Digital marketing has become increasingly important in the era of customer-centricity. Customers demand personalized experiences that surprise and delight them. They want to find information about products and services in places that are convenient to them. When consumers don’t find what they want, they become annoyed with your business and go to your competitors.
Digital marketing makes it possible for consumers to access the information they need to make decisions whenever and wherever they are. The accessibility of digital channels drives their influence over purchasing habits. According to Marketing Land, 64% of shoppers use their smartphones to search for ideas before making purchases in stores. A quarter of these shoppers visit YouTube before deciding on a purchase.
As influential as digital marketing has become, there is no magic bullet for reaching and engaging customers. A Gigaom study of digital marketing programs and spend patterns stresses that a blend of digital marketing tactics is needed to engage consumers throughout the customer journey.
The Top 4 Digital Marketing Tactics Your Company Needs
Don’t believe the myth that consumers hate email. According to Marketing Sherpa, 72% of consumers prefer to receive promotions through email. Email is one of the most effective marketing tactics because reading emails is a popular online activity.
Promotional emails take advantage of how often people check their messages. The Mapp Digital 2016 Consumer Views of Email Marketing found that 98% of respondents check email every day, with a third checking it many times over the course of a day.
People’s love affair with their smartphones helps drive the success of email marketing. Business 2 Community reports that 53% of emails are opened on mobile devices.
Companies should use email as an opportunity to tailor customer engagement. Emails with personalized subject lines are 26% more likely to get opened. Tracking a customer’s history of interaction with your company helps you design emails that speak to their stage in the customer journey.
2) Social Media
Social media creates a great opportunity for companies to engage in conversations with potential customers. Pew Research released data that showed 65% of people in the US use at least 1 social networking site. Consumers’ tweets and posts provide a window into their sentiments about the products and services of you and your competitors.
Social media also demands immediacy. Edison Research discovered 42% of consumers who contact a business through social media expect a response within 60 minutes and 24% want a response within 30 minutes.
Sharing pictures and videos of your employees at work or special events on social networks helps to personalize our brand. Potential customers can see that you have a vibrant company culture. You can also share news and invite consumers to events so they can feel like part of your organization.
The Content Marketing Institute found that 76% of B2C marketers use content marketing. Content marketing gives your business the opportunity to establish itself as a thought leader in your industry.
Content pieces like blog posts, infographics, videos, eBooks, and white papers can be used to educate and inform potential customers. For instance, a winery could write a blog post on wine and food pairings or publish an eBook with 5 tips for mastering wine tasting.
Content engages potential customers during the awareness stage and also helps to retain customers by keeping their interest. Inc. reports that 51% of marketers are planning to spend more on content marketing this year than last.
Referral marketing allows your company to draw on existing email lists and social media contacts to build your customer base. Referrals usually occur spontaneously. Word of Mouth Marketing Association notes that every day people have 2.4 conversations about brands.
You can use digital tactics to encourage these conversations. When a customer makes an order on the website or opens an email, a call to action can direct them to refer a friend. Referral links can be included for email and social platforms.
As an added incentive, you can offer monetary rewards to current customers in return for word-of-mouth promotion. Consumers already use social media to share their experiences with companies and products. Why not encourage your loyal customers to direct positive reviews about your business to their followers? Nielsen found that consumers are 4x more inclined to buy a product when a friend refers it to them.
Great Marketing Tactics that Work Great Together
Companies must use a combination of digital marketing tactics to give customers what they want when they want it. Luckily, these top tactics work well together. Content can be shared on social media. Loyal customers can use social media to refer your company to new customers. Email can also be used to distribute content like pictures and videos or provide links to larger content pieces like eBooks.
To create the right combination of tactics, your business needs to understand which channels your ideal customers prefer. Analytics experts at Pluris can help you track customer engagement so you can develop the best digital marketing strategy.
Does your business take advantage of the top digital marketing tactics? Let Pluris show you how to find the right mix of tactics.