Harness the latest digital advertising trends for your business
August 22, 2023
For marketers today, knowing which tactics offer the most payoff is crucial, but how can you make sure the latest and greatest trends will work for your business?
Before we dive into the individual trends, remember that having a clear goal for each component of your campaign will greatly increase the likelihood of success. Also, keep in mind that even the most well-designed campaign could fail if you don’t have the infrastructure in place to support it, like a mobile-friendly website and responsive customer service.
Use video with purpose
Video continues to be a dominant trend in marketing, with more than 90% of marketers using short-form video planning to maintain their investment or increase it, while 50% plan to increase specifically in TikTok, according to the 2023 HubSpot State of Marketing Report. Videos are popular and can be effective if the content is relevant and useful to your target audience.
Yes, short-form videos you find on TikTok and Reels can allow a company to show off a more casual, entertaining or even humorous side, but will it achieve your business goals? You can certainly capture attention with a fun video showing your employees doing a TikTok dance in a conference room, but you could potentially attract a customer by filming a quick how-to video about your latest product or service, according to Wistia’s 2023 State of Video Report. In fact, product and educational videos topped the list for types of content marketers reported they would focus on in 2023, at 36.6% and 32.1% respectively.
An easy way for you to create video content is to repurpose longer footage you already have into engaging, short-form versions. Customers will reward you with their contact information or by signing up for your newsletter if you have great video content.
And don’t think TikTok is the only platform; Facebook is actually the most leveraged social media platform (and has the best ROI), followed by Instagram, YouTube, Twitter and then TikTok.
Make social media work for you
Just having social media platforms is not enough. The best digital marketers don’t just keep up with their social media channels by checking on them once a week. You want these platforms to work for your business.
Consider automating your marketing campaign workflows with SMS – research has shown it can increase conversions by 21%. Additionally, you might want to use DMs to provide a more private customer experience channel or sell products directly in social apps. Qualified businesses are eligible to sell directly through Instagram, which means you have to have a physical address, phone number, email address, social profile links and an Instagram shop.
Automation can save you time and effort, but don’t forget the human side of customer service. More customers are reaching out to companies through social media; in fact, one in five Gen Zers have nearly 25% of millennials have contacted a brand on social media for customer service needs. It’s okay to automate your social channel responses, but make sure a human gets in touch with whomever sent the initial message within 24 to 48 hours.
Keep email marketing concise
Considering that the average professional receives 120 work emails each day, you need to ensure your email marketing campaign is designed not only to stand out but also get to the point. An engaging, to-the-point headline is a must, but once you’ve grabbed your audience’s attention, you need to get your message across quickly. Think concise, short sentences. Consider adding subheadings or bold words or phrases to make skimming easier. Don’t forget to personalize the message and always test every email before you send it.
A new trend in email marketing is to allow AI to create your initial copy; that’s a great way to save some time if you know the basic goal of your campaign and what the messaging should be. But like with automating your social channel responses, you want to make sure your email marketing copy sounds like a human wrote it, not a computer algorithm.
Our advertising team is adept at developing a campaign that uses engaging trends but will deliver the result you need. Email us at advertise@forumcomm.com to learn more about how we can help your business succeed.
