7 Tactics To Prepare Your Digital Marketing Team For 2023
As the year draws to a close, digital markets are now focusing on how they can deliver gains for their clients in 2023.
As the shift to digital continues,traditional marketingis increasingly being disrupted by数字营销. Digital marketing teams are under enormous pressure to manage this transition, seize the opportunities offered by digital marketing and deliver outsized gains. Here are seven tactics for doing that.
Automate to improve workflow efficiency
Improving workflow efficiency is a great way to enhance the client experience, reduce costs of service and improve agency profitability. A decade ago, venture capitalist Marc Andreessen said that"software is eating the world."Today, it is truer to say thatartificial intelligence (AI)是世界上食用。人工智能是扰乱行业船尾er industry, and digital marketing is no exception. One easily deployable tool is the use of conversational intelligence to unearth insights from conversations with clients and improve marketing strategies. For instance, conversational intelligence can determine which keywords clients use and shift marketing so that products and scenarios reflect customer language.
SEO remains important
Any marketing expert will tell you thatsearch engine optimization (SEO)has grown beyond the days when all that mattered was sending a site up Google's page ranking. Although rising up Google's page ranking remains important, SEO has changed in fundamental ways. Digital marketers have to consider alternative SEO strategies. Although Google's dominance among search engines continues to rise, search strategies on platforms such as Amazon, Instagram and Twitter will become increasingly important.
Stand out with thought leadership
Thought leadershipis a novel and increasingly important way to grow a brand. It's also a high-margin way of doing it, requiring very little economic investment. What it does require is an investment in developing unique insights. This may even require having someone whose job is to do nothing but read, think, write or post videos.
People are hungry for insight, and what they want is someone who can deliver profound insights that make it worth their time. If you can win people's trust as a reliable authority, you will build the value of your brand.
Accumulate data
In the era ofBig Data, data is the new oil. Possessing data is the foundation of a great business. Your business needs to invest in tracking your client's activity not just on client websites, but also on third-party websites. On Apple products, they will of course have to explicitly consent to this, and you might even proactively seek their consent when they land on the customer's website. The fraction of traffic that you can track will give you insights into what people want. Lead conversion tracking is vital.
If you can't measure something, it's hard to know what you are doing right. Data collection is key for understanding what's working in your digital marketing strategy and therefore reducing the cost of acquiring each customer. It's also important for doing right by your customers by giving them just what they want and need. Without data, you cannot maximize the return on investment (ROI) on your campaigns. In this way, you can increase your chances of retaining your customers.
Prepare for Google Analytics 4
From July 1, 2023, Universal Analytics will no longer process data. Although you will still be able to see Universal Analytics reports for some time, new data will be processed byGoogle Analytics 4properties. Google Analytics 4 has been touted as the "next generation of Analytics".
It's advisable to start running both Universal Analytics and Google Analytics 4 in preparation for the transition so that by the time July arrives, you are comfortable with Google Analytics 4. Furthermore, you should start using Google Analytics 4's tracking features to give yourself a little treasure trove of data once the July deadline arrives.
Build customer loyalty
Each customer's lifetime value is determined by the degree ofcustomer loyaltythat you can foster. This is not only because clients will stay longer the more loyal they are, but it is also because loyalty will lead them to use more and more of your services, allowing you to "land and expand".
In order to enhance customer loyalty beyond what your own operational excellence can achieve, you should offer customers freebies, loyalty and referral discounts, and you should over-communicate your fulfillment expectations to build trust. These things are even more pertinent in times like these when customers exist in a state of uncertainty and might even be experiencing declining revenues. These investments pay off in the long run. You want to go the extra mile forrepeat customersso they understand just how valuable they are to you.
Forget third-party cookies
Third-party trackingis dying. Apple is one of the big reasons for this, as it leads a push to answer customer fears about privacy. For digital marketers, what this means is that you will have to reimagine how you advertise in a world without third-party cookies. More specifically, digital marketers will have to do more to collect first-party data. Data's importance remains, but now, success will depend on if you own enough data to gain meaningful insights. Digital marketers who can succeed in building out their first-party data will be ahead of those who cannot and will be able to analyze and forecast the performance of their ads and conduct bettermarket research.
Entrepreneur Editors' Picks
-
Why Aren't You Happy, Even When You Get What You Want?This Founder Teamed Up With the Dalai Lama Himself to Cure Your 'Insatiable' Desire.
-
Kidnappers Held a Gun to His Head and Pulled the Trigger.The Terror of That Moment Fueled His Billion-Dollar Startup.
-
Who's Responsible for a Toxic Workplace?If You Do Any of These 3 Things, Look in the Mirror.
-
Make Better, Faster Decisions UsingThis Simple 3-Step Framework
-
This FounderLaunched an Ecommerce Company After a Frustrating College Experience. Now, Its Shipping Times Rival Amazon Prime's.
-
Here'sWhy a Crisis May Actually Be the Best Thing That Can Happen to You