Marketers have seen a massive shift to digital marketing in the past year, and many have seen their budgets reduced as well.
With the economic recovery gaining momentum, many businesses will likely have more money to spend. But how and where should they spend it? Should we revert to our old ways or should we embrace the digital transformation?
Even after the pandemic is over, consumers will still do many things digitally. With this in mind, Digital and Content marketing will become even more important, but Direct-to-Consumer Marketing (D2C) is known to lead the way.
In addition, businesses should focus on customer retention. Many businesses are still looking for new acquisitions; however, with fierce competition in the digital space, customer retention has never been more critical.
Here are our top recommendations to help you digitally market your business in 2022.
1. Website Mobile Optimization
Mobile devices are being used more and more by consumers, which is not surprising. Mobile devices now account for more than half of all online traffic.
Mobile-optimized digital experiences are becoming increasingly important as the younger generations continue to gain purchasing power.
In addition, mobile experiences aren’t just relevant for brand websites; they’re also important for other key marketing strategies. As an example, most marketers who use email are focused on delivering mobile-friendly emails to their subscribers.
*Here is a previous post we released around Website Optimization.
2. Account-Based Marketing (ABM)
Account-Based Marketing (ABM) is a strategy mostly used in B2B markets and allows marketers to drive personalized and account-based interactions by adding relevance to each communication piece.
To win over customers, more than half of 2021 marketers used account-based marketing, and the adoption of this strategy is expected to increase in 2022 especially with the introduction of POPIA.
3. Focus on Short-Form Video Content
Marketers have come to realize that short-form can be more effective than long-form video content when it comes to getting to the point about a product, brand, or service.
The short-form video format is not only less bandwidth-intensive but also aligns well with the fast-paced attention spans of online audiences of all types. Platforms like TikTok and Reels have gained quick growth and marketing attention because of this.
4. Content Alignment
If a business wants to dominate its industry, it must align its PR, thought leadership, and SEO efforts. Be visible, credible, and authoritative.
Your site should have some source content as well as other things you own, such as social media or sister sites. Once your authority on different topics has been established, consider adding a PR element where others mention or cite your content to gain additional credibility.
5. Continue to build your brand
Paid digital advertising will continue to be an important part of your marketing strategy, but it will also become more expensive. Consider organically raising your brand’s awareness by developing a strategy that provides long-term value to your audience. Perhaps a video tutorial, a weekly podcast, or web content that educates and adds value.
Instead of hard-selling your products or services, educate your customers. Make it convenient for them, and show them that you can assist them. This will generate positive word-of-mouth and strengthen your brand.
*Here is a previous post we released around Personal Brand Building.
Conclusion
Despite fundamental changes coming to the way we market in 2022, your business will not fall behind if you remain open to change.
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