Finally, the year 2021 has here. And, thus far, it doesn't seem to be much different from December 2020. To find out, we polled hundreds of digital marketers for their greatest marketing tactics from the previous year, and boy, did they come through.
This article looks at what marketing professionals believe are the most important marketing tactics as well as what we believe are the greatest marketing techniques you can use in 2021.
Content has always reigned supreme, and 2019 was no exception. Robin Barendsen, head of digital marketing at office space leasing firm WehaveAnyspace, used data from the Content Marketing Institute's 2019 trends report to claim that 77 percent of B2B marketers utilize content marketing.
“In reality, instructional materials are used by the vast majority of B2B content marketers to nurture leads and develop audience trust, which is extremely important for inbound marketing,” he said. "Consider informative blogs, white papers, or quizzes as examples."
We're probably preaching to the choir here, but, in general, businesses should produce content that is current, authoritative, and, most importantly, educates their target audience.
Marketers should customize every single communication in 2020, according to Peter Wilfahrt, managing director of digital firm Versandgigant. This will be accomplished by delving into data and studying demographics, affinity categories, and in-market groups, he says. I'll get to it in a minute. “Only a small number of companies use a customized message strategy,” he said. “And we are not referring to the practice of using your first name in your email welcome... thoroughly investigate your prospect's thoughts and feelings to determine their fears, wishes, and desires.”
Brock Murray, CEO of digital marketing firm seoplus+, believes that customers should be made to feel unique, but he believes that automation is the way to go since it enables marketers to design advertisements that dynamically alter depending on who is looking for the product or service. And, according to Murray, the findings indicate that customers want this level of personalization.
In addition, consumers demonstrated that they do not want to be inundated with information, especially if it is not relevant to them, as a result of the study, which Murray summarises. All of your content and markup should be succinct and readily understood to guarantee that your visitors get value from every encounter. Transparency and the protection of consumers' personal information should also be essential components of any digital marketing plan."
Frank Spear, a content marketer at the WordPress contest plugin RafflePress, stated that personalization helped him achieve results well above his expectations in his marketing approach in 2019.
We attempted to include customized content into almost every element of our approach, according to him. “Our opt-in advertisements vary depending on the information that consumers viewed before the popup was triggered,” says the company. The relatable marketing is intended to demonstrate to customers that we understand their problems and are eager to assist them. When our consumers sign up for our email marketing campaigns, we provide them the option of selecting the kind of material they would want to receive from us.”
According to Sam White, marketing manager at CBD site Soul CBD, effective personalization is the result of efforts such as behavioral segmentation, which involves dividing audience members into groups based on their actions, such as first-time purchases, abandoned carts, repeat purchases, and page views without conversion, among other things.
According to White, “Each behavior group may appear quite similar to each other demographically, yet behave in completely distinct ways.” To communicate to each group in a manner that is consistent with how they engage with the brand, behavioral segmentation is essential, according to Smith.
As Vivek Chugh, the CEO of the checklist app Listables, noted, data-driven segmentation has proven to be successful so far because it allows the company to tailor its messages and ensure that they are delivered to the right people. As a result, segmentation will continue to be a significant part of marketing in 2020, as well.
According to Natalia Wulfe, CMO of digital marketing firm Effective Spend, platforms such as Google and Facebook are gaining greater control over audience targeting while they concurrently move away from manual bidding capabilities, which she describes as "a good thing." Their algorithms, on the other hand, have grown more skilled at determining which ad pictures and text will result in the highest click-through and conversion rates.
As a result of these changes, she says, "we've seen creative emerge as a significant performance driver, with equal weight given to other important factors such as placement choices and audience targeting."
The outcome was that Effective Spend redesigned its creative design process to include a data-first approach.
“We look at the performance indicators of current creative, determine where there are gaps, and then create new creative that has a direct effect on the metrics that are underperforming,” she said.
The original research was one of the most effective marketing tactics used in the year 2010.
“This approach was successful because we came up with something different,” he said. “New data drew connections, and it was attractively displayed, prompting people to share it on social media,” the authors write. Coding Sans intends to produce at least three additional studies based on original research in the year 2020, according to the company. Using proprietary data to produce long-form material with visuals, according to Matthew Zajechowski, outreach team lead at digital marketing firm Digital Third Coast has proven to be a successful 2019 approach, resulting in backlinks from thousands of high-authority sites.
According to him, “Publishers are looking for fresh story angles to cover on a topic, even though they have covered it a billion times in the past.” Because we have private data, we can take a different perspective, and by presenting it in a visual format, we make it simple for them to share. To sell it to them as fresh research or a study, we seek for authors and magazines that cover the topic in question.”
Cyrus Yung, the co-founder of SEO firm Ascelade, said that upgrading old material is a technique that has worked effectively for his company since Google has a freshness ranking factor and because most websites ultimately experience content decay.
According to him, the company has old articles that have previously scored highly and have garnered backlinks, but the search traffic for that specific item is on the decline. In an interview with Authority Hacker, Mark Webster, co-founder of the online marketing education business, said that 2019 was the year in which Authority Hacker concentrated on this technique of updating existing material rather than just churning out new, high-quality content.