Hand in hand with Marketing, the MarcaDay Madrid meeting was held in Madrid on October 5 to help companies learn how to improve their presence in the online environment and how to carry it out.
1. Educate with your content
Content has long been king and 2019 was no different.
Citing figures from the Content Marketing Institute’s 2019 trends report, Robin Barendsen, head of digital marketing at office space rental company WehaveAnyspace, noted 77% of B2B marketers use content marketing.
“In fact, the majority of B2B content marketers use educational assets to nurture leads and build audience trust, which is absolutely essential for inbound marketing,” he said. Azerbaijan Mobile Database “Think about informational blogs, white papers or quizzes.”
best marketing strategies graph of types of content
We’re likely preaching to the choir here, but, generally speaking, brands should create content that is relevant, authoritative and, of course, educates its audience.
2. Personalize your marketing messages
Peter Wilfahrt, managing director of digital agency Versandgigant, said marketers should personalize every single message in 2020 by digging into analytics and understanding demographics, affinity categories and in-market segments. More on that in a moment.
“Only very few brands execute a personalized messaging strategy,” he said. “And we’re not talking about adding the first name to your email greeting … really dig into your prospect’s mind and discover what they fear, wish and want.”
While Brock Murray, COO of digital marketing agency seoplus+, agrees consumers should be made to feel special, he argues automation is the way to go because it allows advertisers to create ads that dynamically change based on whoever is searching. And, Murray said, results show consumers want this type of customization.
“With that being said, timeliness also proved to be a critical part of any strategy as users proved they still don’t want to be bombarded with content, particularly if it isn’t even relevant to them,” Murray added. “Overall, all of your content and markup should be concise and easily understandable to ensure your users receive value with each interaction. Transparency and respect of users’ privacy should also be a critical component of any digital marketing strategy.”
Frank Spear, content marketer at WordPress contest plugin RafflePress, said personalization boosted his marketing strategy far beyond his expectations in 2019.
“We tried to implement personalized content in virtually every aspect of our strategy,” he said. “Our opt-in ads change based on the content users read before the popup was triggered. The relatable promotion is designed to show consumers that we understand their pain points and want to help. We allow our customers to pick the type of content they want to receive from us when they subscribe to our email marketing campaigns.”
Effective personalization is the result of efforts like behavioral segmentation, or separating audience members into groups based on their actions, like first-time purchases, abandoned carts, repeat purchases and page views without conversion, said Sam White, marketing manager at CBD site Soul CBD.
“Each behavior group can look very similar to each other demographically and then act in very different ways,” White added. “Behavioral segmentation is what allows us to speak to each group in a way that makes sense with how they interact with the brand.”
personalized message for an abandoned cart
Vivek Chugh, CEO of checklist app Listables, agreed data-driven segmentation has worked well so far because it allows Listables to tailor its messages and make sure it is getting it in front of the right people, so this segmentation will be a big part of marketing in 2020, too.
3. Let data drive your creative
According to Natalia Wulfe, CMO of digital marketing agency Effective Spend, platforms like Google and Facebook are taking control more control of audience targeting as they simultaneously move away from manual bidding capabilities. Meanwhile, their algorithms have become adept at understanding which ad images and copy will drive the best click-through and conversion rates.
“With these shifts, we’ve seen creative emerging as a serious performance driver, carrying equal weight to other key drivers like placement selection and audience targeting,” she said.
As a result, Effective Spend overhauled its creative design process to incorporate a data-first approach.
“We analyze the performance metrics of existing creative, identify where the gaps are, and then design new creative that directly impacts those poor performing metrics,” she added.
4. Invest in original research
One of the best marketing strategies of 2010 was investing in original research.
“This strategy worked because we came up with something new,” he said. “New data attracted links and it was beautifully present
I was lucky enough to participate as a speaker in it together with Noelia Ruiz, Antoni Perpiña, Isidro Tenorio, Fernando Valmaseda, Philippe Gandet and Javier Ruiz, organizer of the event, whom I want to thank from here for counting on me.
Javier Ruiz presented a magnificent TribApp application that I will analyze in greater depth in a future post.
Family issues kept me from enjoying the whole day, but I had enough time to share Brother Cell PhoneList the following vision of a Marketing Strategy for Brands.