Digital marketing has been a powerful tool for many years now. However, since the spread of COVID-19 and the subsequent measures encouraging people to stay at home, it's become an even bigger necessity. Now that more people are online than ever before, an effective digital marketing campaign is crucial to any business's success today.
To help you get the ROI you want from your marketing efforts in 2021, here are some top uses for digital marketing to consider as you start planning for the new year.
Unlike traditional ads that try to reach as many people as possible, targeted ads pursue specific audiences based on certain demographics, interests, and other traits. You can more effectively attract new customers through targeted advertising while wasting less ad spend on more extensive campaigns.
For example, one significant audience segment may include college students, in which case you could develop ads targeted to them. You should gear your messaging, images, videos, headlines, and other aspects toward college students. Your ads would also show up on the platforms that college students are most likely to use, including specific social media channels. Ads could also target people based on items they've purchased in the past, reaching people who are more actively interested in what you're promoting.
When using targeted ads, you can determine which combination of creative elements works best for a particular audience. You can then push visual ads on social media platforms like Facebook, LinkedIn, Instagram, or Twitter. You can also use targeted video ads that show up on platforms like YouTube, connecting with specific audiences.
Targeted advertising will continue to be invaluable. HubSpot found that ad placement and audience targeting are still the top methods for driving more demand.
Cart abandonment is one of the most significant issues for many online businesses. The average cart abandonment rate for all industries is 69.57%, which is not an insignificant number. Cart abandonment occurs when people add items to their cart and may reach the checkout point, but they wind up neglecting to complete their purchase for whatever reason. Thankfully, you don't have to worry about people forgetting about their carts entirely with an effective cart abandonment advertising campaign.
For instance, someone may have added a few items from your online store into their shopping cart before leaving and not returning within a day or two. In this case, you could have an automated email sent that reminds people who've abandoned your cart to come back to them.
You could also use retargeting ads that appear on other websites the customer browses, reminding them to revisit your site regardless of how far they stray. Using cart abandonment advertising and other checkout optimization tools can increase conversions by 35.62% or more.
Email Marketing Campaigns
Email remains one of the most powerful marketing tools today. With well-optimized email marketing, you can connect with leads at every stage of the buyer's journey or bring past customers back to you with additional promotions, offers, and other email content.
You could start by encouraging people to submit their emails to get on your lists with newsletter subscriptions, initial offers, or contact forms on your website. From there, you could segment your lists and send relevant informational content, offers, discounts, and other details that eventually lead to a sale. After customers have purchased one or more items, you can increase retention by sending those customers targeted emails with exciting new products or services that appeal to their interests, based on their purchase history. You may also want to use emails to remind people to complete a purchase after abandoning their shopping carts, which can further boost conversions.
When done right, email marketing can yield up to 3,800% ROI, making these campaigns genuinely worthwhile.
Search Display Ads
Search ads can be highly effective, but they're limited to search engine results and may not be as engaging as search display ads. Unlike search ads, paid display ads can appear on many websites outside search engines based on specific targeting parameters. They also use images, whereas search ads are limited to text.
Someone interested in a particular product and performed a search for it may come across relevant ads from your brand. Search display ads are ideal for increasing brand awareness and leads, with the ability to generate immediate conversions. If you want to connect with people who may not spend as much time on search engines, display ads can help get you in front of them
Google's Display Ad Network can be a tremendous asset when appropriately used, as it reaches approximately 90% of internet users across the globe.
Social Media Marketing
Social media marketing entails using popular social media channels to reach potentially billions of users. Through different ads that appear on Facebook, Twitter, LinkedIn, and other channels, you can connect with many audiences based on their specific interests and demographics. Today, around 77% of people in the U.S. have a social media account, which means you're missing out if you neglect to market on these platforms.
You could use social media to increase brand awareness with a combination of image ads and video ads, encouraging people to visit your website directly through those and bring them into the sales funnel. An ad campaign could consist of various video and image ads that appear in people's feeds while scrolling on Facebook, or you may use video ads that play in the middle of videos the user is watching. You also can respond to people's comments on your ads, providing more information, or further directing them to relevant webpages for additional details. It's also possible to use hashtags and other campaigns that get social media users directly involved in brand awareness efforts.
Over-the-top (OTT) advertising is a video advertising method that uses streaming platforms to promote brands, products, and services. They're similar to TV commercials, but they can reach millions of people who may not watch traditional TV. Unlike other types of video ads, such as those that appear on YouTube, viewers can't skip them, which means that your audiences are more likely to watch them all the way through.
Like other video ads, you can target specific audiences depending on demographics and the programs that appeal to them. You can also choose when to display your ads based on your audience is most active streaming services.
Video streaming will only be more integral for brands, as 68% of people are subscribed to at least one video streaming service today.
Take Full Advantage of Digital Marketing for Optimal Results
If you understand how to implement digital marketing for your business, you'll be able to maximize your reach and hyper-target your ads across all channels. As more people turn to online companies to provide them with the products and services they trust, you need to use every platform and channel to your advantage, from targeted ads and social media to email and OTT campaigns. With a comprehensive strategy in place, you'll equip your brand for long-term success.