In the world of online business there are various performance indicators which are used to measure the success or failure of a business. In the e-commerce and publishing sector, analytical tools enable you to develop various optimization measures based on KPIs as well as allowing you to get the most out of individual pages and campaigns. The tools can be used to uncover any weaknesses and show...Key performance indicators (KPIs) in online marketing
Today's online marketing is in a constant state of flux, much like technology itself, and as a result, new trends emerge regularly. Currently, video content in various formats, interactive marketing using augmented reality, and intelligent marketing tools in the form of chat bots are at the top of the list. Trends from the last few years are continuing, because there is still a lot to be gained here including marketing tailored to mobile users and social media, and micro-marketing in collaboration with influencers.
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The frequency of video has skyrocketed and even more so since the start of the coronavirus pandemic. Events are now held digitally, new movies are released directly to streaming services, and TikTok is flooded with Covid-19 and lockdown clips. Video content is also used increasingly among online marketers to engage customers in a visual way. The following content is becoming increasingly popular:
- Livestreams: Streaming live events is not just popular among sports fans. During a livestream, you allow customers to participate in special events and can offer them a glance behind the scenes. This creates a sense of community.
- Tutorial videos: Written instructions are tried and tested, but well-structured videos in which an expert explains the structure and function of a product, for example, are employed more frequently not least because complex details are often easier to understand when displayed visually.
- 360-degree videos: The recipients of this type of video are given an all-round view. This is suitable for presenting events, but also to give customers a first impression of products.
In terms of video design, good storytelling is increasingly important. Businesses and brands that manage to create engaging and emotional content gain sympathy and win over customers.
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Mobile marketing: mobile websites and APM
Mobile marketing makes content and services available on mobile devices. What’s crucial is that the design of digital content aims to optimally display content on a mobile device, be it a computer, smartphone, or tablet. This is the case for a mobile website. There are several ways you can generate one, but the most common is called Responsive Web Design. Adding the right CSS or HTML code, your website is automatically adapted to mobile screens which boosts the user experience.
Additionally, you can use the open source framework Accelerated Mobile Pages, or AMP for short, to increase mobile page loading times. This is made possible by showing users the most important elements first, such as the page layout, while the subordinate or larger ones, such as images, appear later.
If you want to check whether your website is mobile-optimized, the mobile-friendly test by Google is a good option. Simply enter the URL of your website and the answer is displayed shortly thereafter.
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Interactive content is a great online marketing tool to engage customers and strengthen their bond with a brand. In addition to the usual such as sweepstakes, quizzes, and surveys, there are numerous other strategies that are becoming popular. Two of these are augmented reality and voice search.
The former is a popular web design trend that combines reality with digital components. In other words, a technical device such as AR glasses or a smartphone is used to add information and/or graphical elements to a person’s view.
The AR technology has previously been implemented by Nintendo, for example, using so-called AR cards for 3DS to 3D animate mini-games and characters. Companies like Apple are using the technology to give their customers an impression of the appearance and size of their products. This is also the case with the latest iPhone 13 series.
The Voice Search online marketing trend is a feature that lets users ask search queries, set reminders and more. Voice assistants such as Siri (Apple) and Alexa (Amazon) have also long since moved into numerous end devices and provide a wealth of information upon request.
Online marketers should aim to optimize the content of their websites for voice-based search queries. SEO for voice search is important for marketers in the sense that companies will have to consider classic search queries such as “Where can I buy potting soil?”. It pays to name your products sensibly because complex or foreign language terms could potentially be mispronounced.
Interactive content is a popular email marketing trend. Picture carousels, feedback options, and GIFs are just a few ways to vary newsletters and make them more entertaining for readers.
Social media marketing
The importance of social media platformsand influencers in online marketing continues to grow. The former are established marketing channels enabling brands to reach a large consumer base to offer a wealth of (product) information.
There are many different ways to successfully employ social media marketing. Beside social media advertising on platforms such as Facebook, Twitter, etc., social shopping is currently among the most popular social media marketing trends. Social media is a place where users converge to exchange information about products, get purchase recommendations, and enhance their shopping experience.
Popular platforms that offer social shopping include Instagram, where online sellers showcase their products photographically and users can comment and like them, and Pinterest, where users can place Pins of shoppable products in the shopping category.
Another component of social media marketing is influencer marketing, also called corporate or micro marketing. Individuals who have a strong online presence in social media use their notoriety to promote certain values and/or products. Consumers are more likely to buy something if a charismatic or likeable person gives them good reasons to do so. For example, how about a tutorial that explains how to use a product in detail? Or an unboxing video followed by a review? There are many ways in which influencers can put your product in the right light and increase traffic to your website as a result.
Kim Ji-soo, a well-known influencer in the US, regularly promotes products on her Instagram feed. Due to the number of subscribers she has on her channel, she’s considered a mega influencer. Smaller businesses and brands of niche products may be more interested in working with micro influencers (5,000 to 10,000 subscribers).
Artificial intelligence, AI in short, sounds like science fiction, but it’s a technical achievement widely used in marketing. In online marketing, for example, the technology analyses and evaluates campaign data. Companies gain important information about the purchasing tendencies and trends of their customers, possible churn, behavioral patterns, and more.
In addition, artificial intelligence is used in the form of chatbots in online marketing. These are capable of communicating with customers, answering questions, advising them on the checkout process, or referring them to a support agent if necessary. All the while, the AI continues to “learn” and improves its performance over time.
An example of a chatbot is that of Swedish fashion company H&M. Customers can access customer service through the website and click on the speech bubble in the lower right corner. This opens an additional window in which the H&M chatbot provides them advice and assistance.