There isn’t one right way to develop your digital marketing plan. In fact, it’s important for your campaigns to evolve as different trends emerge. Learn how the elements of a digital marketing campaign evolve with trends and why it’s important to embrace the change.
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While basic ad principles rarely change, the design elements and the way ads are written change frequently. People get sick of seeing the same type of ads over and over, so styles change. You need to know whether to write short or long copy, whether to tell a story or be direct, and what words to use — especially if you’re targeting a segment of trendy people. The last thing you want to do is use phrases that went out of style a decade ago when writing an ad that targets 20-somethings.
To keep your ads new and fresh, your marketing team needs to keep up with the latest ad trends. If you don’t have an on-site marketing team, consider working a digital marketing agency for ad creation.
Social Media Marketing
The platforms you use are equally important. For an ad to work, it needs to be visible to your target market. This means you need to know where they hang out online. For example, if you’re selling a product to moms in their mid-30s, you would run your ads on Facebook or Pinterest, but if your product appeals to the young, hip crowd, Instagram and Snapchat are better options. It’s important to embrace changes in social media trends because social media marketing puts your ads in front of a large number of people for fairly decent rates. So know where your peeps hang out at all times. If they start to transition to a new platform, you need to test your ads on that platform.
One of the more recent trends in social media marketing is ephemeral content. It’s used on Snapchat, Instagram, and Facebook Stories, and it’s shared for up to 24 hours before disappears forever. Consider using it in conjunction with your regular digital marketing campaigns to give your customers a real-time look at your company. It’s a great way to share behind-the-scenes stories with your target market.
Mobile Advertising
It wasn’t that long ago that most digital marketing campaigns were geared towards computer users. However, as technology advanced, more and more people started using mobile web browsers, which meant online marketers needed to adjust their websites to make them easier to use on smartphones and tablets. But mobile advertising isn’t only about creating a website with a responsive design.
Because people are constantly connected, they are exposed to a lot more ads. This means, your ads need to be bolder. You need to attract attention quickly and you can’t do that if you don’t know how to stand out in the crowd. It’s important to start incorporating video into your ads if you aren’t already. Video grabs your attention and relaying your message quickly, which is what mobile users have come to expect. In fact, marketers who have used videos on Twitter have seen their customers’ purchase intent increase by 34 percent.
Email Marketing Trends
Email marketing has evolved a lot over the years. Now, it’s used for more than sending your company’s weekly newsletters and the occasional discount to customers. Using email automation software lets you segment your audience so you can customize your email content. This means it’s a lot easier to reach people at different stages of the buying cycle and connect with them on a more personal level.
The debate as to whether email marketing is dying out has been debated for years, and regardless of your personal opinion, you shouldn’t plan to abandon completely just yet. Instead, you need to make sure you’re sending emails that are mobile responsive so people can access your content on the go, and update your segmentation process so your customers get a completely personalized experience.
When it comes to digital marketing, it’s important to embrace change. If not, you could render your company obsolete. Technology and the way people use the internet change at a fast pace. To keep your company visible, your digital marketing campaigns need to evolve with the latest trends.
