We translate customer expectations into a flexible and comprehensive marketing action plan.
Current trends in digital marketing
#1. Customer Experience
Today, ordinary customer service is not enough. Customer Experience is listening to customers every day wherever they have contact with us – by phone bahrain telephone number data in social media or at service points. Collecting feedback on an ongoing basis, researching what customers think about us, our offer and interaction with us is the basis for optimizing our marketing activities. It is worth starting improvements by defining the most popular customer paths. Many problems that users encounter in contact with us can be remedied by selecting appropriate digital solutions. Using Customer Experience brings significant improvement in feedback and, consequently, sales.
#2 Omnichannel
In a world where users can contact us in hundreds of different ways, integrating communication methods and channels is a must. Using special digital solutions, we can effectively manage numerous sales channels. We can record where a customer has had contact with us and what method of contact they have chosen so far, which allows us to better direct further communication and ensure a positive customer experience.
#3 Automation
Sales and service automation is a trend that is worth taking advantage of to streamline the work of the entire team. We can do this by using bots to handle a large number of leads or consider automating other internal processes.
#4 Marketplaces
Marketplaces have become an important part of our reality, and their popularity has not diminished over time. In 2021, marketplace startups raised $139 billion. NFT-related marketplaces are currently the fastest growing. The possibilities of using this trend depend on the industry in which we operate. Increasing sales and raising brand awareness among users are some of the benefits that marketplaces can bring us.
#5 Contextuality (especially in B2B)
Well-constructed content 4 common reasons why advertising agencies fail – and how to fix it! tailored to the context in which a potential customer will encounter it, brings many benefits and allows you to obtain high-quality leads. It is worth starting the optimization of your digital marketing strategy from this step.
#6 Formal restrictions: changes in cookie policy, Google Analytics, Facebook, AdBlock)
Soon, collecting information about guinea lists potential customers, transferring and using their data may be significantly limited. Cookies are soon to be replaced by Google with another technology. A higher court in Austria found that using Google Analytics violates the General Data Protection Regulation (GDPR), the Court of Justice of the EU blocked Privacy Shield – a mechanism used by Facebook to transfer data between the European Union and the USA. Significantly, the level of use of the AdBlock function in Poland on private computers is 87%. It is worth keeping these upcoming changes in mind when planning long-term marketing activities and preparing for the implementation of new, alternative tools.
#7 Data-driven performance marketing
Using data on ad effectiveness, user traffic and sales is undoubtedly the foundation of an effective digital marketing strategy. Proper collection, interpretation and use of data allows you to optimize your campaign, launch effective ads, better allocate your budget and reduce costs.
User behavior and expectations
According to the Global Digital Overview Report, 67.1% of the world’s population uses mobile phones, 62.5% of the population uses the Internet, and 58.4% reaches for social media (as of January 2022). And what is the growth dynamics of these values? The population has increased by 1% over the past year, and the number of social media users – by as much as 10%! Poles are more digitalized than the global average – almost 70% of the population in Poland uses social media. According to the Global Digital Overview report, in 2020, Poles spent an average of almost 7 hours a day on the Internet (some of this probably at work), about 2 hours on social media, and 3 hours watching TV (including on streaming platforms). It is worth mentioning that we spend 54% of our time on the Internet on mobile devices.
These numbers could suggest that when planning a digital marketing strategy, we should pay special attention to our communication in social media and start preparing creatives with projects for mobile devices. However, the analysis of the potential user’s path to purchase, which we present below, shows that this is a false lead. Social media do not play such an important role in making purchasing decisions. The same is true for mobile devices – decisions about “more serious” purchases or choosing services, such as insurance, are made using a computer.
How do consumers find out about the product?
For several years now, digital has been responsible for most of the touchpoints in building awareness on sales paths. The Internet is leading, but TV is not far behind, mainly due to streaming platforms.