Digital Marketing

  • Artificial Intelligence in Marketing

    Artificial Intelligence (AI) has gained quite some popularity over the last few years and has opened up lots of new opportunities for brands and marketers. There are many options to enhance marketing campaigns with AI by analyzing data, automating tasks, and engaging with consumers on an individual level. In this blog post, we will take a look at how AI can be implemented.

    Source: Adobe Stock

    One of the most valuable objectives that can be achieved with AI is personalization. According to a survey, customers are 80% more likely to buy something if a brand offers a personalized experience. Consumers are given recommendations based on what they are genuinely interested in, which can lead to many benefits for the brand and customer alike. Customers save time and energy while shopping online and usually there is an increased engagement rate, which ultimately leads to higher brand loyalty and conversion rates.

    Source: Bloomreach

    Another way to implement AI is by using chatbots. Chatbots are programmed to have human-like conversations and are often used in customer support. They can analyze massive data sets, understand behavioral patterns and personalize the experience by adapting to the visitor’s preferences.

    There are many benefits to using chatbots – they can be online 24/7, therefore increasing customer interaction. There is also the option of reaching a new audience if multilingual chatbots are used. While implementing chatbots might be a big investment in the beginning, in the long run, there will also be reduced operational costs compared to employing a human.

    Source: Shutterstock

    Overall, there are so many opportunities to use AI nowadays as marketers and their rise does not seem to slow down. What is your opinion about their implementation in the digital marketing world? Do you think marketing jobs will become redundant sooner or later or will a human touch still be necessary to maintain a real connection with the audience?

  • How to use Instagram Reels in your Marketing Strategy

    Instagram Reels are videos up to 90 seconds that come with features like editing tools, filters, stickers, and many other special effects. Users can choose sounds from a music library to add to their final product. Since its launch in August 2020, it has become one of the most popular features on Instagram and currently makes up over 20% of the time spent on Instagram. There is a lot of potential for marketers – but what is the best way to take advantage of this opportunity?

    Source: Influencer Marketing Hub

    A great way to engage your audience on Instagram Reels is by posting informational content. The focus should be on educating your audience instead of solely promoting a product. Providing value to consumers by creating high-quality informational content is a great strategy to captivate your audience. A notable example of this is Adobe Photoshop – they are posting tutorials created by users, providing value to consumers and encouraging them that they can achieve the same results by using their product.

    Another brand that uses Instagram reels as part of its content marketing strategy is HelloFresh, a meal-kit delivery service. HelloFresh uses Instagram Reels to display its product in action. Showing their audience the process of creating a meal from their kits gives consumers insights into the brand and how easy it is to use it.

    With Instagram Reels, it is also important to be creative and follow current trends. As a fashion designer, you could show your audience different ways to wear your outfits, while it could be beneficial for a beauty brand to show different makeup looks created with their products. There are many opportunities to catch people’s attention and following along with viral sensations like trending sounds will give you a chance to reach more people.

    Instagram Reel has evolved a lot since its launch and its popularity will likely only increase in the future. Do you think Instagram Reel stands a chance against Tiktok and are you currently using Reels?

  • How to choose the right influencers for your next marketing campaign

    In recent years, Influencer Marketing has become very important for digital marketers. Working with influencers can lead to many benefits like increased brand awareness, traffic, and conversions. However, it is important to pick the right influencers to get the best results from using influencer marketing in a campaign.

    Source: Legal and Creative

    So, how do you choose the right influencers to promote your brand?

    The most important factor in choosing an influencer is that they align with the company’s values and can reach the right target audience. Imagine trying to promote a sugary drink to the audience of a fitness influencer or a luxury travel product to budget travelers – the majority of their audience will simply not be interested, causing a bad ROI.

    Source: Planoly

    The number of followers and reach are also important, although they shouldn’t be the only metric for marketers to rely on. For example, let’s assume Influencer A has 10000 followers and Influencer B 50000 – many people will assume that a marketing campaign with Influencer B is going to get better results. However, this might not necessarily be true and a decision should only be made with more context, like engagement rate.

    An influencer’s engagement rate tells brands much about the quality of their work. There are accounts with millions of followers that can have very low engagement rates, which could mean that they create low-quality content or have even bought fake followers. On the other hand, many nano and micro-influencers only have a low amount of followers but a very loyal and engaged audience.

    Source: Later

    Overall, working with influencers can be very beneficial, but marketers should carefully examine their metrics before entering a partnership together.

    In your opinion, what is the most important metric to determine an influencer’s value to a brand?

  • How to tell a compelling brand story

    In today’s fast-paced society where most people long for instant gratification, getting attention to a brand is not always an easy task. Brands need to connect with their audience, invoke emotions and create engagement – but how can they achieve that?

    Storytelling is using a narrative to connect with a brand’s audience by sharing what they stand for. A compelling story should be relatable, believable and get the brand’s values across. It should spark curiosity and leave an impression on the reader, whether it’s via inspiration, controversy, or humor.

    Source: Tech Funnel

    To create a compelling story, brands should think about what emotions, values and ideas they want to get across to their audience. How should the consumers feel about this? What values are customers getting from interacting with the story? What is the meaning of the brand, beyond the product or service?

    Source: Unspun

    However, it is also important to keep storytelling authentic. Brands that tell genuine and honest stories build customer trust more easily, while inauthenticity can lead to the opposite. It is vital that stories capture the essence of a brand’s values and mission. To be perceived as authentic, brand should also be aware of who their audience is. For example, a story targeted to children should be more playful, while one meant meant for businessmen might perform better in a formal manner.

    Source: Typewriter

    Nowadays, telling a powerful story and forming an emotional connection with the audience is key in a brand’s marketing strategy. Stories that resonate with customers create a bond and ultimately lead to more trust and brand loyalty. Compelling storytelling also makes a brand stand out and unforgettable in the eyes of customers.

    What is your opinion about storytelling? Do you think a good story can build connections and trust between brand and consumer?

  • Reaching Gen Z on Tiktok

    Tiktok has really established itself in the online space during the past couple of years. Starting out as Musical.ly in 2014, the app was mostly known for its lip-syncing videos. In 2018, the app merged with Tiktok and grew in popularity. Currently there are over 1 billion active monthly users on Tiktok, 60% of which is Gen Z. Is this a goldmine for advertisers trying to reach Gen Z?

    tiktok users by age
    Source: App Ape

    As we can see, there is a high reach potential for brands wanting to target Gen Z. But that is not all – compared to other social media channels, the engagement rate is much higher on Tiktok. In 2021, Tiktok averaged an engagement rate of 5,96%, while Instagram was not even reaching 1% and with Facebook and Twitter being even further below.

    Source: Marketing Charts

    According to a study by CNBC, reaching Gen Z as a marketer is not an easy task. Their attention spans are low and instead of videos that feel like advertisements, they prefer humorous and short ads that are under 10 seconds. 69% of Gen Z actively tries to avoid ads in every way possible.

    So what strategies should marketers use to capitalize on Tiktok reach?

    One way to market to this audience on TikTok is working together with influencers. Tiktok has created a new generation of influencers with huge fanbases that can get any brand on the radar of Gen Z.

    Another important thing is to keep up with trends. Whether it’s trending songs. hashtags or challenges, videos that follow trends have a high potential to go viral.

    Source: Clip Champ

    As mentioned above, Gen Z wants content that doesn’t feel like an actual advertisement, so posting engaging content that includes humor and doesn’t take itself too seriously is a great way to reach this audience.

    What is your view on this? Do you think Tiktok is a good platform to reach Gen Z effectively?

  • 5 Benefits of using Infographics as part of your Content Marketing Strategy

    Infographics have gained much popularity in the past years and have become important for many marketers around the globe. They are a combination of two things – information and graphics – and their job is to give a visual overview of a subject. In the following blog post I am going to talk about 5 reasons why it is beneficial to use infographics.

    Easier to understand complex concepts

    With infographics, marketers are able to turn complex data into visuals that consumers will find much easier to understand. Especially for visual learners this is very beneficial compared to reading long texts and trying to filter out the important parts without any visual cues. The following infographic explains different types of digital marketing in a clear and concise manner by using visual aids.

    Source: Venngage

    Raising brand awareness

    High quality infographics should offer some sort of value for consumers and educate them. If an infographic is designed with the brand logo visible and the design aligns with the company’s branding, people will be able to tell it apart from other brands, therefore raising brand awareness.

    An example is the following Instagram Post. It contains useful information and shows brand name and logo, which encourages consumers to follow the brand if they want to see more like this.

    Higher reach

    Infographics are usually very shareable.  If your content is appealing to other people, they are going to want to reshare. This generates more traffic and therefore a higher reach on social media.

    Higher engagement

    Infographics can get much higher engagement. Facebook posts that contain imagery get twice as many comments as simple text based posts and also websites reach higher engagement when visuals are included.

    SEO benefits

    Sentiment analysis programs like Google Vision are able to read the text within a visual and therefore interpret and index the content. It is also possible to include keywords in title, description and tags, which can lead to a higher search rank on Google. High quality infographics will generate backlinks too, which leads to higher traffic and a better ranking.

    Those were 5 benefits of using infographics – can you think of any other ones?

  • Should you use Pinterest as a marketing platform?

    Platforms such as Instagram, Facebook and Youtube have been the pinnacle of social media marketing for a long time. For many companies, advertising on these platforms is part of an effective marketing strategy. However, it might also be worth looking into a platform that is often overlooked by digital marketers: Pinterest.

    With 433 million users , Pinterest currently is the 15th most-used social platform worldwide.

    Source: Hootsuite 2022 Digital Trend Report

    But what is it all about? Pinterest uses so called “pins” which are visual depictions of a product or an idea. Every pin consists of an image or video that comes with a title, a description and a link to an external website. This gives digital marketers the opportunity to drive traffic to their blog or website.

    If we take a look at Instagram or Facebook, most people are scrolling through their feed to see pictures of friends and family or keeping up with the latest news. Social interaction through content is the core of these platforms. On Pinterest however, users are there to get inspired. Whether they are trying to find new recipes, ideas for home décor, travel or fashion inspiration – most Pinterest users are ready to take action and buy something.

    Source: How to use Pinterest

    Since 97% of Pinterest searches are unbranded, the vast majority of users are open to trying new products, which means that even startups can start promoting their products on Pinterest without an issue. In comparison to other social media platforms like Youtube, where an ad is usually only an obstacle in getting to the video a user wants to watch, 78% of Pinterest users state that they actually find branded posts useful.

    Pinterest is a very effective marketing platform and 2022 is a great time to start. As 83% of weekly Pinterest user have bought something based on Pinterest content, there is a lot of potential to drive conversions. So, what do you think? Do you see the advantages of using Pinterest as a marketing platform?

  • Content Creators vs. Influencers – which digital marketing strategy should you choose?

    Influencer Marketing has grown tremendously in the past couple of years. In 2021, the industry had a value of $13.8 billion and it is expected to reach $16.4 billion in 2022.

    Most businesses nowadays have integrated Influencer marketing into their marketing strategy. However, what exactly is the difference between an influencer and a content creator and which one will generate the best results for your business?

    Influencers present products to their followers and – as the name states – influence them to buy those. By following an influencer, you get a glimpse into their daily life and recommendations on different products. There are all kinds of influencers, fashion, beauty, fitness, etc. Below is an example of the influencer Alexa Chung showcasing a bag from the brand Miu Miu.

    Content creators have similarities with influencers, however, there are also major differences. With content creators it’s all about creating engaging content and usually less about the person themselves. The focus is on providing useful information and professional content. An example of this is Lost LeBlanc, a photographer/videographer providing high quality travel content on Youtube, Instagram etc.

    So which one should you choose as part of your digital marketing strategy, an influencer or a content creator?

    Generally, it depends on the goals of the company and what you hope to get out of a collaboration.

    Do you need high quality photography & videography of your products? Do you want to create a creative & unique project that showcases what your brand stands for? In that case, working with a content creator is a good fit.

    Or is your goal to boost brand awareness and trust in your company? Do you want to gain new followers and reach a new audience? Then working with an influencer is the best choice.

    Naturally, there is always the option to combine them. For example, a new brand might choose to work with a content creator to get professional content to use for Facebook and Instagram Ads, while also using an influencer to raise their overall brand awareness and follower count.

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