Email Marketing

Email marketing is a way to reach consumers directly via electronic mail. Unlike spam, direct email marketing reaches those interested in your business’ area of expertise. 

The information is sent out more like a laser-guided missile than a bomb: No matter what you’re selling, it is a way to reach thousands of potential customers directly at a relatively low cost when compared to advertising or other forms of media exposure.

It brings your business’ message through an attractive mix of graphics, text and links directly to people who may have never heard of your business or considered your products, but are knowledgeable and interested in your business’ area of expertise.

Once you understand– what is email marketing?–you can start to implementing these practices to reach more customers.

Email marketing also provides an easy way to track how effective it is. By keeping track of how many hits your website gets after a mass mailing, it’s easy to gauge whether this technique works for your company. It’s also a good way to guide existing customers back to your business. Many companies also provide an ―unsubscribe‖ option for viewers in an effort to focus only on interested potential customers. Also, your company can opt to have a feedback mechanism where potential customers can tell you directly what they liked and disliked about a particular advertising campaign. 

Video Marketing

Video marketing can be defined in digital marketing context as all uses of video contents to promote a brand, product or service.

Video marketing can take many different forms. It has been empowered by the increase in bandwidth and video consumption

Videos can be used for advertising purposes by buying ad spaces (in-stream video, in-banner video, etc.) or by simply posting a video on a video platform (e.g., YouTube) and looking for viral dissemination.

Videos are also used for showing and promoting products and services on commercial websites. For some products or services it can help transformation.

Finally, video can be used for educational purposes in a content marketing strategy. In this case, videos can be placed on the seller’s website or/and on a video platform (e.g. YouTube channel). 

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How Smart Marketers Turn Data into Successful Campaigns

Connect the Dots

The next generation of marketing requires a deeper level of understanding of the consumer, something legacy tactics can’t reliably deliver on their own. That’s why you need cookies that connect data between sessions and device, revealing individual trends, behavior, and areas of opportunity. But you have to remember to connect the IDs of cookies across multiple devices that belong to a single person.  From there, you can see what the data is actually telling you about each customer as an individual and how he or she browses and shops. With those insights in hand, you can create more targeted campaigns that reach consumers across platforms – treating them like people and not simply as a series of data points collected by a cookie, which helps the marketer provide a consistent experience across all connected devices.

Geotargeting

But data-driven marketing is more than just tracking and optimizing behavior. It also involves meeting, current weather conditions, and more. For example, a smart marketer knows not to promote a Patagonia fleece to a potential customer in Florida. A smart marketer knows that potential customers in the northeast during the month of December would benefit the most from that Patagonia fleece. The same thinking can be applied to brands appealing to a global customer base. Because overseas shoppers will see a dot-com URL rather than their national extension, they may wonder: Does this company ship to my country? If so, can I expect drastic shipping fees?

Enter geotargeting. When the page loads for UK shoppers, for example, geotargeting technology recognizes their location and displays a box with clearly defined benefits just for that traffic segment, including flat-rate shipping and the ability to shop in their native currency. With 70 percent of consumers  to share their location information for the sake of receiving some sort of loyalty or benefit, location-specific content can provide customized relevancy that increases the chances of a conversion and a more reliable and engaging shopping experience.

Keep Current Customers

Marketers also can use data they have on hand to retain existing customers. This can be done by incentivizing customers with tailored offers that factor in customers’ past purchases and cross-promote products they may also enjoy. You can even give those returning customers preferential treatment, such as VIP-only shipping promotions and other perks. There’s always going to be the most important customer who deserves a meaningful experience. Pay attention to this customer. Ignore the masses for a second. Use the data you already have on this customer (demographics, income, marital status, day of the week he tends to buy, etc.) to develop a clear picture of the actual person behind this data. And then deliver an experience best suited to that individual.

Sophisticated targeting will work only if it’s synchronized across channels. Marketers should be able to determine the differences in how consumers browse and buy on social, mobile, and desktop, and respond to that behavior accordingly.

Data-driven marketing is the smart way for brands to connect with their customers and deliver relevant experiences that drive engagement and bottom-line business results. Today, customers are in the driver’s seat. They are constantly inundated with pleas for their attention from other marketers, media organizations, and more. Only the retailers who deliver a compelling customer experience will thrive in this competitive environment.

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