February 2, 2023
Eyes4Research
Like everything else across digital platforms, digital marketing has evolved quickly over the years. What caught fire just a few years ago might not yield the same return today. And as is the case with any marketing strategy, success in digital marketing will most likely be determined by how well marketing teams pay attention to detail. Marketers have to infuse their strategies with current trends and track the results of their effort to know what is working and what isn’t. Below are 10 do’s and don’ts of digital marketing in 2023.
Know Your Audience
In order to become and stay competitive, companies need to know who their customer is. Companies can use data derived from market research to create personas for their customers. The buyer’s personas help marketers understand who exactly they are selling to and what those customers need. It is only then that effective marketing strategies can be crafted.
Choose a Marketing Strategy That Serves Multiple Goals
Speaking of marketing strategies, it is a good idea to decide on a few attainable goals that can be reached within one marketing strategy. With this in mind, companies can grow their business on multiple fronts with the energy focused on one initiative. Marketing teams can work backward from their objectives in order to reach their ultimate goal.
Have Stellar Original Content
All the shiny, distracting objects in the world will not matter if the content a company produces doesn’t do its brand justice. Fresh, well-edited content will not only be an effective way for a company to tell its story, but it also provides another avenue for audience reach if it is shared for other potential customers to engage with.
Focus On Tactics That Will Work
The scope of marketing approaches and tactics can be overwhelming. What works for one company could be a complete failure for another. When deciding on which direction to take, marketers should take time to understand what options are available and think carefully before deciding what to include as part of their strategies. Make a list of all of the available options– content marketing, or paid advertising, for example– consider the stated goals, and then eliminate the options that are not feasible.
Understand the Power of SEO
More than just keywords, SEO has evolved into a complex, multilayered process that has become a valuable tool for digital marketing. Executed properly, SEO elevates brand awareness, builds relationships with prospects, and positions companies as trustworthy authorities in their industries. A higher-profile website with increased traffic means that there are more opportunities for marketers to convert prospects into customers.
Stop Fueling Digital Fatigue
Audiences do a lot of mindless scrolling. At this point in the game, marketers need to be more mindful of the content that they are creating in order to stand out from the competition. As mentioned earlier, what worked even just a couple of years ago, might not connect with consumers now. Marketers need to use data in order to create ever-more personalized campaigns that genuinely engage their audiences, who have by now learned to tune out what doesn’t stand out. Taking advantage of social media platforms that make it easy to have more personalized, real-time dialogue with consumers is key to clear messaging that is interactive with audiences.
Don’t Ignore Your Website
The experiences that consumers expect when they are online are ever-evolving. They want to engage with websites that are of-the-moment design-wise, and they want a journey that is seamless and easy to navigate. An outdated website is glitchy, slow, and an all-around unpleasant experience that will reflect poorly on your business. Exploring features like online event and meeting scheduling or built-in video conferencing as part of website updates can elevate communication with customers and help edge out the competition.
Don’t Fear AI and Chatbot Technology
Marketers have started to invest more resources in AI and chatbot technology to create personalized experiences for their customers. For companies that are creative in how they employ these technologies, the return can mean a loyal customer base who knows that they can expect a curated experience. A good example of how this can be achieved is a chatbot that was recently created by a digital marketing agency to help customers find their perfect pair of jeans. The chatbot asked customers what they like and dislike about other pairs of jeans they own, as well as their personal style preferences. The chatbot then sends the customer a curated list of options based on those answers.
Read more about marketing on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.