Online marketing can significantly reduce the cost of promoting a product and at the same time get closer to the consumer. But there is one catch: since electronic media is rapidly evolving, the winner is the one who adapts first. Those who do not have time to join the trend in time will find themselves on a crowded platform, whose users are already blind to marketing. Today I will talk about how to most effectively use modern technologies for online brand promotion.
I'll start with clarifications. The marketing tools I'll be looking at in this post work differently for different industries. For example, augmented and virtual reality technologies will be most useful for fashion brands, while live broadcasts on LinkedIn are more suitable for B2B campaigns. TikTok is great for the entertainment and B2C industries. SEO is effective for any business and you can reach for the Portland digital agency to help you.
In short, when applying a particular technology, it is important to take into account the specifics of your business and industry. This is the only way to achieve maximum results.
According to Google, in 2017, 20% of requests on mobile devices were carried out using a voice assistant. This figure was projected to rise to 50% by 2020. An NPR poll in late 2019 found that the number of smart speaker users grew 135% in two years.
“Optimizing programs for processing text queries is different from optimizing programs that work with voice. People talk to voice assistants the way they would talk to a living person. Consequently, they are more inclined to use colloquial intonation and extended sentences, ”- Dmitry Trepolsky, head of the online PR agency PRonline.
At the end of 2019, Google updated its search algorithm and integrated the natural language processing neural network BERT. The goal of these updates is to move from keyword searches to handling more "conversational" queries. After all, often instead of looking for "the best places to shop", people ask: "Where are the best dresses sold in Moscow?" Users tend to include their location in voice queries, so adding location to your keyword list will help increase your product's visibility. In general, the more accurate a product description you provide, the more likely it is to catch the eye of consumers using voice search.
Some time ago, search engines began to display blocks with quick responses on the page with the query results, in which the most relevant information, according to the algorithm, is displayed. It is this information that voice assistants like to read when users ask them questions.
“The blocks with quick responses showcase key information from materials from the top search results. The most effective way to use this tool will help h-tags embedded in a web page. They will help the search engine to highlight key information (for example, product data) and supplement it with a relevant, attention-grabbing image, ”- Dmitry Trepolsky, head of the online PR agency PRonline.
A study by Ahrefs has shown that if the search does not display a block with quick replies, 26% of clicks are on the first link. However, if a block with quick replies appears, 8.6% of clicks "go" to it.
It is important to remember that blocks with quick responses have their drawbacks. Since search engines display answers to questions on top of search results, this can result in users not following the link at all. Therefore, it is important to interest the audience, to attract it to a more detailed search on the site. This can be done using keywords in the main message.
When you search on Google, YouTube videos are displayed next to the quick replies in the search results. If you are not promoting your products on YouTube, it is still worth shooting a video if only to get into the top results. It is not at all necessary to set the goal of building an audience on the platform - the main thing is that your videos are displayed on the page.
“First, try to find keywords that are not used by competitors, but your audience is interested. Use them in the title and description of the video. Also, the presence of closed captions does not hurt. They will not only help part of the population to better perceive the content, but also allow filling the video with keywords. And the more keywords you use, the more likely it is that the algorithm will choose your content as the most relevant, ”- Dmitry Trepolsky, head of the online PR agency PRonline.
TikTok is a new trending platform that is rapidly gaining popularity about growing. Today, its audience consists mainly of young people under the age of 25 who do not have high purchasing power. And yet, TikTok has undeniable advantages. It's important for brands to remember that TikTok is, first and foremost, something fun and easy. The platform provides an opportunity to show the creative, less serious side of the business. In addition, this is a great opportunity to establish closer, informal relationships with the audience. Using TikTok is most beneficial for B2C marketing, especially for food, fashion and apparel brands. That being said, there are some of the most beneficial ways to use the platform.
One way to use TikTok for marketing purposes is to run the #HashtagChallenge. For example, a brand uploads a video and invites the audience to shoot and upload their own version, passing the challenge to three of their friends. The user with the most hearts for the video gets a free product from the brand. According to the PureVPN team, one such challenge resulted in a 44% increase in brand inquiries and nearly 25% audience engagement.
Here's one of the possible formats for working with influencers on TikTok. The influencer encourages users to try a certain product and then leave a comment under the original post. After that, you can randomly select the user who will win the face-to-face meeting with the influencer. If you believe PureVPN's experience, such activity can increase the number of searches by brand by 50%.
Mobile marketing agency Udonis spent $ 40,000 on TikTok ads in 6 months. This amount generated 200 million views and over 2 million clicks, which resulted in 400,000 purchases. TikTok users may be young enough now, but brands that already form relationships with them gain loyal audiences in the long run. One of the main goals of using TikTok should be to increase brand awareness.
In 2020, there are two Instagram features worth paying special attention to: advertising in stories and private messages. Nomad Paradise ran a private messaging campaign with a 42% response rate. This is because private messaging offers a more personalized experience that cannot be achieved equally through ads or account posts. As for advertising in stories, this feature became available back in March 2017, but its price is still very low: the minimum cost per click starts at 10 rubles. But it is important to remember that 60% of users watch stories with sound, so it is advisable to use a short 15-second video in your ad. “This is one of those times when the direction of the business strongly influences your choice of marketing tools. As practice shows, products that fit into the format of tutorials, call to action or look good in videos are more “clickable” than products that do not imply movement. Products for beauty and health look best in advertising in stories, especially if they imply opportunities for storytelling, ”- Dmitry Trepolsky, head of the online PR agency PRonline.
The number of social media users who prefer video content is growing, and brands in the meantime are faced with ad blocking and canceled paid subscriptions. Live broadcasts allow, on the one hand, to attract an audience, and on the other, to overcome the difficulties that arise. Platforms such as YouTube, Facebook, Twitter, Twitch, LinkedIn, Instagram and VKontakte support this feature.
Live broadcasts significantly increase the level of interaction with the audience: 82% of users prefer this format to regular posts in their account. By giving the brand a chance to respond to questions and comments in real time, users have a sense of a personal conversation. Thus, it becomes possible to build trusting relationships with subscribers and, as a result, acquire a loyal audience.
By far the most famous platforms that use augmented reality are Snapchat and Instagram. Many people don't realize it, but millions of people use AR technology every day. Unfortunately, it would be very difficult for brands to persuade the audience to download the next application, so it is much more reasonable to use already popular platforms, for example, Snapchat or Instagram. Virtual reality is often used in the retail and beauty industry to show customers how a particular product will look on them. Brands offering home decor products give audiences a chance to see
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