Once online, they are presented with a plethora of more or less useful information. So in the midst of this digital mayhem, how do we – as marketers – catch their attention and convince them to buy our products? Here are 7 tools that will help you be noticed by potential buyers.
As Erin Berman said: “if content is king, video is his queen”. We all know that Facebook, Twitter, Instagram and blogs are easy and effective ways to connect and engage with our audiences. In the last few years, however, videos have become more and more popular as well as generated further engagement among customers. YouTube, the largest platform for video sharing, has become one of the best advertising platforms and influencers’ channels. The reason for this shift is that videos have a different tone of voice and trigger emotions (Zontee Huo). The importance of videos is such that even bloggers are now using them to demonstrate products in real-life situations, instead of simply writing articles about them.
Native advertising consists in sharing highly valuable content to a specific target audience on an independent digital platform without overtly referring to your own products or services. This type of advertising also mimics the platform layout so that it cannot be differentiated from the content actually generated by the platform itself. By providing relevant information to the platform visitors in a non-disruptive way, content advertising is more likely to be shared and has therefore a higher engagement rate than traditional digital advertising. A good way of ensuring that the new visitors you will gain from that type of advertising will be more loyal and more keen to purchase from you.
Digital advertising appears mostly in the form of a banner or a pop-up on a website. The programme used to generate contextual advertising selects the ads to be displayed based on the keywords of the pages you are visiting. This way advertisers ensure the right ad is being displayed to the right audience. One of the best examples of successful contextual advertising is given by Netflix. The company has created an algorithm that enables them to track customer behaviour going from what they just watched to what they watch a year ago. The algorithm compiles that information with the tags linked to each individual show and issues customer profiles as well as recommend content
When talking about Augmented Reality (AR), a lot of us picture these kids – and adults – running in the streets with their smartphones in their hands and jumping to catch a Pokémon in hiding, they were the only ones to see. But this is already outdated. Augmented Reality 2.0 is no longer a gamer story, it has brought a new dimension to the whole “Try before you buy” experience. IKEA, for example, has recently integrated AR into its marketing strategy with the Ikea Place app, one the first apps to help customers preview the furniture they are willing to purchase in their own environment. Ikea noted that customer response was positive, with people posting videos on line on how to use the app, contributing to the further success of the app.
With people being more active than ever on line, data mining has become the key to understanding and predicting customer behaviour. Data mining looks for repetitive patterns and trends in people’s search behaviour through a series of technologies and computer techniques. As such, data mining goes hand in hand with Big Data, which stores, processes, analyses and deciphers data collected every day through surveillance cameras, smartphones as well as computers everywhere around the world. It enables marketers to understand why a product or service is booming whilst another one is completely failing. Data mining is therefore essential nowadays for marketers to get insights on the trends to follow in order to improve their products and services, save time and, at the same time, reduce operating costs
Though a lot of marketers are still reluctant to integrate Artificial Intelligence in their marketing strategies, those who did are getting more ROI out of their marketing campaigns. Artificially intelligent tools, such as voice assistants and chatbots, enable marketers to personalise their customers’ shopping experiences through messaging platforms. “AI-powered systems can help advertisers test out more ad platforms and optimize targeting. That is exactly what Facebook is doing with their ad delivery optimization. However, this approach could also be applied to Omni channel PPC campaign data (held by a single company) by using third-party or in-house AI tools”, Markus Lippus, chief technology officer at MindTitan.
People born between 1995 and 2010 – also known as Generation Z – will be our next big customers. Though they grew up with social media, they are less keen on sharing pictures of themselves wearing brand logos or being associated with brands altogether. What matters for them is not the brand as such but the customer experience that goes with it. More than ever, the marketers will have to put themselves in their customers’ shoes and understand how their products or services will improve their lives. Furthermore, being raised in the recession era, the Gen Z’ers are also more pragmatic and budget conscious, which means they will look at every way to spend less. They are therefore more likely to embrace the new sharing economy trend, which means that B-2-B companies will have to rethink their product and service offerings in order for them to be more flexible and address this new type of needs.
As you all know, digital marketing is not as easy and intuitive as one may think. To win the marketing race, marketers do need to take every necessary steps to understand their target audiences, what they want as well as the tools at their disposal to reach them.