You need to implement a further strategy to produce and communicate the right content, in the right way.
3. In 2017, 72% of marketers said that the creation of relevant content was the most important factor in any SEO strategy.
Creating engaging, optimised content can be a challenge for any business or brand, but when you get it right the impact on your business will be hugely positive.
The challenge for marketing teams in 2018, is to produce content that is relevant, that is targeted to the right group of people, on the right platform at the right time.
4. Chief Marketing Officers will typically invest up to 45% of their budget on the production of content, however, less than 25% of CMO’s feel that they are producing engaging content for their business
With the ever-growing number of digital marketing trends for channels like Facebook, Google, Twitter, Pinterest and Snapchat, creating consistent, engaging content will create a stronger identity.
As well as creating the right content, you need to identify where your customers already frequent and design the content to suit the channel and indeed your business and the type of content that you are likely to produce.
5. An integrated marketing strategy is an important addition to your marketing strategy
A good starting point is to conduct some research into the various channels, find out about the different channels and find out where your competitors are marketing.
For instance, using Instagram, where you can link your Instagram page with programs such as Shopify, allowing customers to shop the products directly from the Instagram post.
This would be perfectly paired with high fashion brands, clothing, jewellery and footwear and also accessory ranges.
For distributing editorial content, LinkedIn Articles has the potential to expose your brand to its 300 million users.
6. Despite the newer strategies such as social media marketing and content marketing, email still retains its place as one of the most effective tools to generate fresh leads and to encourage customers to return to you for another purchase.
Mailjet conducted research into the e-campaigns of some of the UK’s biggest supermarkets.
The study revealed that Asda’s e-campaign, which took place throughout December was particularly successful. Asda sent follow-up emails to customers throughout the month.
Their emails were more personalised and included a call to action.
Asda was also one of the only supermarkets to send out post-purchase emails to customers.
7. Email marketing needs a strategy, right down to the finer details
A study by Experian found that the optimal time of day to send emails is between 4 pm and 8 pm. The Experian study sought to analyse consumer behaviour across a 24-hour period.
The study revealed some key times of the day where consumers were more active.
Traditionally, people tend to open their emails first thing in the morning.
However, people are becoming increasingly mobile and emails can be received from a range of devices, anywhere and at any time of day.
8. eMarketer predicts that mobiles will account for 72% of digital ad spend by 2019.