media site has its algorithm, which enables businesses to target their content to a particular audience and get precise data.
Businesses can easily set up a social media presence using newer tools, like paid ads, boost posts, hashtags, and business groups.
Web Design
A solid web design understanding is a valuable skill for digital marketers. It only requires some digital marketers to be proficient in creating websites from scratch and developing their code.
Marketers need to understand the basics of web design, like how to incorporate the company’s logo and branding and adhere to style guidelines.
A marketer must be capable of designing and creating basic websites, such as landing pages, lead magnets, and online forms, with a bit of expertise and marketing magic. The business’s specialized web designer should always handle every significant web design work.
Be A Techy-Savy
Since technology is the driving force behind the business, you must have a good grasp of it and the ability to pick up new skills rapidly. If you are a millennial, you will most likely find that this is something that comes naturally to you as a digital native. But older people could benefit from taking some time to learn not only about specific technologies but also about widely used software and techniques like an audience listening or search engine optimization (SEM).
Understanding the technical abilities required for marketing, such as webbutveckling fundamentals and a good understanding of how to utilize content management systems, may also be helpful (CMS). For example, if you know the proper techniques, you can change a CMS like WordPress, which runs a third of all websites, to improve SEO and help you get the job you want.
Project Management
There’s always a significant amount of work to be completed! A project management tool is necessary to stay on top of your projects and meet your deadlines.
Content marketing requires a wide range of responsibilities for content marketers, including managing freelancers, distributing blog topics, monitoring deadlines, and compensating freelancers.
If you’re an email marketer, you understand how difficult it is to perform your business without a dashboard to track your open rates, click-through rates, and other data related to your emails’ success.
Since marketers are usually in charge of design and messaging, they need help handling project management.
Of course, our emails contain millions of messages that need answers. An excellent digital marketer should be able to use tools and software to keep track of multiple projects and efforts simultaneously.
Be Persuasive
A strong digital marketing leader will have strong interpersonal abilities and be capable of combining analytical and creative problem-solving. It will help your team develop creative marketing campaign concepts that would take their businesses ahead.
A successful digital marketing leader has excellent interpersonal abilities and can combine analytical and creative approaches to issue resolution. Your employees will be better able to think of innovative ways to promote their businesses.
CRM
The interests of a company’s target audience are constantly evolving, and evaluating the customer experience may help them keep up. Customer relationship management (CRM) is a vital skill for digital marketers since it includes techniques for keeping tabs on and improving the quality of the customer service that their customers obtain.
Developing a deeper, more personal connection with your audience increases the probability that they will remain loyal to your business. A marketer’s Customer Service Management might benefit from the instillation of capabilities such as compassion and collaboration.
Why it’s important to have digital marketing skills?
For digital marketing strategies to work well, businesses must find, hire, and train people with the right skills. It is an essential notice for accomplishing this.
As people move toward a digital way of life, businesses need to change their marketing strategies to keep up. As people move toward a digital way of life, businesses need to change their marketing strategies to keep up. One of the most vital sectors in the world right now is digital marketing, and many high-paying positions are available for qualified applicants in this industry.
The best candidate is a hybrid who excels in many fields, regardless of expertise. Every team member should understand the company’s task and be able to communicate, regardless of their talents in data, social media, content development, or demand generation. Digital marketers should grasp how the various sectors interact together. Hence, a marketing team’s most vital members are those having broad digital marketing expertise.
Prospective employers should examine soft and hard abilities to develop a successful team. Managers require marketing departments with creative, flexible team members who think outside the box.
Transformation is rising. To stay caught up owing to a digital marketing skills gap, managers and people should regularly examine and evaluate their digital marketing skills.
Slutgiltiga tankar
The world of digital marketing moves quickly and is quite demanding. A solid grounding in the basics will put you in a better position to succeed in your chosen work.
With many available options, choosing the best project management tool takes work! People say you should understand all your skills and become an expert in a few of them. The features available in each program are distinct. It is important to remember that you can learn technical information and skills, but you need to get the traits and qualities you need to learn them the same way.
Therefore, it’s significant to use an online project management tool whose features are compatible with the needs of your business.
MARKNADSFÖRING
What inflation’s cultural impact means for marketing
When inflation is high the cost of living rises and wages, although rising too, never quite keep up. This has an impact on our pockets. But in addition to the economic consquences of inflation, there are subtler cultural consequences too. That’s something marketers need to understand.
Kate Muhl, a consumer insights expert and VP, analyst at Gartner, shared this insight. “It’s important to think about the idea that there’s more happening with inflation than just economic impact and consumer spending. Those effects start to fade. We’re not where we were a year ago — but lots of consumer attitudes and behaviors are still ripple effects out of that initial inflationary moment.”
What the research shows. The 2023 Gartner Cost-of-Living and Price Sentiment survey revealed the following:
- A third of households reported financial hardship due to price increases with the most impact felt by low and low-to-middle income households.
- 38% of respondents reported cutting their discretionary income (a YoY increase of 15% on 2022).
- More than a third have increased spending on store brands and increased their use of coupons.
- Over 40% report switching to generic brands, store brands and less expensive products in at least one product category.
- 57% reported postponing a milestone event (such as a wedding or vacation) due to cost-of-living pressures.
Against this background, consumers and marketers are divided on what responses are appropriate. CMO priorities include increasing the availability of a product or service, offering special deals and increasing rewards and benefits. Customers agree on the special deals, but their other priorities are keeping prices steady and, interestingly, not seeing high-level executives get pay raises.
In Muhl’s view, this reflects a growing sense, especially among younger consumers, that the system is “rigged” in favor of the wealthy. “A lot of this is about consumer sentiment, culture,” said Muhl. “How does it feel? What are people’s prevailing opinions about how the world is working? Those things matter to brands.”
This doesn’t mean marketers should blindly switch to their customers’ priorities. “Consumers are consumers,” said Muhl. “Our job is to be marketers, but as marketers we have to realize that this disconnect exists and use the tools available to us to try to close that gap.”
Gräv djupare: Breaking down the digital transformation of today’s customer journeys
The right responses. This would be a good time, Muhl believes, to prioritize narratives that speak to thrift and savings and to focus on those brand values most relevant to your customers’ experience of inflationary pressures.
As examples of responsive narratives, Mulh offered Tide’s “Cold Hard Savings” campaign and Everlane’s “Priced Like It’s 2019.”
“This is just not the time to get into luxury positionings (with some exceptions) — luxury for its own sake rather than premium or quality,” Muhl said. “Brands need to really think about what their core values are and act from those where appropriate.”
Varför vi bryr oss. The past three years should have taught us that our sentiments, our culture, does not necessary align precisely with real world events. For many of us, deeply felt emotional reactions to a global pandemic did not necessarily coincide with COVID-19’s real-time impact. As the pandemic receded, pandemic-induced behaviors persisted — as did anxiety and uncertainty.
Similarly with inflation. Positive economic indicators and a slow but steady decline in inflation has not relieved foreboding about a recession. Inflation-triggered behaviors and attitudes will not automatically dissipate as inflation recedes to a tolerable level. Marketers need to be aware, sensitive and, as always, transparent in responding to consumer sentiment.
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MARKNADSFÖRING
How To Win Your Customer’s Attention & Provoke Action [VIDEO]
![Hur du vinner din kunds uppmärksamhet och provocerar till handling [VIDEO]](https://articles.entireweb.com/wp-content/uploads/2023/05/How-To-Win-Your-Customers-Attention-amp-Provoke-Action-VIDEO.jpg "Hur du vinner din kunds uppmärksamhet och provocerar till handling [VIDEO]")
Discover the secret to winning your customer’s attention and provoking action with the first ingredient in our 5-part sales formula.
Utilize this ingredient to agitate your customer’s pain point or speak to their aspirational state in such a way that they are compelled by the message where they… Stop. Read it. And move on to take action from there.
Ultimately, learn how to show your customers that you know them better than anybody else and become a mind readers who speaks directly to those little nuances that only your customer would know about.
Using Hooks in Your Messaging
Hooks are used in marketing messaging to agitate a pain or passion point that will stop your customers in their tracks, because you “read their mind,” and spoke to something they are experiencing that they want to change.
Hooks are all about your customer’s undesirable situation, or aspirational state, and not about the business.
“When it comes to creating your ecommerce sales pitch, your pitch happens on your product page, on your home page…”
Inlägget How To Win Your Customer’s Attention & Provoke Action [VIDEO] dök upp först DigitalMarketer.
MARKNADSFÖRING
11 hypevärda funktioner avslöjade på Google Marketing Live 2023
After the conclusion of Google I/O 2023, the stage was set for Google Marketing Live 2023, which brought a global hybrid experience to brands and advertisers. In-person viewing events were organized across different locations worldwide, allowing participants to convene locally, while virtual attendees from all corners of the globe tuned in to watch the livestream.
The immersive event serves as a catalyst for empowering marketers with the latest tools, strategies, and best practices – covering a wide range of topics from generative AI to new campaign goals. Attendees (including Tinuiti’s own expert team) scored a front row seat to valuable marketing insights across Google’s expansive advertising ecosystem.
AI Takes Center Stage at #GML2023
It goes without saying that AI capabilities took the center stage at Google Marketing Live 2023 with a variety of notable product announcements including:
- Conversational AI Campaign Creation: Exciting developments are taking place in the realm of campaign creation, with a shift towards leveraging conversational AI. This advancement offers advertisers a potent tool to enhance their audience engagement and foster more effective communication.
- AI-Powered Asset Targeting: Google Ads introduces AI-powered assets, supported by the existing AI-powered campaigns, that precisely target search queries, empowering advertisers to deliver more relevant and personalized content to their target audience.
- AI-Generated Images with Google Product Studio: Through Google Product Studio, advertisers gain access to AI-generated images, revolutionizing the way they visually represent their products and drive engagement.
These advancements highlight Google’s commitment to harnessing the potential of AI and delivering innovative solutions to enhance advertisers’ marketing efforts.
However, aside from AI, what are some of the other announcements that stood out?
This week, we spoke with our internal experts at Tinuiti to find out what they deemed as the most valuable takeaways at #GML2023. Let’s dive in!
Credit: www.googlemarketinglive.com
Google Performance Max: 6 Standout Upgrades for Marketers
Google Performance Max campaigns are goal-based, automated campaigns that enable advertisers to promote across all Google networks from the same campaign. Google announced Performance Max campaigns in October 2020 as “a new way to buy Google ads across all our inventory.”
Performance Max—or PMax, for short—is designed as a complement to your existing keyword-based Search, Shopping and fully-automated campaigns, building on learnings from the latter “to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives.”
Per the updates shared during GML 2023, the latest features within Performance Max that we are most excited about include:
- New customer acquisition with high value optimization goal in Google Ads
- Access to re-engagement goal for improved retention
- Test and learn opportunities with custom experiments
- Improved insights to better understand performance
- New features within the Ads Creative Studio
- Generative AI to create text assets and images
“These changes create additional ways to leverage Performance Max and make it an even more flexible marketing tool, capable of optimizing towards impactful business objectives. These updates also further solidify the need for advertisers to have robust first-party data / Customer Match infrastructure and execution capabilities.”
– Josh Brisco, Group Vice President, Acquisition Media at Tinuiti
1. New Customer Acquisition with High Value Optimization Goals in Google Ads
What is it? The existing New Customer Acquisition (NCA) works by using first-party data lists to analyze users’ characteristics and then implements the power of AI to predict and find new high value users. This new iteration will allow advertisers to specifically target users who are predicted to have high lifetime values.
How will it benefit marketers? NCA allows marketers to optimize for the highest value new customers, in addition to maximizing their bottom line sales. Overall, this feature (along with many others released at GML 2023) provide marketers with new ways to leverage Performance Max to execute specific business outcomes.
According to Google, NCA leverages data from a variety of sources include customer lists, global site tags och auto detection to:
- Grow overall revenue but optimize for conversions from new customers because new customers bring long term revenue to the business.
- Grow market share with a dedicated budget for customer acquisition either maximizing the number of new customer conversions with a Customer Acquisition Cost (CAC) or maximizing the revenue from new customers to also meet near term return of investment (ROI).
“As we look to leverage an audience-first approach to Performance Max, advanced functionality as it relates to NCA is an exciting addition. This will allow us to not only focus on new customers, but focus on new customers who can drive the highest value”.
– Evan Kirkpatrick, VP, Shoppable Media at Tinuiti
2. Access to Re-Engagement Goal for Improved Retention
What is it? Google’s re-engagement goal allows marketers to optimize their campaigns to reach customers at every decision-making point in their lifecycle journey. In addition to new customer acquisition, marketers can use re-engagement goals to optimize for other lifecycle stages, like retention and re-engagement of churned customers.
How will it benefit marketers? Google’s re-engagement goal allows marketers to bid more effectively to re-engage lapsed customers, report conversions from lapsed customers directly in the Google Ads UI.
“I’m most excited about the potential for customer reactivation och lifetime extension. Our job as marketers is not over when the customer comes in the door. As the saying goes, it’s cheaper to keep an existing customer than to get a new one.”
– Aaron Levy, VP, Paid Search at Tinuiti
3. Test and Learn Opportunities With Custom Experiments
What is it? Performance Max Custom Experiments will let you test changes within your Performance Max campaign. This feature helps you A/B test different features, settings, and campaigns to drive improvement. For example, you can test if using a value based bidding strategy for your campaign drives more results for your business.
How will it benefit marketers? When you test different campaign settings, you reach more customers and drive better results quickly and efficiently for your business. You can also use experiments to help you measure the incremental lift of using Performance Max campaigns.
“This will provide an improved way to measure the efficacy of your current Performance Max structures as well as potential improved strategies overall.”
– Josh Brisco, Group Vice President, Acquisition Media at Tinuiti
4. Improved Insights to Better Understand Performance
What is it? According to Google, new insights will highlight additional data on your assets to help marketers better understand their campaign performance. You’ll also get easy-to-apply recommendations on how to improve your assets.
Additionally, search term insights will now include historic insights and insights for custom date ranges. You’ll also be able to download your Search term insights and access them in the Google Ads API. You’ll be able to see all your Search term categories now, instead of having some listed as uncategorized.
How will it benefit marketers? Google’s improved insights will provide information on which assets are or are not resonating with a given audience, provide potential suggestions on better creative, and will call out any missing asset types.
“The more data we can get from the black box, the better. These changes should help inform advertisers how optimize their PMax campaigns for maximum effect” – Josh Brisco, Group Vice President, Acquisition Media at Tinuiti
“We’re cautiously excited about this one. Performance Max has a ton of potential as a research testing ground. Ultimately, the more insights we can get access to, the more we can use that data to amplify additional marketing efforts.” – Aaron Levy, VP, Paid Search at Tinuiti
5. New Features Within the Ads Creative Studio
What is it? Ads Creative Studio is a creative management platform designed for creative teams to build ads, manage creative assets, and share them with media teams. Ads Creative Studio can improve collaboration and transparency between your creative and media teams and help you create effective ads with more efficiency and scale.
How will it benefit marketers? Thanks to the preview and export feature, marketers will be able to see best practices and specifications to ensure that creative is set up for success ahead of deployment. New insights in Ads Creative Studio will also provide information about trends within Search. This supplementary tool will give marketers exploratory access to the latest and greatest Search data to help plan and develop future creative.
6. Generative AI To Create Compelling Text Assets and Images
What is it? With the revamped asset creation flow in Performance Max campaigns, marketers can harness the power of Google AI to curate and generate high-quality text and image assets.
According to Google, this Generative AI feature can easily create compelling creative assets to be implemented in Performance Max campaigns.
Here’s a closer look on how it works:
Credit: Google
How will it benefit marketers? Setting up Performance Max campaigns can feel overwhelming due to the necessary content and imagery. The inclusion of a helpful feature that provides assistance and even generates new creative is a valuable addition, guaranteed to save advertisers precious time and resources. Adding a diverse range of assets and keeping them fresh over time can help improve results by maximizing the eligibility to serve on a full range of ad inventory.
“AI Generating Performance Max is an exciting new feature that can boost our creativity and give us new opportunities to develop effective PMax campaigns. Based on our findings, brands that include the suggested 20 image ads and 5 videos per asset category see a +10% boost in conversions. So this functionality can be useful for brands that are having trouble reaching the recommended levels.”
– Courtney O’Donnell, Senior Director, Shoppable Media at Tinuiti
“Visual creative has long been a neglected part of the SEM ecosystem; this new tool will enable advertisers to test far more iterations of creative while greatly reducing the burden on creative teams.”
– Aaron Levy, VP, Paid Search at Tinuiti
Google Ads Campaign Types: Introducing Video Views and Demand Generation
7. Video View Campaigns
What is it? Video View Campaigns are designed to maximize views. According to Google, a study revealed that advertisers using Video View Campaigns experienced an average of 40% more views at comparable costs compared to in-stream skippable CPV campaigns.
How will it benefit marketers? These campaigns leverage a range of formats, including skippable in-stream ads, in-feed ads, and Shorts ads, to optimize budget allocation and achieve optimal results. Video Views can also combine 3 formats in a single campaign for a single goal.
8. Demand Generation Campaigns
What is it? Demand Generation campaigns leverage AI to engage and drive action with consumers. These campaigns work across a variety of placements including YouTube in-feed, YouTube Shorts, YouTube in-stream, Discovery Feed and Gmail.
How will it benefit marketers? At Tinuiti, we are eagerly awaiting more info on Demand Generation campaigns, but it seems like this feature has great potential to help advertisers more readily access the mid and upper funnel inventory that Google has to offer.
“We’re interested to see if this will be similar to Performance Max in that it will be used in addition to existing campaign types not instead of. Or, will it replace much of how we buy YouTube today?”
– Courtney O’Donnell, Senior Director, Shoppable Media at Tinuiti
We expect more details will be shared on this specific campaign type at Cannes 2023.
“As we continue to see the evolution of AI driven campaigns across various inventory types, having an audience-first approach and strong creative to match are going to be keys for success in driving action from the consumers.”
– Brian Binder, Senior Director, Programmatic at Tinuiti
Additional Noteworthy GML 2023 Announcements
9. Google Search Generative Experience (SGE) Integration With Search, Shopping
What is it? Google is currently conducting experiments to seamlessly integrate Search and Shopping ads directly into the AI snapshot and conversational mode. SGE has the opportunity to create customized ad experiences (across Search and Shopping) that align with the user journey.
While Google has not disclosed specific metrics like CTR for these SGE (Search, Shopping, and Google Express) ads due to their experimental nature, they offer immense potential. It’s important to note that since this feature is still in its early stages, there is currently no option to opt in or out of ads appearing in SGE.
How will it benefit marketers? Google’s AI integration with Search and Shopping provides marketers with an opportunity to drive more engagement and visibility of their ads. The new Search Generative Experience (SGE) can be found in Search Labs, a new program to access early experiments in Search. Ads that show up as a part of this experiment will be from existing Google Ads campaigns.
Want to give generative AI in Search a try? Tap the “Labs” icon in the Google app or Chrome desktop to express your interest, and visit labs.google.com/search att lära sig mer.
“SGE represents the long awaited manifestation of conversational search and ads on Google’s results page. It will be interesting to see the ways in which this impact how we buy Google Ads”
– Josh Brisco, Group Vice President, Acquisition Media at Tinuiti
10. Product Studio Leverages AI To Create High-Quality Images
What is it? Product Studio is a new suite of free, AI-powered tools available within Merchant Center Next and the Google & YouTube app on Shopify that helps save marketers time and resources – while helping enhance and create high-quality product images.
How will it benefit marketers? According to Google, these tools can help marketers generate scenes, increase image resolution, and edit backgrounds. Recent data indicates, fresh images may attract more customers when you scale them across various marketing channels.
“This was one of the more eye-catching updates of the day and speaks to the importance of leveraging new creative within Google’s suite of ad types. It will be interesting to see how this solution works at scale but it definitely has the potential to open the door to far more creative testing, especially around seasonal campaigns, promotions, and new releases”.
– Evan Kirkpatrick, VP, Shoppable Media at Tinuiti
11. Google Merchant Center Next Streamlines User Experience
What is it? The Merchant Center Next platform gives Google advertisers an opportunity to manage how their products appear across Google, and provides valuable insights about the business, products, and market.
How will it benefit marketers? Google’s latest iteration of Merchant Center offers a more streamlined and user-friendly experience, particularly for newcomers to the channel.
Notably, the update enables direct product imports from a client’s website, simplifying the process for marketers. Google is also doubling down on Product Merchandising, enhancing the visibility of crucial information such as product pricing, competitiveness, and other relevant data. This update promises to empower advertisers with improved functionality and valuable insights.
“Similar to other feature announcements over the past couple of years – as it pertains to Merchant Center, this change will make it easier for smaller advertisers to get up and running on Shopping. Allowing products to be automatically populated from a merchant’s website is the most notable change, but one that is unlikely to move the needle for larger advertisers. Sophisticated merchants will want to ensure they are still leveraging product feeds to optimize and improve the data for their program, rather than simply relying on the data from the website.”
– Evan Kirkpatrick, VP, Shoppable Media at Tinuiti
Have questions about any of the announcements you read above? Drop us a line, we’d love to hear from you.
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