True or false: all marketing today is actually digital marketing. The answer? It depends. While there are still plenty of opportunities for a well-placed print ad or an experiential campaign, it’s seldom that you would find a marketing campaign that doesn’t contain at least one digital element. The rise of text-based marketing, geolocation fencing, hyper-personalization and more have marketers digging in to learn more about these strategies. While you may not use all of the strategies for every campaign that you do, these are the key marketing strategies that are essential for your toolkit in the digital age.
Snapchat filters. In-app pop-ups. Triggered text messages. Targeted Facebook ads. Geo-targeting is one of the hottest ways to encourage prospects and customers to take an action based on their physical location. The new wave of tools that are available for marketers to reach people where they are can be relatively simple to understand but a little tougher to implement. Each platform that you work with will have unique technical difficulties, but the marketing world is alight with possibilities that would have been unheard of only a few years ago. With geo-targeting, you can direct a message to a specific individual whenever they are inside a particular store, or when they pass within a geo-fenced area surrounding a location. One way many businesses are using these tools is by creating coupons that trigger an in-app pop-up. Creepy? Perhaps. Cool? Definitely.
2. Text-Based Marketing
Marketing via text message seems like it should be old hat, but many brands were only beginning to take full advantage of the possibilities in the latter half of 2018. The latest communications and marketing automation tools provide advanced options for utilizing text-based messaging for order delivery notifications, coupon pushes and more. With more consumers ignoring an email than ever before but staying glued to their phones — text messaging is now the preferred method of communication for Americans under the age of 50. Permission-based text message marketing doesn’t have to be simple words, as it can also include images or links to your website or a mobile app. This convenience, combined with great offers, may be enough to convince customers to keep you around.
What’s the difference between personalization (starting an email with “Dear <Fred>”) and hyper-personalization? With hyper-personalization, you’re not only customizing the greeting of an email, but you’re also tailoring each aspect of the communication to the needs of the users. This can include the content that is included in a newsletter changing based on an individual’s role or level in an organization to swapping photos based on whether you’re communicating with a female or a male to increase engagement rates. Creating a level of personalization that provides value to the consumer is tantamount. Simply adding fancy rules for no benefit can leave you with email automation that doesn’t feel authentic or that is often broken. There are distinct challenges implementing this level of personalization in email marketing and on the web. Content editors are not entirely comfortable because they can’t predict exactly what a particular individual sees at any point in time.