If we talk about audio content strategies, we are not saying nothing new. Before the coming of TV, radio was one of the principal mass media and with radio plays or soap operas, among other show formats, audiences remained captive. In an era of visual exhaustion, audio is becoming more important and it’s fundamental for brands to recognize its full potential in order to offer an even more integrated experience to their followers and customers.
It’s fundamental for a company to have the best talents to achieve its business goals, people who live and breathe the company’s culture and philosophy and who, after all, seek progress, both individually and for the business. The reality is that other companies are in search of those same talents and that’s why having a strong employer brand is a key business differential to seduce and attract the right people.
Loyalty matters more than numbers. There is a 60-70% chance of making a sale to existing customers, compared to a 5-20% chance of doing so with new customers. In a highly competitive world, brand loyalty is what really matters and what we must aim for with our marketing strategies. But how can we do it?
The digital age has brought to the marketing world new (and many) touch points between users and brands. In this complex network of devices/channels/media, two concepts come into play that’ll allow us to understand how marketing can meet users’ needs in the best possible way: multichannel and omnichannel.
Personalization is like the holy grail for marketers. The possibility of knowing the desires or needs of our target audience to make the ads or experiences as relevant as possible is the ideal goal for marketing… but what’s the limit? How far are we willing to go and how far are users willing to accept this type of ads or experiences?
It’s no news that landing pages are an essential part for any digital advertising strategy, but many times clients consider that they’re unnecessary because they already have a website or because they have no budget to develop one. Have you ever faced a similar situation?
For better or worse, digital has changed our lives. Shopping, watching TV series or traveling have been altered and during this process, we’ve become more intolerant beings. Attention span has evolved and brands must find the most appropriate ways to keep attracting users’ attention. Welcome to the age of digital anxiety.
Within the spectrum of virtual reality, augmented reality is increasingly predominant. Better (and more accessible) mobile devices have made this type of technology more available for common users. But as it usually happens, many of these technologies are frequently used for the mere fact of being there, and marketers/agencies often work without a strategy to guide their decisions, and, ultimately, making it impossible to measure the results.
Voice search is quite simple. Instead of typing a search, people use their voice. And that’s where the main difference lies. We don’t speak in the same way as we write. Many digital marketing strategies rely on visual elements and the changes in a user habits affect the marketing tactics that are being performed.
In digital marketing we currently talk about programmatic buying, social media marketing, viral videos, virtual reality, augmented reality, artificial intelligence, machine learning and how all these tools change our way of developing communication strategies. But there is an ingredient of the digital recipe that remains essential. E-mails are still a tool that can’t be excluded for different reasons and although they have evolved over time, they’re still a key factor to develop most of our advertising strategies successfully.
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