 |
| Ronn Torossian |
It’s nearly impossible to predict what the future holds for digital marketing, a world where the landscape is constantly changing. However, given the relatively historic changes that took place last year, marketers need to anticipate the right digital marketing strategies to help businesses stay ahead of their competitors.
Throughout 2020, more businesses than ever turned to the digital landscape to provide their products and services to consumers and continue working in the first place. And this means companies will be investing in digital marketing strategies into 2021 to account for the shift in the business environment.
Of course, social media remains one of the biggest marketing strategies, and in the coming months, businesses should be investing even more resources to engage and retain their consumers through social media marketing. People have been spending more and more time online, whether it’s consuming entertainment on social media or researching products, brands or even organizations. This means marketers have new opportunities to reach or re-engage target audiences.
Plenty of people have been steadily building a solid social following simply by creating high-quality, valuable and engaging content. Between Instagram, Twitter, TikTok and YouTube, there are plenty of micro-influencers that are relatable to their audiences and can influence their purchase decisions. That’s precisely what many brands are looking for, and when working with these influencers, companies can promote their content or products, build brand awareness and connect with the customers.
Providing interactive content on the company’s website or social media platforms is an excellent way to offer visitors value, retain customers and increase their engagement with the content or the company while learning more about their interests or needs.
Different businesses can approach interactive content in different ways, with health brands offering their visitors a calculator to see how much protein the visitors should get daily. In contrast, real estate businesses can provide a mortgage calculator. That way, businesses can learn more about visitors based on their information and use that data to refine the buyer personas.
One of the most useful marketing tools, especially due to increased online traffic, is personalized content. This type of content helps businesses build effective email campaigns, drive new or repeat business, educate the audience or achieve any other goals with digital marketing.
However, personalized content in the coming months will mean a lot more than personalized email offers. It’s also going to include input from artificial intelligence, which will make all the data analyses a lot more effective and efficient, which will enable businesses to hyper-personalize their offers to the consumers.
With plenty of different AI solutions available to businesses, it’s going to become a lot easier for companies to craft emails for target audiences and create content that will fit their precise needs. This means investing in AI software to improve personalized content will be the focus of the coming months for many businesses.
***
Ronn Torossian is CEO of 5WPR.
Abandon traditional content plans focused on a linear buyer progression and instead embrace a consumer journey where no matter which direction they travel, they get what they need, stressed marketing pro Ashley Faus during O'Dwyer's webinar Apr. 2.
Freelance marketers and the companies that hire them are both satisfied with the current work arrangements they have and anticipate the volume of freelance opportunities to increase in the future, according to new data on the growing freelance marketing economy.
Home Depot's new attempt to occupy two market positions at once will require careful positioning strategy and execution to make it work.
Verizon snags Peloton Interactive chief marketing officer Leslie Berland as its new CMO, effective Jan. 9. Berland succeeds Diego Scotti, who left Verizon earlier this year. 
Norm de Greve, who has been CMO at CVS Health since 2015, is taking the top marketing job at General Motors, effective July 31.
Have a comment? Send it to 
No comments have been submitted for this story yet.