As the digital landscape becomes more and more competitive, it’s clear to marketers that you can no longer take a passive approach to generating audience engagement when it comes to social media. That’s because today’s users crave authentic, real-time interaction. They want to be involved from the ground up, and they want to help brands create and shape their message.
The brands whose social strategies will be met with success this year are those who will make the effort to ensure and deliver personalized experiences for their audiences. Of course, you can’t do this without first knowing what exactly what’s available to you, as trends continue to evolve.
Digital Marketing Tactics Your Brand Can’t Live Without
- Ephemeral Content – This year is all about stories and the rise of ephemeral content. In other words, audiences want to see more in-the-moment content over more highly-produced pieces in their social newsfeeds. Audiences love the more personal, authentic feel of these seemingly spontaneous moments. With this, they’re more focused on nurturing engaging relationships with the people and personalities behind your brand. In fact, we’re likely to see stories become the primary way brands start sharing content on social media as mobile usage continues to grow and attention spans become shorter and shorter. So, pay close attention to how your audience engagement starts shifting as you experiment with these different forms of content.
- AI Experience – From chatbots to ad optimization, AI is driving what is perceived to be a more personal customer experience. So, it’s time to embrace this new technology that can enhance customer interaction, especially when it comes to customer service. AI also allows for more targeted personalization, as it deals with the vast amounts of information being collected and uploaded by users each and every day. This means content, ads, emails, etc. can all be personalized to each specific individual based on patterns of past behavior and interactions.
- Paid Ads – Last year, more businesses jumped on board with social media ads than ever before, and that trend is only going to continue to rise. Of course, more ads mean more competition and the need to get creative with advertising budgets. So, to counter this, it’s all about finding a balance between money spent and time invested in creativity. Just because ads worked in the past, doesn’t mean that they’ll have the same effect today. Remember, you want content to be (or at least feel) fresh, and that requires more time and effort than anything else. If you’re not sure which ads will work best for you, start by boosting your top performing organic content to see what users respond best to. You can’t reach your audience until you understand them.
- Omnichannel Marketing – Since social media plays a significant role in a business’ overall marketing strategy, we’re going to continue to see the evolution from multichannel to omnichannel marketing. This simply means that emphasis is being placed on reaching and interacting with audiences across all channels. So, marketers need to be thinking about the digital experience as a whole and how each medium interacts with or influences another. This is actually great news for your bottom line, as it means that your efforts with everything from social, to paid ads, to content, to email channels, etc. aren’t competing with each other for conversions or sales. Now, through strategic integration, all of these channels can work together.
Digital marketing is constantly evolving, and top brands know to focus on the types of engagement that are already proving to drive conversions. It’s all about nurturing those relationships between business and consumer through more personalized outreach that will build trusting, loyal audiences.