If there is one thing that is constant in digital marketing, it is that it keeps evolving.
Digital marketing has helped us stay in touch with our customers during the Covid-19 pandemic. For entrepreneurs, digital marketing channels such as social media advertising offer them the opportunity to reach customers spending a fraction of the budget that they would otherwise have spent on traditional marketing channels.
With the challenges and restrictions that the Omicron variant brings, business leaders need to consider how digital marketing can help them stay on budget, while staying connected to their audience. Here are five digital marketing trends business leaders should embrace this year.
The metaverse is where businesses should be
Facebook founder Mark Zuckerberg is among those betting on the metaverse. In one letter he explained why Facebook, now called Meta, is embracing the metaverse. âIn that future, you will be able to instantly teleport as a hologram to be in the office without moving, to a concert with friends, or to your parents’ living room to catch up with you. It will open up more opportunities no matter where you live. You will be able to devote more time to what matters to you, reduce traffic time and reduce your carbon footprint, âhe wrote.
Businesses and marketers should start thinking about their role in this new world. Things to consider could be how to integrate virtual reality and physical experiences, so that your customers have more than one way to experience your brand.
Word of mouth is the key
It’s not about getting your message out widely, it’s about having the right people to talk about your brand. Influencer marketing is still huge and it’s a trend that’s here to stay. Make sure you bring in the influencer who can really influence your customers’ decisions. The number of followers is not always a good indicator of the effectiveness of an influencer in influencing decisions. Consider user engagement and have the influencer present case studies before making your decision.
Make sure your marketing team is in the know
Digital marketing trends are constantly changing. Make sure your marketing team is up to date with the latest marketing trends and how they could incorporate them into your digital marketing strategy.
Video is an effective marketing tool
Video has been a strategic way to reach customers on social media for years now, and it’s here to stay. Platforms like TikTok and Instagram present new ways for brands to communicate with their customers. In my experience, I always advise people to âshow not to sayâ. Customers, especially on social media, don’t always read captions. Say what you need in a video. Trends in video editing also continue to evolve, so make sure your video team is keeping up with the latest trends to stand out in a sea of ââcontent. Also, keep in mind that commitment is key. You want your customers to comment, like and / or share your post, not just see it.
In the end, it’s all about the story you tell
Spending a portion of your budget and using all the right marketing channels won’t necessarily guarantee you success. It all depends on the story you tell your customers. From my experience, I know that if a brand’s story and mission revolves around its customers and if its product / service will help them thrive, achieve their goals or make them and their communities better people and places, then they are successful. Remember, this is your customer, not you, and your goal as a business is to make their life easier.
Manar Al Hinai is an award-winning UAE writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai
Update: January 2, 2022, 3:30 a.m.