Digital marketing strategies means a lot if you are performing Digital marketing for your services / products. Well, keeping this in our mind, we have written here top 18 Digital marketing strategies for 2021-22.
You can read these advanced and out of the box strategies to be successful in Digital Marketing. So, without wasting time, have a look -
01. Artificial Intelligence
At a time, artificial intelligence, data-driven marketing and voice search engine optimization (VSEO) were enthusiastic concepts. Today, these innovative digital marketing strategies are one of the top priorities for most business owners in 2022.
If you haven’t realized it yet, in 2020 may be the year that a lot of people wake up to the supremacy of artificial intelligence (AI). It’s sure to be at the heart of global business and industry in the future – and it’s already taking over many simple jobs in present market.
For illustration, Microsoft and Uber use Knightscope K5 robots to “surveillance parking lots and large outdoor areas to predict and prevent crime. The robots can read license plates, report suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 per hour – which is less expensive than a human security guard's remuneration.
Artificial intelligence can easily investigate consumer behavior and search patterns, and use data from social media platforms and blogs to help businesses understand how customers find their products and services.
An impressive example of AI in practice is chat bots. MasterCard created a Facebook messenger bot – which uses natural language processing software to elucidate what the customer wants and respond as if it were a real person – to automate handling payments.
Artificial intelligence will soon be the propulsive force behind many services and, currently, we already see it implemented in areas such as:
- E-commerce transactions
- Content creation
- Basic communication
- Product recommendations
- Email personalization
02. Educate with your content / Interactive Content
Specific figures from the trends report of Content Marketing Institute’s 2019, Robin Barendsen, digital marketing head at office space rental company WehaveAnyspace, noted 77% of B2B marketers prefer content marketing.
In 2022, we are heading towards to see a shift from long-established text-based content toward dynamic, engaging content that offers users a mesmerizing experience. For example:
- Augmented reality ads
- 360-degree videos
- Embedded calculators
- Quizzes and polls
03. Personalize your marketing messages
According to Peter Wilfahrt, managing director of digital agency Versandgigant, said marketers should personalize each and every message in 2022 by investigates into analytics and understanding probability, compatible categories and in-market segments. More on that in a digital marketing moment.
Rarely few brands execute a personalized messaging strategy, he stated that. “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 wants.
While Brock Murray, COO of digital marketing agency seoplus+, agrees consumers should be made to feel exceptional, 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 stated that “the results show consumers want this type of customization.
Every single group behavior in digital marketing strategies can look very identical to each other demographically and then act in very unique 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.
04. Prioritize local SEO (search engine optimization)
According to Dan Rice, marketing manager at recruiting firm Talent Locker, the most effective strategy in 2022 was optimizing and prioritizing Google My Business, the free tool that allows businesses to manage their online presence across Google, including search and maps.
This as part of a wide-ranging digital marketing campaign designed to raise awareness of the brand and brand name. “Through steadily producing posts, updates and actually helping drive people to our Google My Business listing, we have been getting strong results. It doesn’t just appear to be helping local SEO, it is also highly significant in driving searches on brand names, too.”
Digital marketing consultant Leslie Whittaker agreed, noting while most businesses have claimed a Google My Business listing, only a small percentage have optimized it. Plus, Google continually adds new features and many businesses aren’t even aware they exist, which means they are missing out on opportunities to drive leads.
She stated that “Business with a brick and mortar location, Google My Business is an essential marketing tool.” It's the first place people turn when looking for a business, especially local businesses and it’s an easy way to increase leads in a short time.
For example, by focusing on the Google listing, Whittaker said one client, a spa in Midtown Manhattan, saw a 398% increase in the number of times the listing appeared in Google searches, an 84% increase in phone calls and a 153% increase in traffic to the website. Another, a dermatologist with a new practice in Long Island and a new listing, has appeared 8900 times in search results and has received 280 site visits from said listing, along with 300 phone calls.
Erin Sparks, CEO of digital marketing firm Site Strategics, said the new real estate from Google, along with lead funnel functionality, shows it wants customers to interact with its priorities first, which is why Google is giving businesses the tools to connect with said customers.
He said, “Get Quote functionality to Custom Service Menus to the relatively new Google Guaranteed Local Service Ads, it is clear that Google wants you to interact with the customer as quickly as possible with its tools.”
05. Let data drive your creativity
In words of Natalia Wulfe, CMO of digital marketing agency Effective Spend, platforms like Google and Facebook are taking control more control of audience targeting as they synchronously move away from manual bidding capabilities. Meanwhile, their algorithms have become accomplished at adept which advertise images and copy will drive the best click-through and conversion rates.
She stated, we have seen creative & innovative emerging as a serious performance driver, transporting equal weight to other key drivers like placement selection and audience targeting with these shifts.
Effective Spend overhauled its creative design process to incorporate a data-first approach as a result in digital marketing.
She added, we evaluate the performance metrics of existing innovative, identify where the gaps are, and then design new creative that directly influences those underprivileged performing metrics.
06. Invest in original research
One of the best digital marketing strategies of 2022 was investing in original research.
Tamas Torok, head of online marketing at JavaScript development company Coding Sans, said Coding Sans has been publishing its own research on software development trends since 2017, and these reports have generated links from reputable websites and yielded thousands of subscribers.
He said, “This marketing strategy worked because we came up with something new.” New data attracted links and it was delightfully presented, which made people share it on social media.
Matthew Zajechowski, outreach team lead at digital marketing agency Digital Third Coast, agreed using proprietary data to create long-form content with graphics has been an effective 2022 strategy, resulting in back links from thousands of high-authority publications.
Publishers want new story angles to cover on a subject even if they’ve covered it a billion times before. Having proprietary data allows us to have that unique angle and presenting it with graphics makes it easy for them to share. We look for writers and publications that cover the subject and present it to them as new research or a study.
07. Update your content
First of all update your content and don’t forget the content you’ve already published.
In fact, Cyrus Yung, co-founder of SEO Company Ascelade, said updating old content is a strategy that has served Ascelade well as Google has a freshness ranking factor and most sites eventually see content decay.
He also mentioned that they have old articles that have ranked well previously and have attracted back links, but the search traffic for that particular article is on a downward trend.
Mark Webster, co-founder of online marketing education company Authority Hacker, said 2022 was the year Authority Hacker focused on this tactic of refreshing older content instead of just pumping out new, high quality content.
“After some testing, we found that making simple updates and tweaks and, most importantly, changing the date of the article to represent the newest modification made our rankings instantly rise up. It's no secret Google prefers fresh content but we had not anticipated this to be such an easy wins.”
08. Expand your guest blogging opportunities
In digital marketing strategies there is another way to expand your reach? Allow more people to create content for your brand through guest blogging. Pamela Bourgault, a digital marketing specialist at digital marketing and social media reporting platform DashThis, said DashThis has scaled its content strategy by allowing clients to contribute to its blog.
She said that this type of strategy is ideal for both of us since they can use this guest post contribution to leverage their expertise and we can use their knowledge to leverage our blog as a resource for relevant information and lead generation. “In maximum cases, these articles bring in a lot of organic traffic and promising leads for us. We have some articles that our clients have written that still to this day bring in over 200+ leads per month.”
09. Align Digital Assets with Content Strategy
First we need to look at our entire set of assets through the lens of the customer. Our assets must align with what type of content customers actually need. The content must be digitally aligned online to provide the data in chronological order.
We must also focus on Entity Search:
Google is using entities to make decisions and it is important to leverage them.
For instance, delineation on bank websites drives online product sales. A bank is not only a financial institution. It has various financial products and each of them have different entities. That’s why banks have to demonstrate all their products & services, and also updates it on regular basis on the websites. As we’re accumulating this information, just to simplify using schema and trying to align these pieces can result in a 20-30% increase in your organic traffic into the digital marketing world.
10. Set up automated email marketing campaigns
According to Maciej Baranowski, manager of customer engagement at career advice website ResumeLab, said ResumeLab started automating its email marketing campaigns in 2022 was a “resounding success.”
That’s because the company can send almost four times as many newsletters, which is more than compensated for the initial drop in conversion rates.
He added - exquisitely, we want both, but math tells us that the tradeoff was more than worth it and we’ve been surging ever since.
Automated email also allows for better customization with A/B testing, info graphics, sequences, time zones and CTA buttons, as well as data-backed optimization. This digital marketing strategy enables us to provides – Improved targeting of messages, improved customer experience, better quality of leads, ROI in marketing, higher conversion, cooperation between marketing & sales, cost efficiency, combines data from different channels, increased web traffic, better profit, shortened sales cycle and improvement in marketing efficiency.
Baranowski said “With each subsequent week, we’re getting smarter about what the ideal newsletter looks like.” In the end, the juice was more than worth the squeeze. The transition pains have yielded a much smoother, smarter and efficient approach that we look forward to fine-tuning further.
11. Prepare for voice technology
In digital marketing voice search was once again on marketers’ minds in 2022 continuing a trend from prior years.
That includes chat bots, which Paige Arnof-Fenn, CEO of marketing consulting firm Mavens & Moguls, noted cut costs and convert visitors into leads by answering FAQs, as well as optimizing for voice queries and long-tail keywords.
Arnof-Fenn said the latter will be key to maximize marketing and advertising opportunities via voice assistants like Siri, Alexa and Google Assistant.
She added - I predict that the brands that perfect the branded skill with more customer-friendly and less invasive ads are going to win big.
According to Faizan Ali, who does PR for WordPress resource site WPBeginner, adding semantics and optimizing content for voice searches yielded a lot of featured snippets for WPBeginner, which helped increase traffic by 39% in 2022.
Alexander Kehoe, operations director of web design firm Caveni Digital Solutions, said Caveni is using natural language processing to assess the quality of its own human contributors and create more value for customers.
12. Have Accurate & Enhanced Information across All Channels
Consistent data and enhanced listings can lead to amazing local performance. We already know that accurate NAP (Name, Address, and Phone Number) data is critical for local businesses. That is still true in 2022 and in future of digital marketing also.
We can take it up a notch and use a platform that allows us to create a central hub where we have all our business information stored and then that same set of info can be easily published as well to other digital channels.
13. Aim for the Best User Experience
Most of the SEOs only think SEO but you need to blend all channels to really engage with the user in digital marketing.
Your website should demonstrate the following:
- Authority
- Sound technical SEO
- Relevancy
- Speed
- Click ability
After addressing the above, you can further enhance the experience through newly optimized assets, that is:
- Make callouts to relevant service information.
- Include galleries and packages.
- Include delineation to all technical information related to venues, facts, etc.
- Include videos: use content from YouTube Channel and identify content opportunities.
14. Chatbots
According to digital marketing strategies - Chatbots will continue to be an important part of digital marketing in 2020. This AI-based technology uses instant messaging to chat in real-time, day or night, with your customers or site visitors.
Surveys show that:
- Chatbots will power 85% of customer service by 2022
- Top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%), and answers to simple questions (55%)
- 63% of respondents prefer messaging an online chatbot to communicate with a business or brand
- By 2022, chatbots will help businesses save over $8 billion per annum
- 80% of businesses want chatbots by 2022.
Many customers prefer interacting with chatbots as they are responsive 24/7, give answers promptly, accurately recall your entire buying history, and never lose patience. These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks - which means that you can focus on more important work.
A large number of brands already use chatbot technology, including rideshare brand “Lyft”. You can request a ride from Lyft via chat (Facebook Messenger and Slack) or voice (Amazon Echo), and their chatbot will let you know the current location of your driver. Other brands that are successfully using chatbot technology include Whole Foods Market, Fandango, Sephora, Staples, The Wall Street Journal and Pizza Hut are some of the great examples.
15. Influencer Marketing
Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to intensify your brand message to a larger market. Influencers can be well-known celebrities, but more often they are Instagram or YouTube personalities with a huge alcove following who can help spread the word about your business or product through their social channels in digital marketing strategies.
In digital marketing, influencer marketing is generally more authentic than corporate advertising:
- 58% of people have bought a new product in the past six months because of an influencer’s recommendation.
- 63% of consumers trust influencers’ opinions of products much more than what brands say about themselves.
This is the reason why “Iceland”, a popular British supermarket chain, switched from ads with celebrities to a campaign that features real-life moms. Teaming up with YouTube community Channel Mum, it now works with a number of vloggers to promote its products in a more “reliable” fashion. And research shows that 35% of moms trust online videos like the one below more than traditional ads.
Influencer marketing is also going to be affected by artificial intelligence. With each year, AI is making the process of finding the right influencers to partner with easier and faster. It’s helping identify those with better engagement, fewer fake followers, and a higher chance of generating a positive return on investment (ROI). In addition, artificial intelligence is transforming influencer marketing in the following ways:
- Determining influencer performance with NLP (Natural Language Processing)
- Image recognition with ANN (Artificial Neural Networks)
- Determining an influencer's influence
- Predicting incentives with ANN
- Elimination of fake engagements and spam bots
- Flagging posts that don’t follow disclosure guidelines
16. Content Marketing Continues to Dominate SEO
In November 2021, Google rolled out some major updates to its search algorithm. The updates included the new BERT system, which is designed to aid Google in its efforts to understand the natural language that people use in their search queries.
The advice from Google’s John Mueller is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”
In fact, content marketing is so important that 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource
Statistics from Content Marketing Institute are:
- Content marketing costs 62% less than outbound marketing and generates 3x as many leads.
- Content marketing has lower up-front costs and deeper long-term benefits than paid search.
- 615 million devices now use ad blockers, which mean your ads are not being seen by as many people.
- Small businesses with blogs generate 126% more leads than those without blogs.
- Content marketing rakes in conversion rates 6x higher than other methods.
Google continuing to value well-researched, regularly updated articles, many leading businesses will continue to invest heavily in content marketing throughout 2021-22.
17. Social Commerce & Shoppable Posts
In the world of digital marketing with the help of e-commerce and social media both growing at alarming rates, it’s no wonder brands are using it together to maximize opportunities for sales.
In March 2019, Instagram unveiled Instagram Checkout, which lets users complete their purchase from within Instagram. By now you've heard that Instagram is hiding likes, and with all the hassle, you'd think that the photo-sharing app was on the decay.
This marketing strategy of E-commerce brands hope this will reduce the risk that customers will abandon their purchase because they have to switch apps or sign in to an unknown store.
Social media is integral to digital marketing, and visual platforms like Instagram are gold for marketers. Better yet, visual commerce is taking off as more consumers are willing to buy products through ads they see in their daily feeds.
At present instagram reports that the platform has 1 billion users, and 90% of them already follow active shopping brands, with many visiting these profiles on a daily basis. So what better way to leverage this gigantic potential than by using shoppable posts?
E-commerce brands can create and post interactive ads that allow users to click and shop with ease. Instagram believes this will make it easier for businesses to reach prospective new customers, as it will effectively shorten the sales funnel, giving consumers the instant access they desire.
18. Omni channel Marketing
Omni channel marketing was one of the buzzwords of 2019. While the phrase may now seem a little worn out, the strategy is as ripe and relevant as ever in 2022.
Omni channel marketing is the process of marketing across multiple platforms (such as social media, apps, email and blog) so you can connect with prospects on more touch points. When you do Omni channel marketing, you can offer an enhanced user experience and united brand message that drives people to action into digital marketing.
To stay advanced, brands must present a seamless, consistent voice and message across all available mechanism, including physical storefronts, social media channels, online, in catalogs and anywhere else you can imagine. All channels should be linked in one all-encompassing strategy for the best results.
Statistics show that brands using three or more channels in an automation workflow can generate great results that are:
- Engagement rate: 18.96% on Omni channel vs. 5.4% on single-channel
- Purchase frequency: 250% higher on Omni channel vs. single-channel
- Average order value: 13% more per order on Omni channel vs. single-channel
- Customer retention rates: 90% higher for Omni channel vs. single-channel
Although it can be a challenge with ever-more sophisticated SaaS companies providing the tools to manage multiple channels more efficiently, it’s becoming easier to manage an Omni channel strategy.
Many users demand personalization and want to be able to browse a physical store, view products on social media, and purchase online. And if you’re not keeping up with their demands, simply someone else will get that business.
The another area where Artificial Intelligence and big data are playing a role by helping brands understand consumer behavior better and personalize at an individual level at scale. Getting inside the head of your ideal customer’s buying journey is the key to acting an effective Omni channel approach as a digital marketing strategy.
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