Digital Marketing Strategy and Evolution
Marketing Has Changed
The year 2020 will go down as a transformative year on many levels –and one of those is digital marketing. Every industry had some level of impact, from disrupted supply chains, employees working from home, pandemic restrictions for businesses, and so on. One major impact was in the way companies had to evolve and adapt to connect products or services with a market whose priorities and shopping habits had changed too.
Having an effective digital marketing strategy, that physically and emotionally connects to customers, has become more important than ever. Below are some key ways in which digital marketing strategies have evolved to adapt to a “new normal” when conducting marketing in 2021, 2022 and beyond.
'Near Me' Marketing – Growth of Radius Marketing
“The great thing about digital marketing is that ingenuity and creativity can always win over big marketing budgets.” – Ann Smarty, SEJ
Radius Marketing Statistics
Consider the following as we dive into this aspect of our discussion:
Over a two-year period, there was a 900%+ growth in mobile searches for “___ near me today/tonight." (Think with Google, 2018)
Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020) (Source: https://www.hubspot.com/marketing-statistics)
With the pandemic making many more people work from home and eliminating commutes, the daily world for many consumers has shrunk even more than before. Whether it is fixing a car, looking for banking options, or finding a part or repair person for your broken dishwasher, customers are relying more than ever on their smartphones or computers to figure out how to fulfill their needs –near them. This also means that geographic convenience plays a big role when they are looking for a service or product. When creating a website or landing page, making sure that it is optimized for location-based marketing is a major key for your product or service in order for it to show as an option for prospective buyers.
EWISE SAYS: Make sure your online presence incorporates local SEO tactics to help you drive targeted and area customers in your direction.
Brand Purpose & Messaging: Rise in Marketing Humanity
“As marketing converges with customer service and sales, marketing today is more about helping and less about hyping.” – Joel Book, MarketingProf
Marketing Humanity Statistics
Consider the following as you explore this section:
US consumers are more likely to have a positive image of (89%), trust in (86%) and be loyal (83%) to brands that lead with purpose.
Nearly eight-in-ten (79%) consumers surveyed say they feel a deeper personal connection to companies with values similar to their own.
Approximately 72% say consumers feel it is more important than ever to buy from companies that reflect their values.
Human Marketing Sells
Just showing your product or service is not going to cut it. The best way to connect with the buyer is to market with the entire sales cycle in mind. The messaging needs to be tailored in a way that establishes trust between the buyer and seller. Making sure that your pitch empathizes with your customer’s situation helps establish that trust. With Covid-19, companies have had to communicate on an emotional level so that their brand will connect not only through the pandemic but will also have a stronger hold when the virus is more under control and a sense of normalcy has returned.
An example of this was when companies (e.g. credit cards and mortgage companies) provided relief for their customers affected by the pandemic. They allowed various temporary remedies like allowing for skipped payments, pausing late fees, and even lowered interest rates. This action not only benefited their customers in need, but also gave companies a way to strengthen their bond with their customers at an emotional level that will last well after the pandemic. You could also see it in commercials that focused on showing how companies were reaching out to those in need and acknowledging the historic situation the pandemic brought.
One of our favorites is UBER's marketing campaign and commercial - "Thank you for not riding."
EWISE SAYS: It may seem counterintuitive but, in today’s marketing environment, long-term marketing approaches will yield more short-term results. Think about that as you humanize your approach.
Marketing and Differentiation: Standing Above Your Competition
Digital Marketing Experience in Action
The digital marketplace is getting more and more crowded every day as companies realize that they must effectively digitize to survive. Having more companies in the digital space means more competition for a consumer’s attention. Being able to stand above the competition is more important than ever and marketing decisions need to be made with this in mind in order to be effective. Here are a couple of tips to help you and your company differentiate yourself from your competition:
Knowing your buyer: What are the main reasons a customer would use your company’s product or service? What demographics are present in the regions you are targeting? For instance, if you are trying to attract a suburban family demo to your restaurant it may make sense to include positive suburban content and pictures in your marketing in order to have a better chance of resonating. Companies that tailor their message, brand, and digital content with this in mind have a greater chance of connecting to their customers and their needs.
Customer Experience Focus: According to a survey conducted by RightNow Technologies, 86% of buyers are willing to pay more for a great customer experience. This means that by focusing on the customer experience, not only is your company increasing the odds of keeping that customer, but you are also adding to your bottom line. In addition, research from PwC shows that 32% of customers will walk away from a brand they love after a single bad experience. These statistics show how important the customer experience is. The key is to be able to find the sweet spot in how much to invest in customer service relative to the return on that investment.
EWISE Says: Personalization is one of the most important changes that came from the pandemic –and the right digital marketing program can help you create focused marketing programs that will help you stay competitive.