Organizations are continually searching for better approaches to draw nearer to their clients. Luckily, digital marketing continues to develop and offers new possibilities to consolidate its strategy against competitors. If you want advice on your digital strategy, your digital strategy agency is there for you.
Social Messaging Apps To Develop Conversations
Social networks are critical in digital marketing. Recently, social messaging applications are settling and making a place for themselves in the strategy. Some applications, such as WhatsApp and Messenger, stand out against the social media giants with 1.2 billion monthly users.
They thus overtake Instagram, Twitter, and Snapchat. These applications allow companies to directly contact their customers, who like to connect with them easily. As proof, according to a study that Facebook conducted on a sample of 12,500 consumers, the respondents:
- More than 50% prefer to buy a product from a company they can send a message to.
- 56% would instead message a business than call.
- 61% prefer to receive personalized messages from the brand.
Companies use this method to improve their customer service by integrating a chatbot.
Artificial Intelligence With Chatbots
Artificial Intelligence – also known as IA – has existed for several years. It is increasingly present in the lives of consumers, especially since the marketing of Google Assistant and Alexa from Amazon, personal assistants that are found in their homes. In computerized promoting, chatbots are, for the most part, utilized.
These will quickly become the perfect tool for generating more leads and the pillar of conversational marketing. They make it possible to set up efficient and inexpensive customer service. The advantage of chatbots is that they can respond to customers as soon as they receive their request since they are available 24 hours a day. This technology should improve companies’ customer service and marketing strategies.
Videos For More Visibility
This year, video will be the trend to consider in a digital marketing strategy. Internet users want to see more videos, so companies must adapt to new consumption methods. The use of this format continues to increase.
The Forbes site has noted some statistics on this subject:
- According to figures from YouTube, video consumption doubles every year.
- 64% of consumers are more likely to buy a product after seeing it in a video.
- Over 35% of online ad spend is attributed to video advertising.
- Web clients invest 33% of their energy in web-based watching recordings.
Video On Social Networks
The videos are also viral on social networks, especially Facebook and Instagram.
According to BuzzSumo, videos received the highest engagement rates out of 777 million Facebook posts in 2018. Companies must then start thinking about integrating some videos on their social networks. They also allow you to obtain free visibility. Posting a video on social networks is a good communication channel to promote your brand and engage your community.
Video To Optimize Your SEO
After social networks to further engage your community, you can use video as a springboard to optimize your natural referencing. For this, companies need to focus on video content to optimize it. First, they must do some work on the keywords. These must appear in 3 different places in the video:
- The title
- Description
- URL
As explained in several of our articles, choosing keywords is critical. The more concise and precise they are, the more natural referencing will be optimized. They must correspond to the company’s sector of activity and the offer it offers.
Secondly, you have to think about optimizing the content of the video so that it is relevant and exciting for Internet users. This can then develop the engagement rate on social networks.
Voice Search On Mobile
The mobile phone revolution and the emergence of artificial Intelligence have gradually led Internet users to change how they make requests: they are increasingly formulated orally. This trend is starting to gain momentum. A study has shown that 58% of Internet users have already done a voice search (Source: Bright Local ).
However, the difference with a written search on a search engine is that voice searches are formulated with actually constructed sentences, unlike those written, which are formulated with keywords.
They are longer, with generally complete sentences. To adapt to this new trend, it will be necessary to work on long keywords, that is, long tail keywords. Voice search also has an impact on natural referencing. It will therefore be necessary to optimize the content of this one to show the algorithm that it has the answer to the question posed by the Internet user. The company must be accessible by voice request.
Stories To Increase Visibility
Stories have been around for a while but quickly caught on with Internet users.
Their goal is to post videos or photos on their profile in a fleeting way since they only stay 24 hours. They allow Internet users to publish content spontaneously, which is what is most appreciated.
The development of this format then allowed users to customize them with GIFs, stickers, localizations, etc. An excellent way to retain users. From there, companies must use this opportunity to integrate this new visibility method into their digital marketing strategy.
More than 400 million users post stories on Instagram daily, double the number of active people on Snapchat. According to Instagram, a third of the most viewed stories were created by businesses. We must therefore take advantage of this new trend to create more engaging content and thus have the full attention of Internet users. The short duration of stories allows companies to highlight their limited promotions. Since 2017, they can also integrate advertisements and thus promote their offers.
What To Remember?
With the rise of new technologies constantly developing, companies must regularly review their digital marketing strategy. In 2019, several trends, such as videos, chatbots, or stories on social networks, will have to be considered when establishing the digital marketing strategy.
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