(A) Social Media Marketing

As most of us may have realised, social media is massively affecting our daily routines. From being our active source of news, to helping us plan our days with events and reminders, a lot of the time our eyes are glued to a screen showing some social media platform or another.

But why is it useful for marketing?

  • Consistent posting means customers become familiar with the brand/product.
  • Easy replication of marketing content by users.
  • Increase search rankings by appearing active & credible to search engines.
  • The ‘human’ element helps gain trust from customers (through comments/replies etc.).
  • Ability to create a marketing voice, i.e. the tone you use to get through to your target audience.

 

(B) Influencer Marketing

Digital advertising is something we all know and trust, but unfortunately, it is becoming vulnerable to various things including ad blocking software and even our own brains. Studies show that our brains have the ability to blur out webpage ads as they can recognise where on the page ads are usually located and skip over them through habit. This is where Influencer Marketing comes in.

Over the past few years, there’s been a huge growth in what we know as ‘influencers’ – i.e. those with a large online presence and platform to get the word out about pretty much anything. The difference is, we are much more likely to trust the word of a peer than a flashing BUY NOW button on the side of a webpage. By utilising the trusting audience of a popular influencer, we are gaining a good old ‘tried and tested’ promotion of a product. Given that the influencer will have built up a relationship with their following over time, the promotion will be doubly as trustworthy in the eyes of a follower.

(C) Mobile-Ready Content

As we move into a mobile-focused time, it is vital that all marketing content is mobile-optimised, be it emails, social media, or any kind of search engine marketing (SEM). The sheer amount of web searches done via mobile browsers (80%+) means that content which is impractical via mobile is almost useless. Marketing campaigns must be fully optimised for mobile for numerous reasons, the first being our rapidly growing dependence on mobile devices.

For example,

  • Online shopping is shifting to app-based shopping.
  • Communication is mainly made through messenger apps.
  • Search Engine searches are performed by mobile voice assistants (Siri, Google Assistant).
  • YouTube reaches adults during prime time more than any cable network (mobile alone).

 

(D) Emotional Engagement

Over the last number of years advances in technology have helped advertisers create a more personalised marketing message. This trend will continue to grow in 2018 and it is something that Small Businesses should look to include as part of their marketing strategy.

There are lots of examples of personalised marketing content across the web and social media. For example, “Paddy Power”, a well known Irish Brand, create a ton of content that will trigger an emotional reaction from their target audience.

Another great example of emotional content would be this TV Advert by Bank Of Ireland — this advert resonates with young couples looking into their First Mortgage while also promoting Bank Of Ireland’s “Cash Back Plus Offer”.


Bank of Ireland Cashback Plus Source: YouTube

Not every small business can invest in personalisation software but subtle changes to their marketing message could make a big difference. The next time you are planning an email campaign, Facebook campaign or blog post — think about the type of content that would engage the hearts of your target customer.

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