How Push Notifications Can Help Your Brand

Picture this: it’s been a long day, and you’re going through your notification bar, mostly deleting unwanted & annoying alerts that have done nothing except pester you the whole day. As you swipe them away, a singular notification catches your eye. It’s smart, witty and gets to the point in less than 15 words. You think about it for a second before opening the notification and checking it out, and voila! You got yourself a conversion. Now that’s what a good push notification can do for your brand.

They may seem inconsequential at first, but push notifications are one of the top techniques for increasing conversions, boosting engagements and retaining your customers. Let’s find out how.

Know Your Target Audience

A basic yet crucial step before embarking on witty one-liners for your notifications, identifying your customer base goes a long way in tapping into exactly the kind of market you’d want to supply to. This is called target audience segmentation. A good idea to tailor your content according to your audience is to use a good, trustworthy & efficient customer data platform, along with a product analytics tool. This combination will give you precise, accurate numbers that allow you to have an in-depth insight into what your audience is talking about. You can then customize your notifications based on a variety of factors such as the audience’s web history, e-commerce purchases, engagement with other channels, etc.

Metrics, Metrics, Metrics

Before you get to work, take a step back and consider the how and why of your campaign. Why is your campaign needed? What value is it going to add to your customer’s lifestyle? How will you track or measure the success of your campaign? What are the key metrics involving a successful campaign? Questions like these will help you have a clear goal in mind for your notifications, thus making them to-the-point and hitting that sweet spot. Defining your metrics, such as app opens, purchases, logins, conversions, clicks, etc. will help you narrow down on a call-to-action (or CTA) that determines what’s best for the overall performance of your campaign. 

Find Your Frequency

No one likes constant notifications, that’s why we have an option to turn them off. How to ensure campaign impact without bombarding your customer? Frequency caps! Set a frequency limit for how many notifications, alerts & emails your campaign sends to the user. For example, you can set a cap of 2 emails and 3 push alerts to be sent to a customer within a week’s time. This way, you retain your customer’s attention while sporadically providing necessary updates.

Make An Exception

Create exception events that ensure a push notification is sent only if the customer hasn’t completed an action in a determined amount of time. For example, if a customer has added something to cart but hasn’t made a purchase even after 4 hours, the exception event will trigger a push notification reminding said customer to complete the purchase. However, if the customer ends up completing it before the 4 hour window, the push notification won’t be issued. This prevents your brand from possibly over-notifying and annoying your customers.

So far, we’ve looked at all things your brand can do for a successful push campaign. But of course, as with anything in the world of marketing, there’s always a couple of things you don’t do.

Here’s what to avoid:

Don’t Lose Touch With Current News

As a brand, it’s absolutely pivotal for you to stay up-to-date with everything around the world that’s relevant to you and your customer. Regular assessment and reviewing of your campaigns can help you point out any gaps in your communication that keep you from staying relevant and well-versed. This is especially relevant given the current global crises, and delivering messaging that doesn’t focus on something so ubiquitous would seem tone-deaf and insensitive.

Don’t Underestimate Quality

Again, basic but impactful: set a strict guideline to be followed for quality checks. Most companies have a specialized QC team that ensures each campaign is thoroughly reviewed prior to its launch. This prevents any possible malfunctions and keeps potential foot-in-mouth moments at bay. Who doesn’t need that?

Don’t Ignore the Operating System

Stay updated with any changes from Android, Apple or your OSs in order to manage and finetune your campaigns accordingly. Working in tandem with your OS will ensure maximum engagement and campaign success.

So, there you have it: a quick lowdown on how push notifications can be your brand’s best friend. As more and more brands turn to the digital world to increase profits and maintain their customer engagement, mobile users will now not only be impressed with your brand’s quick adaptability, but will also look forward to purchasing from you.

Stay Ahead of the Curve: 5 Latest Trends in Digital Marketing

As the world of consumers goes digital, it’s more important than ever that businesses stay on top of the latest trends in digital marketing.

The online world is consistently shifting and adapting, and 2020 is no different. This year has several new digital marketing trends that are changing the way brands and customers interact.

Your business should be using these trends to stay ahead of the competition.

Read on to learn about the 5 most important trends in 2020.

 

1. The Move Towards Micro-Influencers

The use of social influencers to spread brand awareness and promote products is hardly new. What is, however, is the trend towards micro-influencers.

Micro-influencers are influencers with 1,000 to 100,000 followers – significantly less than the more popular influencers. The issue is that influencers with large numbers of followers are beginning to charge more.

Micro-influencers are breaking their way into digital marketing by being cost-effective and offering more niche audiences. Studies show that they even have a 60% higher engagement rate with their followers than traditional influencers.

 

2. Service Through Social

Long gone are the days where businesses had to stress over which link they shared in their Instagram bio. Platform updates now allow companies to offer their services straight through social media apps.

Both Instagram and Facebook offer online stores for business profiles, allowing businesses to post promotional product images that consumers can buy through. Fewer steps equal greater conversions.

Businesses have also started to provide customer service through their social media DMs. If you’re not offering fast answers this way, your leads are going to move on.

 

3. The Growth of Chatbots

AI technology continues to make groundbreaking advancements. One of the latest trends in digital marketing is the growing use of chatbots through AI.

As chatbots get better at reading sentiment and learning company systems, they’re able to provide excellent customer service. As such, using chatbots in your digital marketing strategy means saving money on human resources.

Meanwhile, customers enjoy receiving immediate answers 24 hours a day. People even prefer texting chatbots to calling.

 

4. No More Waiting: Video is King

No list of new trends in digital marketing for 2020 could leave out the importance of video. It’s been a slow climb, but video content is officially essential to successful growth marketing.

It’s more interactive, entertaining, and captures more of the viewer’s attention. Studies even show that 70% of people have shared a brand video at some point.

It’s no wonder that TikTok is taking over.

 

5. Goodbye, Facebook?

One of the more surprising emerging trends in digital marketing is that Facebook is on the decline. Younger generations have been slowly abandoning the platform for more visual ones like Instagram and TikTok for years.

Nowadays, approximately 41% of Facebook users are seniors. This means that unless your target market is 65+, Facebook is no longer the place to be.

 

Keep Up With the Latest Trends in Digital Marketing

Staying up-to-date with the latest trends in digital marketing is important to the success of any business. Stay in the middle ages,  and you’ll be left behind.

For the year 2020, there are 5 online marketing trends that are dominating the market. We suggest that you take them into consideration when developing your marketing strategies.

If you need help putting together an updated promotional strategy, take advantage of our consulting services.

Instagram for Business: Top 5 Ways to champion this digital platform

 


Instagram has swept off the world of online marketing with impressive results in terms of building customers and relationships. Have you caught the wave yet?

 

          Instagram has come a long way from just being a mobile photo-sharing app to getting established as a critical marketing machine. With over 400 million active users currently on this social networking service, businesses can choose to ignore the potential of this platform at their own peril. Be it any kind of business, it has shown its worth consistently and thereby not just restricted to restaurants, travel companies or retailers.

 

Do you know the value of being on this platform?

 

            As per a study by the Forrester group, Instagram’s popularity is such that it has surpassed Facebook and Twitter in engaging with target users/followers. It is most useful gateway to next generation customers who are not just buying product/service but are also looking at the whole experience of dealing with your brand.

 

“Instagram is the single most important destination to build visual identity of your brand”

 

          Don’t mistake it for a tool suited to the youth-centric fun brands. It’s ability to win over routine and tedious brands like G.E and Ford is equally strong. The spectrum of Instagram covers all diverse sections in terms of age, gender, and ethnicity.

 

        Instagram users are essentially latent customers and shoppers. The medium rules out hard selling and does subtle yet powerful marketing of your offerings.

 

Marketing Matters: Top 5 Ways to digitize your business on Instagram

 

       The concept of digital identity has gained momentum and online social interactions with customers have become irreplaceable. Instagram lets you do all of this if used smartly and correctly.

 

While getting the basics right isn’t difficult, a special emphasis on mastering the following best practices will take your marketing game to all new level.

 

1)  Explore Trending Hashtags for your Business

 

 

Instagram is all about the reach. If you are not getting noticed, it is probably because you are missing the #Hashtags. Tagging top and relevant people, places, concepts, names etc. can be a great promotion tool to expand your audience span.

 

If your brand uses specific Hashtags on Facebook, Twitter or Google+, include them on instagram too. Run contests with #Hashtags that encourage storytelling and involves larger community. This turns a casual follower into devoted customer. It makes your business easily accessible.

 

Caution: Include no more than 5 Hashtags to prevent coming off as “Salesy”

 

2)  Ensure Consistency of your Presence

 

 

By this it means “Consistency of Purpose”. Your brand strategy should be always kept into perspective before posting anything on your business page. There are different reasons to be on Instagram – Popularize business, create awareness or sell products/services. Identify your goal and streamline your posts accordingly to deliver consistent message.

 

Also, your brand personality on Instagram should be consistent with your business profile on other social networks. It makes you quick to identify and gain spin off followers from other sites like Facebook and Twitter.

 

Quick Tip: Announce your debut or presence on Instagram with fun posts/promotions/contests on other social platforms as well as by adding Instagram social button on your website

 

3)  Focus on Quality and Creativity of Photos/Videos

 

 

Visual content is in demand more than ever before. However, this is not applicable to any random lackluster pictures. Your posts should have a personalized yet professional touch to standout from the crowd. Whether the pictures are of products, brand personality or customers, they should tell a story that is cohesive and appealing to your target audience.

 

Consider these while posting photos/videos on Instagram:

 

  • Use third party photo apps to edit your photos and share only high quality images. Also, size your photos for professional quality
  • Promote your products with creative, lifestyle photos that reflect your brand’s culture. At some moments, keep the pictures authentic, immediate and no-filter
  • Once in a while share positive quotes and inspirational photos related to your brand
  • Videos can generate a huge share of inbound links than written posts. Make most of this by applying unique filters, showcasing employees at work, celebrations, important achievements and brand moments

 

Quick Tip: Use videos to mark your profile debut or for introducing new events, products and services

 

4) Stick to a Balanced Posting Plan

 

 

A picture is worth a thousand words. Your business account need not be overbearing with posts uploaded every hour. Quantity has not much standing on Instagram and in fact too many of them can affect your credibility to be taken seriously.

 

Avoid saturating or annoying your followers by working out a balanced and flexible posting plan that allows you to post when you really have something interesting to share. It should spike the recall value of your brand.

 

Quick Tip: The “feed-speed” of Instagram being at relaxed pace; one post per day seems to be perfectly okay to grab attention. Identify the time of the day when your posts get maximum action in the form of likes/ comments/ followers

 

5) Network and Engage on Instagram

 

 

One way to grow your business the Instagram way is by engaging others on the network. This is achieved by:

  • Following others, liking and commenting on their photos (especially the influencers in your industry, clients and engaging users)
  • Following your followers back
  • Follow your already established followers from other social media platforms
  • Reward followers with special privileges, exclusive announcements, promo codes and discounts
  • Find brands and hashtags relevant to your business and follow them
  • Encourage your followers to be your brand ambassadors by sharing photos and reviews

 

Caution: Don’t overlook the obvious. Never leave conversations with followers one-sided. Thank followers for tags, be proactive in responding to comments and alert in managing notifications.

 

 Instagram in their own words is a passionate community that helps people visualize business in different and inspiring light. Your business can take the center stage and benefit from it too basis how quickly you adapt and ace this exciting online community.

 

Ready to roll the ball of online marketing? Flynaut has been successfully helping clients to manage their digital presence with progressive strategies and tools. Know more from our experts by writing to us @flynaut

 

Anatomy of a good E Commerce Website

Shopping today isn’t like it was a decade ago, where it would be an obsession majorly among women, and more of an outdoor activity. People would dress up and head out for some shopping at the stores and malls. The onset of the internet and the rise of E-commerce changed that forever.

 

                 Today, people enjoy the luxury of sitting wherever they want to and ordering what they please, right from kitchenware, to accessories, clothes, shoes, the works! But what is it that makes one Ecommerce website successful while the others don’t really do the trick? Before we answer that, let’s take a look at a few top Ecommerce websites in the world today –

 

 

1st place: Amazon

 

2nd place: Alibaba

 

3rd place: Walmart

 

4th place: Otto

 

5th place: JD

 

6th place: Priceline

 

7th place: eBay

 

8th place: Rakuten

 

9th place: Zalando

 

10th place: GroupOn

 

 

       Not surprisingly, probably the biggest name in e-commerce retail today – Amazon- leads the race in the e-commerce field and rightly so, owing to a variety of factors ranging from the user friendly interface, the variety of products available, the customer response rate and the existing customer loyalists. But let’s take a more in depth look at what makes these top sites click and what a successful e-commerce site comprises of.

 

            1.The site should focus on making a sale – Your e-commerce site could be the best looking website in the world, or have the coolest design but it won’t account for anything if there isn’t a BUY button next to the products and the buying process isn’t as simple as possible. It’s a very simple detail, but it can make a world of difference to your site’s performance and your sales.

 

          2.Entice the consumer – A large number of audiences surfing online retail websites don’t really know what they want. They’re just there to hang around or because they have nothing better to do. This is the market you want to be targeting, this is where the largest scope lies. To do this, the best way is to display your products using clear grids or categories where the products can be distinctly viewed and make an impact on the browsing consumer. Special deals and new arrivals are also good ways of grabbing their attention.

 

         3. Earn the trust of your website visitors – Today’s consumers are extremely smart and don’t spend their money mindlessly. They do their fair share of research in terms of finding the best price, product specifications, delivery etc. As an e-commerce website, the best way to earn their trust is by giving the links to all these questions that they may come across, on your home page itself – Shipping details, FAQ’s, Reviews of previous customers, Links to deals and discounts, payment methods etc. All of this is going to make the life of your support staff much easier, and reduce the number of pre-sales queries.

 

         4. Deals, Freebies and Free shipping – In today’s highly competitive Ecommerce Market, one cannot survive without having top discounts, offers, deals and freebies to entice the consumer to pick them and keep coming back to their website. Websites and businessmen should focus on economies of scale so that they can enjoy the benefits of large quantities and offer top deals to their consumers without going in a loss.

 

         5. Subtlety – The design should not overpower the product. That should be the key principle for any Ecommerce website. The people aren’t going to the page to buy your website, but to pick and add particular products to their cart. If they can’t see these products properly, then the question of buying them doesn’t arise at all. Keep it subtle, keep it simple.

 

       6. Product Placement – Product placement plays an absolutely key role in the success or failure of an Ecommerce website. The most popular products have to be showcased up front for the viewer to see and browse through, and then the rest can follow. Ultimately they’re your show stoppers, and if the viewer gives them a miss then it’s a lost opportunity for a sale that could’ve made your site that much more profit. Another important element of product placement is promoting similar products. The algorithm should be such that similar products pop up while the viewer is scrolling, based on his previous searches to make him look and try and get his attention, and ultimately a sale.

 

These few basic characteristics are roughly what separate a good site from a bad site, or even a good site from a great side – Depending on how well they’re implemented. Want to get an e-commerce website made for your brand? Connect with a specialist at Flynaut right away!

 

How to Get Your App Found, Downloaded, and Reviewed

You’ve done the hard work, you’ve struggled and got your dream up and running, and now it’s time for you to earn your reward. You’ve finally developed the app and got it out on the App store, fulfilling an entrepreneurial dream. But is that the end of the journey? Not really, because the difficult bit starts here. How do you make sure people find it, and download it? Don’t be intimidated by the challenges, we’re here to take care of you.

To actually benefit from your app and make sure that it gets that shot at becoming a huge success, you need to ensure 3 major things –

  • It needs to be FOUND by the users.
  • It needs to be DOWNLOADED by them and seen as a solution to their pain points.
  • It needs to be REVIEWED by them so that you get much-needed feedback on how to better your app.

First up, you need to make sure that your app is found by users. For this, the first step is ASO – App Store Optimization. To give you a quick overview on what ASO is – it is like Search Engine Optimization, but on the app store. You need to use keywords and phrases to get the app found on the store. But the part that makes this process so much tougher is that Google and Apple don’t disclose their store algorithms to anyone, so the developers really need to dan o their homework to make sure that when your user searches for a term or phrase that resonates with you, they come across your app. We have a team that does this for you, so you need not fret about this too much.

Next thing you need to think about is the icon of the app and the colors used. In simple reasoning, the logic here is that when someone sees a unique icon or encounters colors that stand out as compared to the rest, they’re more likely to take no,tice of the app. It should also be relevant. That’s why food apps with some food element in the logo or dating apps in red seem to do so well.

Now, you need to take the next step after getting your apps found by the users. You need to get people to actually download your app. How are you going to do this? One very simple advice that you should keep in mind is that people don’t buy an app, they buy an experience. So rather than hard selling your product, sell a story to the consumer. You should start building online presence as a brand – focus more on marketing and branding on online platforms, relevant websites, social media and try and engage the consumers so that they want to know more about your product.

For this you need a few basic elements to get them to work together, you need a unique and specific landing page for your app that has product details, offers, banners etc. You can also have a separate dedicated ‘blog’ page on your website for value-added content that is beneficial to the user and builds brand loyalty or at least brand preference. For social media it would be ideal to hire professional marketers that devise a separate social media strategy for each platform and is customized in terms of content format. Once again, we’re here to take care of that!

Another key thing you want to be doing at the start of your journey is to make the App FREE at launch. What this does is that it automatically puts you in the good books of the consumer. Don’t aim to start earning money immediately after launch, rather focusing on cementing your place in the competitive market and then taking it to the next step of the money model should be your strategy.

Now comes the third and one of the most important steps – get people to Review your app. For this, one simple and widely used practice is to incentivize reviews. You should add discount coupons or some sort of positive reinforcement to the public users for taking the trouble of reviewing your app.

Another important thing you can do is to find out whose opinion holds weight in the market and go after those people or influencers or publicists and get them to review your app. It serves as a boon to your marketing and gives your app that much more credibility. Influencer marketing is indeed important!

Practice these, build on your basics, keep it simple and you should have a winner at your hands! We’re here to help you take your dreams to the next level. For all expert help in mobile app development, please feel free to reach out to us.

Game changing Digital Marketing Trends in 2018

If you look at the market trends over the last few years, especially the last 10-15 years, you’ll realize the growing impact that digital platforms have had on the market. If you consider advertising or marketing for example, you’ll see that from a conventional mainline or traditional approach there has been a 90% shift to digital, with only 10% concentration on offline activations. There has been a phenomenal growth in paid search, organic search, Social media marketing, and off late-mobile and video marketing.

 

When it comes to the most popular devices used, mobile phones and smartphones are leading the pack, followed by laptops and desktops.  From the last year to this year, trends haven’t really changed completely, but they have definitely evolved. Content marketing, Video marketing, Big Data are not new names, but these have continued to grow in importance over the last year to such an extent that they definitely make the list for Top Digital Marketing trends to watch out for in the coming year.

Here are the trends that a digital marketer will see this year.

  1. Personalizing the customer’s user journey – There’s nothing that works better than personalizing and making the user feel more involved and connected to the brand/product by means of customization and personalization. Websites have used this tool well, especially in the field of ecommerce, travel and finance. If a website or app is on our mind, you need to take this point extremely seriously. Customers are not interested in your promotional methods if they do not find a personal connect to the services or products being offered.
  2. Integrating Social Messaging Apps into their communication – Whatsapp and Facebook Messenger are the most widely used messaging apps today, by young and old alike. Brands and products are looking to tap more and more into these channels and inculcate their messaging to be routed through these platforms to create a desirable impact on the consumers’ minds. Imagine being able to share a product you like, on WhatsApp. Easy and convenient, isn’t it? A social messaging app icon has been an addition to the social sharing buttons on many leading websites.
  3. VIDEO Marketing – Video is the next big thing in the marketing world, and the most catchy content format today. Vox pop videos, quirky relatable videos and interesting trivia videos  seem to be making the rounds nowadays and have extremely high share-ability among today’s youth. There was a time that YouTube was the second biggest search engine, but it’s come to a time now when it has overtaken Google as the biggest search engine out there. That goes to show the progress that video has made in terms of making an impact on Digital Marketing, creating a niche for itself in terms of customized content and style of content.
  4. Focusing more on Search Marketing – What this basically means is integrating search engine marketing into your content marketing strategy.  Using Adwords and key word optimization goes a long way in helping you target your audiences correctly so that the desired message reaches the correct person at the correct time.
  5. Micro Influencers – Among all the technicalities and the jargon of the big processes, people are forgetting the main penetrative strategy that has been working so very well for businesses on social media, especially fashion and beauty brands. These Micro influencers basically act as the voice of the brand, without being direct brand advocates. They vouch for the quality of the product they endorse and influence a huge fan base to think favorably towards the product in question.
  6. Shifting the focus from one generation to another – A lot of our attention of late has been on the Millennials and how to grab their attention. But now the time has come to focus on the younger generations as well, to profit from the efforts in the decades to come. Generation Z as we know it, or the post millennials/ iGeneration or the homeland generation comprises of people born in the late 1990s and 2000’s. The oldest people in this generation are just about in their 20s. 2018 is the year to begin the shift of focus from Millennials to Generation z. Not completely, but the process needs to begin.
  7. Consumer Personalization – The best way to increase sales and engagement with the audience is to personalize your communication and send them personalized content. Chatbots do a great job as well as e-mailers with customized information in terms of name, date, data etc. Imagine you’re insured with a company that sends out information that is relevant to you as well as policy and countdown mailers with your name, and premium amount mentioned each time. Makes you feel important doesn’t it? This kind of information sharing goes a long way in terms of adding to the bond between the consumer and the business.

Now that you have all this information in store, let’s get to the next step- building and marketing your product. Have an idea in mind? Let’s discuss! Connect with a specialist at Flynaut right away! Toll free number (833-FLYNAUT)


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The Definitive Guide to Mapping out Your Ideal Buyer’s Journey

Before going into the details of finding a ‘Definitive Guide to mapping out your ideal Buyer’s Journey’, let us first understand what is this map that we’re referring to.

A Customer’s buying journey map is basically a story that tells us everything right from the initial contact, to engaging with the seller, to forging a long lasting relationship. It could either focus on a particular part of the buying journey or give an entire overview of the journey. Keeping all technicalities aside, it would be safe to say that the goal of all customer journey maps is the same – To teach the buyers more about their customers.

 

When we talk about a guide to mapping their journey or discuss the ‘How to’ part of the process, let’s first identify what we’re trying to do here. This buyer’s journey that we speak of is the “guidebook” of your website that leads customers through their journey right up until the point of purchase. The journey map or guidebook needs to be such that your website should guide customers on what content to consume first, where to go, what to see and ultimately, what to buy. Simply put, the website must be “user friendly.”

While mapping out your customers journey, it’s best to break it down into 3 key phases –

  • Awareness stage: This is the most nascent stage in the journey, where the customer just about identifies that he has a need and that must be satisfied. At this point, the customer doesn’t care about your offerings or your product. He simply has a problem that he needs a solution to and this is the stage at which the website should look to address the pain points of the customer. For this stage, e-books, informative blogs and articles work best.
  • Consideration stage: This is the point at which the customer now ‘considers’ your product. The customer has done his or her research on the pain points and decided that your company might just have the answer to their problem (It is said that an average customer consumes around 11 pieces of content about a product before purchasing it.) This is the stage where you make your move and impact the minds of your customers. At this point showing them tutorials, customer reviews, testimonials and product videos would work best and help them settle on your product as the solution to their problems.
  • Decision Stage: This is the last and final stage of the process, where the customer arrives at the conclusion of purchasing your product after considering the various factors in play – customer service, price, delivery time etc. This is where you should be talking about your company the most. Free trials and demos, calls, face-to-face interactions work wonders here in sealing the deal. The meeting or the call is the key and can make or break the deal. For this, an ideal model to follow would be the B.A.N.T. model for your call.

B – Budget of the consumer

A – Authority. Who is really the one in charge and ultimately going to buy the product

N – Need for the product. What kind is it, how urgent is it?

T – Timeline. When do they need it and by when can you deliver?

Now the last step that you need to do is determine the Cost of Inaction. What this means is that you need to figure out what’s worse for the customer – Buying that particular product at slightly unfavourable terms…or not buying the product at all. If the cost of inaction is greater than the cost of buying, then it’s an ideal situation for the seller who can then negotiate with the buyer and ultimately seal a deal.

If you follow this simple framework, and keep a level headed approach to mapping your buyers journey then you realise that it positively affects the sales volume of your product and impacts it positively. Remember to break down the journey and analyse each part!

See, things really aren’t that difficult once you know how to navigate your way through the problems. Handing over a job to experts of course helps you take your dream to the next level. Don’t think that an idea you have is too far-fetched. If you want to get that website rolling, you absolutely must! We’re here to help you out in every step to make sure WE build YOUR dream together.

Connect with a specialist at Flynaut right away! Toll free number (833-FLYNAUT)

17 Digital and Content Marketing Trends for 2017

As we surge full steam ahead into 2017, one thing is for sure – the number of businesses untouched by the power of content marketing will shrink exponentially this year. According to a prediction by GroupM, the total spends on marketing services will notch US$1 trillion in 2017 – a first for this industry. Read along to see which trends will top the digital and content marketing charts this year

 

1.Virtual reality: Deloitte Global states that virtual reality and augmented reality will rake in US$ 1 billion by way of profit by 2020. Recent moves by companies such as Google, Dell, and Qualcomm reveal that they are looking as virtual reality as a here-to-stay trend. That’s great news for marketers in particular. From packaging to consumer products to media to entertainment to healthcare, virtual and augmented reality are expected create real value in 2017.

 

2.Marketing automation and artificial intelligence: Marketing technology and marketing AI is upstaging advertising technology. That shouldn’t come as a surprise as companies such as IBM, Adobe, and Oracle have spent millions on acquiring marketing automation capabilities across social media, predictive analytics, personalization, and email. The thrust on personalization is unmistakable as digital marketers try to understand user behaviour and use artificial intelligence to tap into the slightest open opportunity.

 

3.Cross-device marketing: As the virtual and real world combine to become one, marketers will be using more cross-device marketing tools such as beacon notifications, site-to-store, and apps.2017 is most likely to be the turning point for the cross-device marketing as TV could enter this league. Measurements and metrics for cross-device marketing have only now begun to emerge on the market. Google has found previously that search ad conversion rates spike by 14% for travel companies when cross-device was evaluated.

 

4.Shift away from short form video content: Marketers have thus far safely stuck to short form video content because driven by the belief that viewers want bite-sized nuggets of information. But long form video content, a format regarded as being too smart for the average internet user, is expected to gain more traction. Facebook, for instance, is expected to start placing greater weight on 90-second-or-longer videos in its news feed as it introduces video mid-roll.

 

5.Fake news will get pushed off the cliff: For content marketers and producers, fact-checking is set to become more important. The Journalism, Media, and Technology report published by the Reuters Institute of Journalism shows that “fact-checking” services will enter the arena more prominently in 2017. Facebook’s Mark Zuckerberg has said that it amounts to less than 1% of all the content on peoples’ timeline, but the sentiment of distrust that fake news is stirring among internet users is peaking. This is likely to make way for better machine learning and picture recognition.

 

6.Influencer marketing: According to an eMarketer report that came out in 2016, 81% of marketers said influencer marketing has proven favourable in furthering their overall marketing goals. One trend that’s shaping up clearly is that brands will look at larger groups of less influential social media users than just a small bunch of hugely popular influencers.

 

7.Ad blockers will hit their stride: In 2017, native advertising is most likely going to be the name of the game. Mary Meeker’s Internet Trends report shows that consumers are seriously annoyed by online advertisements that intrude their browsing experience. Preroll ads, it turns out, annoy more than 60% of internet users. And, wait for this, a staggering 92% of internet users said they would consider installing an ad blocker.

 

8.Visual storytelling sets in: The Visual teaching Alliance states that the human mind processes visual information 60,000 quicker than information presented in the form of text. With the evolution of augmented reality and the Internet of Things, visual storytelling is expected to go the way of converged media.

 

9.Online reputation management (ORM) will gather steam: As user generated content such as reviews, likes, and comments continue to influence a brand’s standing, ORM specialists will be the stars of the show. There’s a strong likelihood that ORM could well spawn a brand new sub-vertical within digital marketing because it would entail sifting through massive data to monitor metrics such as positive reviews, consumer sentiment, negative reviews, repeat visitors to a website, user-generated content, and so forth.

 

10.Programmatic ads: In 2017, programmatic ads will likely be used to scale by even small and mid-sized companies to target buyers more intelligently. OwnerIQ, a programmatic ad solutions company, shows that programmatic advertising could well account for over 85% of all targeted banner ads and 67% of all video streaming ads by 2020. However, bringing in more transparency to programmatic advertising will be an area of sharp focus in 2017.

 

11.Live streaming: Periscope and Meerkat may have just set in motion a trend that will snowball its way into 2017. Facebook is now seeing great interest in live streaming, so is YouTube. It’s pretty evident that moving ahead, live streaming will go beyond just entertainment, sports, and events. It will be used in hospitality, food, healthcare, and travel.

 

12.User-generated content: The last couple of years have shown us that user-generated content trends can go astoundingly viral. Case in point: the ice bucket challenge. Heading into 2017, brands are going to be wiser about user generated content being an important part of social selling. It also aids their quest of being seen as more personalized and authentic.

 

13.Mobile-first: The mobile is helping marketers re-imagine web design, shopping, and engagement. Spend on mobile ads is expected to be 2X more than that for desktop. The explosion of mobile apps, emphasis on native advertising, and growth of local are making creating a new mobile-first world.

 

14.Short-life content: Platforms offering self-deleting messages and short-life content are expected to help brands smartly wade through the crowd yet not linger around too long to be lost in the noise again. We have seen the popularity of Snapchat soar in recent years and Instagram has joined the party with Instagram Stories. Their user base has reached epic proportions already.

 

15.Bots and Chatbots: The use of chatbots on specific messaging and collaboration platforms will gain traction in 2017. The use of chatbots for business updates, as personal assistants, for therapeutic use, and in healthcare settings may entirely change marketing as we know it. According to a VentureBeat report, nearly 50% of consumers would prefer to contact a business through messaging rather than over phone. As business race to be available 24×7, the deployment of chatbots based on AI is sure to increase in the year ahead.

 

16.Content-driven platforms: Facebook Instant Articles and Google’s Accelerated Mobile Pages have allowed people to go ahead and publish content instantly. As other self-publishing platforms such as LinkedIn Pulse and Medium see a continued increase in their user base, there’s every reason for digital marketers to stay attentive to what’s happening in this realm.

 

17.Social commerce: E-commerce sales are reporting an exponential rise year-on-year. “About two-thirds of all social media visits to Shopify stores come from Facebook…. 85% of all orders come from Facebook,” says the folks over at Shopify. This demonstrates why being social is going to be so important to selling a product in 2017.
Interested in knowing how you can ace these new emerging opportunities? Leave it to Flynaut to figure it out for you. At Flynaut, we have our finger on the pulse of everything to do with digital and content marketing. So go ahead and get in touch with us at [email protected]

The Economics of Websites: Is Your Website A Profitable Affair?

Website design and development calls for a tug of war between quality and cost. Which side should you support?

 

While keeping a tab on your expenses is important, focusing on quality features and tools gets you the real ROI.

 

Gone are the days when a website served as a “Good to Have” decorative value for business with basic functionality and boring interface. Switch to present and the website has transformed into a “Mean Marketing Machine” to generate traffic, leads and ultimately customers. It has to create lasting impressions with stunning outlooks and interactive features.

 

 

When would you call your website a profitable investment?

 

Choose your answer:

 

A) When you generate a decent looking low-cost version with basic functionality without the aesthetic frills. Less expenditure, less risk approach.

 

B) When you generate a website that is high on user experience and social integration. Upfront high cost for quality benefits later approach.

 

There are many individuals, start-ups and small businesses that easily opt for answer “A” as they are on bootstrapped budgets and have other business priorities to attend.

 

But the option that makes sense if you are there for the long run, is definitely “B” as it is not only a good strategy but also covers up the investment cost sooner or later with steady flow of business and client nurturing.

 

What affects the cost of Website?

 

The Website Costing is dependent on multiple factors that should be accounted for in your budget-planning phase. Apart from the approximate ballpark figure that you have in mind for website design, consider the following inputs that add up to your existing budget:

 

  • Need for features and components
    This includes the number of pages, videos, events,
    slide show or photo gallery with content categorization along with the stress on overall look and feel of the website. The more demanding you are as a client with the website specifics, the more it translates into costing as it demands revisions and designers’ time and resources

 

  • Need for bells and whistles
    In today’s digitally social times, websites need to be highly responsive and customizable with content management system, blogs, social links, feeds, SEO, online strategy, lead engagement, maintenance, backup services and many other peripheral services that add to the overall user experience of your customers

 

  • Expertise level of Web Designer
    This particular factor has a massive impact on the websites that click and the ones that totally trash.

    The designers, who have a reputed name in your location or offer exceptional support service over Skype and other platforms, should make to your shortlist. It is better to pay hefty sum to an experienced designer who understands his craft and your industry rather than one who charges peanuts and puts you doldrums.

 

  • Your business size
    The magnitude of your business has a direct impact on the total costs for your website design with
    different price range for startups, non-profits, SMEs, Mom & Pop shops and large multinational corporations.

 

This difference is due to the ability of each of these businesses to spare budgets as well as the purpose they need to serve through their website. Of course, the features and content requirement also vary, leading to very individualistic costing methods for different business segments.

 

Addressing the “Elephant in the Room” – Why you need to spend more for a Website?

 

A website for any business is the ideal platform to attract new customers, engage the existing ones and give a glimpse as to how the products/services offered are superior over other players. With such an important task to be accomplished, Websites better be made by experts to lend it professional touch and productive worth.

 

Here are few critical reasons that defend the case for better (and sometimes “over”) budget for effective website design:

 

  • Generates ‘meaningful’ ROI
    There is
    distinct difference in the earnings that you can expect from a novice looking site and the one that has many ways to capture leads and generate sales.A basic website might get you $2-$3 (or probably nothing, if it’s too basic) for every $1 invested, while a well designed and interactive site through its content and features like landing page may reap $9-$10 for every $1 invested. This makes it a strong premise to forgo short-term gains in form of cheap websites in lieu of long-term steady ROI.

 

  • Allows integrations and customizations
    One of the biggest advantages of shelling out extra money on your website is the ability to have integrations with 3rd party apps, social media, in-house/cloud software like CRM and tons of content and format customizations. This flexibility makes way for solid relationship building with target audience both old and new, with insightful and
    real time information captured through website features

 

  • Improves the credibility quotient of business
    Making right first impression is always important. As per a survey report from Kinesis, 75% of users judge your business’ credibility from your website’s design.
    A sophisticated looking yet easy to navigate interface, winning user experience and clear answers/solutions for queries/problems of qualified leads and prospects helps to set your website apart from the rest. All this for some well-spent monies that you will never regret parting with.

 

  • Gets you noticed
    A website with SEO optimized content and options to add relevant, industry specific content from time to time with social presence helps to climb up the ranks in Google and Bing Search engine ranking.

    This makes you easily accessible to the audience that matters. A good website also gets talked about among customer circles both online as well as off it. So make most of the opportunity to nail the website design.

 

The key to successful website design is to know and distinguish between things that are:

 

  • Critical viz. a. viz nice to have and,
  • Those that need to be implemented right away viz. a viz. those that can be built-in later.

 

Are you ready to earn lucrative returns from your business website? Allow Flynaut to helm this dynamic task with latest tools and insights in website design/redesign.