5 Things You should not Forget when Doing Digital Marketing

With the development of digital technologies, companies keep increasing their budget for digital marketing. Compared to traditional marketing, digital marketing has irreplaceable benefits: high efficiency, high cost-effectiveness, fast reaction speed, etc. I believe companies and brands have already summarized their own methodologies for digital marketing, but there are still five points that need to be emphasized.

Retention rate is key for marketers.

Retention rate is found to be more important for marketing in recent years. Instead of just focusing on attracting new consumers, raising consumer loyalty shows its significance for companies. According to Bain and Company, it was found that a mere 5% increase in retention rates can increase your profits by up to 95%. Loyal customers play a crucial role in the whole marketing journey. Consumers are becoming harder to remember new brands and are getting numb by all kinds of online promotions because they are receiving overloaded information. Companies need to cost more to leave an impression in consumers’ minds, making many brands feel challenging, especially those start-up brands.

However, loyal customers can help brands save more effort under the days. According to some research, it can cost up to 5 times more to acquire a new customer than it does to retain an existing customer, and 60% of loyal customers will talk about their favorite brands with people in their social circle. Transferring your loyal customers to KOCs (key opinion customers) can save a lot of effort and make brands have their own position in both market place and customers’ mind.

“Mobile first” instead of “Mobile-friendly”

Everyone now knows the importance of web design in recent years. Good web designs can not only increase page views but will help increase the convention rate. But there is still a problem. Some brands still stay in the “Mobile-friendly” stage instead of “Mobile first.” These two definitions look similar but stand for different eras. “Mobile-friendly” means that it is still primary serve for desktop users, and “Mobile first” considers more on mobile users. Mobile has become the most used electronic device, so brands should change their thinking on this critical traffic entrance.

Email marketing is not out-of-date.

With the fast-growing growth of social media, email, the most frequent communication way in the last period, is ignored by marketers. We have to admit that social media has its unique advantages, but with the saturation of social media advertisements, the efficiency of this new channel has to be reconsidered.

But email actually is never out of date. There are more people using email than using social media. Pew Research says that 92% of adults who are online use email. That compares to just 79% of internet users who have a social media profile. eMarketer reports that 81% of retail professionals say email marketing is a successful way to acquire new customers, compared to 51% who think the same about social media. Consumers may read the email more carefully comparing to glancing over social media content.

Improve SEO efficiently

A good SEO strategy may help a lot to increase brand awareness. Catering to searching engines’ preferences may help your website be in a higher ranking, gaining more heightened awareness for brands.

There are two especially aspects I think are pretty beneficial for companies to improve their SEO. First of all, is on-site design. This contains title meta tag, description meta tag, and keywords in the URL. For searching engines, like Google, prefer clear title and description meta tags. And conspicuous keywords in URL are equally important.

Pages’ loading time matters a lot, especially on the mobile site. Just like the suggestion mentioned above, “Mobile-friendly ” cannot satisfy consumers nowadays. Some companies show too much content on mobile sites, which slows down the website loading page and harms the user experience. Understandably, companies want to show more content to help consumers quickly understand their value and products. However, companies should balance the content and user experience when optimizing SEO.

Be careful about social media marketing.

Social media marketing is one of the most essential parts of digital marketing. However, social media nowadays changes a lot comparing to it five years ago. As mentioned above, the saturation in social media advertising creates substantial barriers for marketers. Brands should think more profound about the content they prefer for social media, or they will be just drowning in the massive traffic.