Niche marketing is essential for mastering one area, but you must also be aware of these digital marketing foundations to be a marketing leader. In Gartner’s annual CMO Spend Survey, marketing budgets as a percentage of company revenue fell from 11 to 6.4 percent in 2021, a record low.
SEO professionals and marketing organization leaders must review their budgets and resources ahead of 2022 to fund growth and recovery by doing more with less. Some funding should be allocated for developing new ideas and testing them out. This year, as marketers focus on tried-and-true digital marketing tactics and methods to maximize success, that portion of the marketing budget may decline.
This article looks at five critical areas of digital marketing expertise and opportunities you should consider (when making plans for the months and years to come).
- Recognizing and appreciating your entire digital footprint
Your knowledge of personal media is solid. Your original material includes listings and profiles, websites, and other assets. In addition, you should know when and where your brand appears in online paid placements.
As a result, earned media can pose a problem. If you are not continuously monitoring brand mentions on social media, reviews online, and inbound links, how comprehensive is your view of your web presence?
The term “earned” refers to more than what you actively sought out. Social listening, search insights, and reputation tracking allow you to assess and monitor your entire web presence.
- The Basics of Search Engine Operation
The organization’s business information nerve center has evolved from being just a digital marketing channel to one of the most important digital channels.
You and your team will better understand how people search, learn, and consume content once you know how search engines work.
Knowing how search engine crawlers and indexers work will assist you in structuring your pages and websites for optimum visibility.
Finding out how search algorithms rank information – and what they can and cannot do – will help you improve the content and discover problems more quickly when your analytics point them out.
If you’re looking for a search engine, remember that Google is not the only choice.
- Creating a Digital User Experience for Customers
Although “build it and they will come” worked in the movie Field of Dreams, digital marketing doesn’t work the same way.
You must first understand who the audience is and what their problems are to address those problems.
It is well aware of this, and its algorithm improvements are increasingly focused on improving users’ online experiences and removing friction from their journey.
Nowadays, consumers are willing to trade off privacy for the convenience of online tracking. They expect personalized experiences in return.
- Content and digital marketing
Embracing content studios has become increasingly popular among marketing agencies and businesses due to its importance. Recent acquisitions of a creative production studio by MSQ and a media/advertising company by WPP demonstrate this trend. It may not be feasible to build or purchase an entire in-house studio. Your company’s size and the scope of your content requirements will determine the best production plan.
It is often accomplished by hiring writers, editors, videographers, photographers, and other in-house creative staff. Some companies prefer to add freelance creatives to their in-house marketing teams, while others outsource production completely.
What matters most is that your company has the people, procedures, and resources it needs to produce and market optimized content at the volume that your target audience expects. Across devices, sessions, and platforms, customers expect seamless interactions and experiences.
- Machine learning, automation, and programmatic methods
Programmatic advertising is not a novel concept, but it is gaining traction rapidly, with programmatic ad spending forecast to reach $100 billion by 2022. Having machine learning and artificial intelligence assist with tailoring content in real-time is helping organic media become more exciting as we move beyond predictive analytics and advised adjustments.
Brands have a better understanding of customers and can deliver seamless, immersive experiences using AR/VR. There is no doubt that the metaverse, that untapped virtual cosmos into which we can incorporate elements of our physical world, is on the verge of widespread adoption. At this time, there are no clear implications for marketing, but excitement is high.
You will benefit from staying up-to-date on digital marketing technologies, whether you’re automating business operations for more efficiency, boosting ad targeting and ROI with programmatic, or creating an entirely new virtual world for customers.
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