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3 Digital and Social Media Marketing Trends Dominating the US

Social media marketing trends are a powerful tool for any business looking to make the most of digital marketing. Understanding the online market is an important part of many digital marketing campaigns for a very important reason. 

On average, Americans interact with their phones 2,617 times each day. More than half of these swipes, clicks, and taps are done on social media platforms like Facebook, TikTok and Instagram. Consumers are spending so much time online and with so many products available at the push of a button, it’s essential that businesses not only utilize cutting-edge digital marketing trends but interact with their target audience in a meaningful way.

With artificial intelligence (AI) and data-driven marketing continuing to grow, social media and digital marketing trends skew towards people more than technology. Customers are craving a stronger sense of connection to the brands they’re interacting with and want marketing to feel more human. 

To get ahead of the curve, businesses should take note of these three marketing trends that are dominating the US.

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Personalized Content

Customers are being inundated with more advertising than ever before. From YouTube to Facebook ads, consumers are tired of receiving irrelevant marketing content. Rather than relying on traditional methods of wide-scale advertising, businesses can improve ad spend and optimize conversions by creating a targeted, personalized ad experience for customers. 

Not only do personalized marketing campaigns connect with customers better than mass marketing, but a personalized ad will also deliver an enhanced conversion rate, working to improve the Return On Ad Spend (ROAS).

In short, businesses who personalize marketing campaigns based on customer segments and personas will experience amplified results, especially when compared to old-school mass marketing techniques. In fact, new data reveals that 80 per cent of consumers say they are more likely to purchase from a brand that offers a personalized experience compared to a generic campaign. To this end, businesses can capitalize on these numbers using personalized content in marketing campaigns. 

Positive Messages for Consumers

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American consumers have shown they value diversity and positivity when it comes to marketing messages and prefer campaigns that promote happiness and joy compared to doom and gloom. According to Forbes, 77 per cent of millennials and 76 per cent of teens have interacted with and purchased a product or service after engaging with inclusive digital marketing content.

An example of positive marketing is Dove’s Real Beauty brand campaign, where the target audience was targeted with messaging about body positivity. Through empowering women and bodies of all shapes and sizes, Dove’s campaign worked to drive sales and brand awareness. This campaign proves companies can significantly impact the market and their bottom line with positive messages that speak directly to their target audience. Instead of leveraging negative messages, Dove empowered women by uplifting their  voices through advertising. 

When planning a marketing campaign, businesses should adopt a customer-centric approach, which considers and addresses pain points. The outcome for businesses is that their product or service will be seen as a central tenant in the customers’ overall story, helping to build and leverage an emotional connection between customer and business.

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Localized marketing

Localized marketing is not a new concept and as Americans look to support local businesses, more sales are being made through local search than ever before. Both independent stores and large global brands recognize the need for customized marketing messages that will resonate with a regional audience, and 80 per cent of marketers use location in their marketing strategy. 

Smart technology allows marketing efforts to achieve new heights. Geo-fencing allows potential customers to be targeted with a brand’s marketing messages as soon as they enter a digital perimeter set around a store. For example, a customer could receive ads for vitamins or skincare products while strolling past a pharmacy. 

Location-based marketing is 20 times more effective than traditional ads because the personalized messages are delivered to a small set of individuals who are more likely to purchase the product. This gives businesses more bang for their buck. Marketing campaigns can be optimized with geo targeting from Facebook, Google Ads and Google My Business, however there’s a one-mile radius limit to keep in mind. 

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Consumer behaviors are transforming across the globe, and we think these are the three key digital marketing trends dominating the local US market. For businesses, this means marketing strategies should be built using powerful technology with advanced knowledge of the relevant target audience and what makes them tick. For businesses looking to succeed in today’s market, it’s important to make a connection with consumers at every touchpoint and personalize every message to speak to the varying needs of different customer segments. 

[To share your insights with us, please write to sghosh@martechseries.com]

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