The Mechanics of Marketing

  • Author: Danilo Halvorsen

What is Marketing?

Marketing is “the action or business of promoting and selling products or services, including market research and advertising.”

Marketing consists of an abundance of different activities / processes. Used for creating, communicating, delivering, and providing incentives of value to your audiences – to improve partnerships and customer relationships. Often through strategy led marketing schemes from either internal teams or a marketing agency.

Overall, the aim of marketing is to know and understand your audience. In order to provide them with the best content, products, and services. This then increases the sale of the product by improving the relevance of your brand. Which is why larger companies tend to have larger brand management teams, as their audiences will be bigger.

Alternatively, marketing campaigns should focus on moving your customers further along the marketing funnel (as shown below).

Having goals within these categories helps to focus your efforts. Looking into the areas of marketing that need it the most, to improve your customer journey. Therefore, increasing your conversion rate, to get a higher ROMI (Return on Marketing Investment) and overall profit.

What is Digital Marketing

Digital Marketing consists of advertising delivered mainly through digital channels, such as:

  • Search Engines (Chrome, Safari, etc.)
  • Websites (ecommerce)
  • Social Media (Instagram, Facebook, Twitter, etc.)
  • Email
  • Mobile App

Digital Marketing is a way for brands to promote their products / services, either online or through other digital channels. The majority of businesses have specific audiences that they try to reach. Digital marketing (especially when done by a digital marketing agency) aims to support businesses reach these audiences through digital activities.

The main difference between traditional marketing and digital marketing is that many digital marketers strive to provide value for their audience. Using content marketing, SEO and various other methods to provide valuable and relevant content to their consumers. Something that traditional advertising and web marketing initially lacked.

Digital Marketing Trends 2019

Digital marketing is in high demand as an industry and constantly changes. Adapting to what the consumer desires, from their market. As one size doesn’t fit all, customers are wanting more relevancy. Pushing for better optimisation of their content and improving their overall marketing strategies.

With all that is going on in this complex web of digital marketing, it’s easy to get tangled up in it all. Here are Diony’s Top 8 Digital Marketing Trends of 2019:

1. Content Personalisation

Content Personalisation has become increasingly popular. This is because businesses are starting to identify the differences between their consumers and the implications that follow. For example, if your content is all about festival clothing you’ll lose out on audiences that are looking for other types of clothing.

This means that content businesses publish has become majorly consumer focused. To make it as relevant as possible and therefore valuable for the consumer. Therefore, personalised marketing approaches or strategy led marketing, in terms of content management, have been increasingly beneficial. This is because your audience relates to the content focused on them, meaning that there’s a higher chance of engagement.

Personalising the Content

On the other hand, personalising your content requires more than just knowing your audience. Content personalisation is drove predominantly on user data. Allowing you to develop dynamic content that is adaptive to each user, being more likely to add value and engagement. You can find this type of content within ecommerce websites. Often where businesses have focus on online retail – often alongside the use of SEO services.

You can find this type of content within ecommerce websites. Often where businesses have focus on online retail – often alongside the use of SEO services.

Content personalisation is increasingly on demand as technology evolves and the pressure of having an online presence rise with it. Not only does this require maintenance, it also consists of a well driven campaign in order to satisfy the consumer. Making its importance critical for successful delivery of future content, about products and / or services.

2. Video Marketing

Video Marketing is, without a doubt, one of the greatest types of content out there. With the increased use of video on social media, video content has become somewhat of a trend. Being used more than ever before.

The reason for this could be down to the fact that it’s very engaging and can be very informative. Being able to contain textual, visual and aural content all within one video. Additionally, the development of youtube and how it’s more commonly used has also made video very popular – being one of the biggest search engines in 2019.

In terms of use, videos can have a variety of pros and cons. Depending on how you’re intending to use them. To find out more, click here.

In conclusion, videos are an engaging type of content and will be seen progressively as websites improve their loading speeds. Along with the development of visual display ads and dynamic content.   

3. Browser Push Notifications

Browser push notifications have been around for quite some time, most commonly with google and other search engines. However, 2019 is where we’ll see an increase in their use and how they’re used for marketing.

Why are browser push notifications useful? Well, this is because they’re great for reaching leads and communicating with your audience. Being specifically useful for improving your conversion rate and customer retention. For example, these notifications remind you about websites you’ve been on and what you’ve found interesting, along with other useful information and promotions.

Likewise, with the increase of mobile responsive websites and PWAs (Progressive Web Apps) the need for browser push notifications seems perfect. Allowing your website to function similarly to an app – except with even more visibility and engagement. But we’ll discuss this further, below.

4. PWAs and Mobile Responsive Websites

What is a PWA?

“Progressive Web Apps, these are basically responsive websites that function just like a native app (a software program for a particular platform). However, unlike a native app a PWA doesn’t actually need to be downloaded. Instead the PWA can be saved to your phone in the same way that you would with a web page and can even be accessed offline.

This means that it is a lot more flexible, in terms of what devices you use, as it will be compatible for the majority – which is great if you’re trying to increase your reach and overall website visibility.”

Diony

You can read more about the benefits of PWAs and Mobile Responsive Websites on our blog.

5. Micro Moments

Micro Moments are becoming more of an importance to marketers throughout 2019. With continued leverage of micro moments to attract an audience’s attention and fulfill the immediate decisions that they have. For example, when customers search for a location, look for a product, want to try something new or make a purchase, marketers can take advantage of these micro moments. Creating targeted content and advertising to help complete the users activity and generate a conversion.

To get the best results out of micro moments, marketers need to understand the basic practices of each type of moment. This way they can take advantage of the situation and capitalise on the right areas effectively. However, in order to do this the business requires a location, a website and also the use of ads to get the most out of them. These increase web visibility on the SERP and boost the businesses overall customer reach, at the most optimal time for each micro moment.

6. AI

AI (Artificial Intelligence) is insanely complex and understanding how it works is somewhat of a mystery. But it’s not all humanised robots and technological “take-overs”, in fact AI is used quite frequently by businesses. Often used for product / content recommendations in order to promote and also provide you with content of value – using gathered

data about your preferences. For example, Netflix constantly adapts the look of each users home page in order to show them content that they’ll like.

From more of a Digital Marketing perspective, AI is used for Search Engines for a whole bunch of reasons. It can be used to make desired content more accessible for users or can be for SEO marketing (Search Engine Optimisation) purposes. For a marketing company such as Diony, whom provide SEO Services, understanding the algorithms behind AI is a huge importance. Not knowing what factors AI takes into consideration could make your content less targeted which is why so many agencies provide an in depth SEO strategy for their clients – to make sure that these areas get covered.  

Furthermore, AI is being used within the vast majority of industries. It’s used throughout company automation, throughout sales and communication, along with various digital marketing aspects. AI is even found within people’s homes, being used in products like smart phones for social listening, sentiment analysis and smart speakers for speech recognition. Bringing us to our next point…

7. Voice Search and Smart Speakers

What is Voice Search? Voice Search basically allows users to speak into a device, in comparison to typing keywords into a search engine to generate a SERP. The audio technology uses speech recognition to understand what users are saying, in order to provide results orally to the user.

Voice Search has been increasingly trending from the use of it in programs such as Siri, Google Assistant, speech-to-text and voice dialing. Likewise, it’s even found fundamental use in products such as Google Home Hub, Alexa, and many more. Which is why more brands, platforms and websites have started optimising for it.

Voice Search is an emerging market in 2019, with an estimate of around 50% of all searches being voice search by 2020. Creating massive audience potential for businesses to repurpose their content and extend their marketing through the digital platform. For a marketing company this is a great opportunity to optimise content for voice search. Especially when advertising your content through the display of voice search products, as it boosts lead generation from users looking for your content. Furthermore, SEO experts will use voice search as a key area for content optimisation, in order to make it more accessible and relevant for voice search queries – and even more so for mobile marketing, for products that use speech recognition.    

8. Omnichannel Marketing

Last but not least is Omnichannel Marketing. Omnichannel marketing is a sales approach on multiple channels, providing the customer with an integrated shopping experience. Customers can then shop online from a desktop or mobile device, or straight from the store, having a consistent experience throughout.

Additionally, this is a great strategy for lead generation as it increases the amount of touch points and improves customer retention. Statistically, businesses that adopt an omnichannel marketing strategy achieve 91% greater year-over-year customer retention rates, in comparison to those who don’t.  

Advertising agencies often offer brand management with an Omnichannel Marketing strategy in mind. So that they can implement the best optimisation throughout the client’s current marketing. Adapting areas such as SEO, Design and Social Media to get the best ROI from them. This is great for a client with ads as it increases both the organic side of marketing along with the ads. Meaning that they’ll get more traffic and overall visibility, whether it’s organic, PPC, CPA, or a CPM strategy.

Affordable SEO Company

More often than not, SEO (Search Engine Optimisation) is thought of being a costly expense for businesses and digital marketing consultants. However, SEO varies from something that’s very cheap to something that’s a bit more of an expense. It all depends on how much return you aim to get out of an SEO strategy and whether or not it benefits your KPIs (key performance indicators).

Huge companies will invest a lot of time and money into SEO. This is because it can be highly beneficial, being even more profitable than some Google Ad campaigns. Especially for long term strategy led marketing campaigns that include SEO. This is because SEO takes into consideration various factors regarding your content. Identifying multiple areas of your marketing for development, that once optimised will increase your ROI and overall marketing revenue.

Why do you need SEO?

Over 90% of all online experiences start with a search engine. With around 40% of all ecommerce traffic coming from search. Meaning that if you don’t optimise for search it’s very unlikely that you’ll be reaching all of your potential audience. Which would be a significant lose if you’re a company providing online retail. For smaller companies it’s fundamental that you aim to hit all aspects of your marketing. This is to increase brand awareness and the amount of conversions you get. Consequently, being the reason why SEO marketing is so important. Because of it focusing on website visibility, aiming to push traffic to the website and also boost your user engagement.

Although a digital marketing company can seem like an expense, it is often more profitable to have one than not. Having an SEO expert to support your business grow online is what agencies like Diony specialise to do for their clients. Helping to get the most from your marketing strategy in a way that’s cost effective for your business. Subsequently, being why we try to come across as an affordable SEO company, that looks out to achieve greater goals and take companies to higher level brackets of marketing, without the initial leap of faith.        

The Summary

Marketing is a broad topic to discuss and knowing what to take from it can be overwhelming.

So, here’s a short list of what we went over:

  • Understanding Marketing.
  • Understanding Digital Marketing.
  • Digital Marketing Trends of 2019
  • Affordable SEO

For more information on Digital marketing, go take a look at our other blogs, via the link.

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