TRENDS – CONTENT MARKETING
June 15, 2018
June 15, 2018
Content Marketing – New Strategies of 2018
Content marketing will become even more important and Content creation and distribution will change radically
There’s a reason Seth Godin calls content marketing “the only marketing left” – it’s authentic, useful, and perfectly suited for the internet generation.
But while few can doubt the effectiveness of content marketing, the channels, tactics and tools marketers use to create and distribute content will continue evolving in 2018 and beyond.
What content marketing trends should you watch out for? How should you change your marketing strategy to keep pace with these changes?
Remarketing will become the engine of lead generation
There’s something interesting afoot in advertising: display is making a comeback and outpacing growth in search. Total ad spending on display and search was nearly similar in 2014. Yet, by 2019, display ad spending is expected to be nearly 28% higher than search. This should be a surprise for most marketers. After all, wasn’t display supposed to be “dead”?
The reason for display’s revival is simple: Remarketing.
Remarketing – showing people who’ve visited your site ads as they surf across the web – is booming. As data shows, more and more marketers are ploughing money into remarketing. This higher spending isn’t accidental – conversion rates actually increase the more a customer sees an ad.
Your CTRs may decline over time, but people who do click on your ad after seeing it a couple of times, become twice as likely to convert. For B2B marketers, remarketing is particularly important. As any sales veteran will tell you, it takes 6-8 touches to generate a viable lead. Remarketing is essentially a digital version of these multiple touches.
In 2018, we predict that remarketing will become the engine that drives lead generation. Marketers will continue spending money on remarketing platforms to get their offer before warm prospects and turn them into qualified leads.
How to use this trend?
Setting up a remarketing campaign isn’t very difficult if you have some existing customer data. For instance, if you have an email list of people who had clicked through on an offer without buying anything, you might create a Facebook custom audience to show them a discount coupon. Similarly, you might have a separate custom audience for people who had read 2 or more of your blog posts without signing up for any lead magnet.
If you have existing user data, you can start a remarketing campaign using these platforms:
- Google Ad Remarketing: Google’s remarketing solution that works from inside AdWords. All you need to do is add the remarketing tag to your website, build your ads, and set up your campaign. The only downside is that it is limited to Google Display Network and doesn’t offer any Facebook retargeting options.
- Facebook remarketing: The concept is similar to Google Remarketing, but there are few key differences with who you can retarget; customer list, website traffic, app activity, and engagement on Facebook.
- AdRoll: AdRoll works with Facebook, Google, Yahoo and Microsoft, allowing you to reach a majority of your audience. Like Google remarketing, AdRoll takes cares of all technical details, from customer segmentation to geo-targeting and more.
- Retarget Links: Here’s a new term that you may not have heard before, Link Retargeting. Link Retargeting is a technology pioneered by Retarget Links. The way it works is simple; you create a short link, share it on social media, emails, or blog posts, and anyone who clicks on the link will see your banner ads.
Personalized Content Experiences
Personalization, aka one-to-one marketing, is the key to delivering delightful customer experiences. Consider this: you visit a landing page and enter your name and email to download an eBook on social media marketing. The next time you visit the same site, you’re greeted by name. Not only that, you are also shown more eBooks related to social media marketing.
This is the digital equivalent of the maitre’d at your favorite hotel greeting you by name and ushering you to your favorite table – it’s personal, intimate and helps you stand out in a sea of me-too competitors.
It’s kind of obvious but we predict that in 2018, we’ll see more and more marketers push towards providing highly personalized experiences. The research backs this up:
- In a survey of 1,100 digital professionals, Monetate found that 94% believed personalization was “critical to current and future success”.
- Personalized lead nurturing leads to a 20% increase in sales opportunities from leads.
- Personalized account-based marketing converts 4x higher than generic marketing
In another survey by Forrester, 92% of marketers said that interest in personalization had increased in their companies. It’s not just marketers who want personalization – your customers demand it as well. According to a research from Invesp, 53% of online shoppers believe that personalization is valuable and up to 57% of shoppers are willing to give away their personal information in order to benefit from personalization.
Source and Read More – Cordena