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Cross Channel Marketing
November 18, 2013
Weekly roundup: 5 digital marketing tips, trends and tactics
Our roundup of noteworthy digital marketing insights, tips and trends from last week’s news:
1. For digital marketers, it's time to break old habits
CMOs need to take a hard look at their marketing talent and strategies. Many marketing teams today are "overweight with traditional marketing," and doomed for digital failure if they don't rebalance their marketing talent in favor of digital soon, writes Nikhil Jain, Founder of Digital Minds Group, a Syndey-based digital marketing agency. “While companies can think about replacing traditional above-the-line campaigns with digital, they have not [grown internal resources] to keep pace," explains Jain, "They can't take the business into a positive environment because they are not allocating the right resources."
Read more at AdNews
2. Digital marketing: Tweaking old strategies won't save you
Recent changes from third-party companies like Google, Yahoo and Microsoft, are having a huge impact on digital marketing campaigns and marketers will have to do more than simply tweak their old strategies, writes business consultant Debra Ellis. Marketing via keywords no longer works; content marketing is more than just a "nice-to-have;" and all digital content should be tracked and optimized to determine visibility. Marketers need to make sure that their customers are so connected that they'll actively look for a brand's marketing messages. In this new world, writes Ellis, "Every department in the company has to work together to create memorable customer experiences."
Read more at Social Media Today
3. Key opportunities for digital marketers "this year and beyond"
What trends should online retailers expect this holiday season? ComScore presented its “State of the U.S. Online Retail Economy, Q3 2013” webinar, and offered a few predictions for retailers on what opportunities in digital marketing are most likely to succeed this holiday season and next year. Scottsdale, Ariz.-based digital marketing company ZOG Digital, buttoned down a few of the forecasts for Business2Community:
- Shift budgets to make digital marketing a priority: "Desktop eCommerce sales are up 12% year-over-year from 2012, setting a potential for $300 billion in overall sales for 2013."
- Get a solid foothold in mobile buying: "comScore anticipates that during the 2013 holiday season, mobile commerce will approach nearly $10 billion in total spending."
- Use Pinterest: "[Pinterest's] content is image-based collections of primarily retail-centric commodities, making it an excellent social platform for marketers to drive eCommerce sales."
Read more at Business2Community
4. Why email marketers should call or *ahem* email mom more often
Email marketers need to pay more attention to moms, says Steve Olenski, Senior Content Strategist at Responsys and regular Forbes contributor. Research shows that the much sought after mom demographic prefers email over all other marketing mediums, Olenski explains. Moms are frequently accessing their email via mobile. A recent eMarketer report revealed that email accounted for 91 percent of smartphone activities for moms in the U.S. “In other words, email marketing is extremely vital in engaging with moms and potentially impacting their buying decision," Olenski writes. What’s the secret for tapping into this demographic? Start by including key phrases like “help you shop" and "plan to shop."
Read more at Forbes
5. Online video equals email marketing gold
Believe it or not, more than 60 percent of U.S. marketers are using video (successfully) in their email marketing campaigns. The most popular ways for email marketers to include video are by linking to the video landing page (51 percent do this) or to an online video player (24 percent do this), according to a survey from the Web Video Marketing Council. And their efforts are successful — the survey cites that more than 60 percent of respondents claimed that their customers were more likely to make a purchase after viewing a video sent via email.
Read more at Online Video