Emerging Online Marketing Strategies for 2014
- Keep an eye on shifting trends, seasons and news events to produce in-the-moment content that is consistent with the larger brand message.
When the Red Bull Stratos space jump was postponed last October due to bad weather, Kit Kat took advantage by posting an ad showing a Felix Baumgartner character sitting in a spacesuit and watching TV with the strapline: “It could be a long wait Felix . . . Have a break, have a Kit Kat”.
- Research and plan content that can be used when there’s nothing special happening or you have a blank in the calendar.
- Be directly involved while investing a minimum of time. Follow conversations around your brand/products and services. Answer inquiries, take note of suggestions and provide quick feedback.
If you experience more referral traffic and/or social engagement then you know you’re doing things right.
Ride the mobility wave
Mobile is quickly becoming one of the main means of engagement between consumers and brands. Here are some facts highlighted by Pew Internet Project’s research related to mobile consumption:
As of May 2013:
91% of American adults have a cell phone
56% of American adults have a smartphone
28% of cell owners own an Android; 25% own an iPhone; 4% own a Blackberry
As of September 2013:
24% of Americans ages 16 and older own an e-reader
35% of Americans ages 16 and older own a tablet computer
Mobile is a key business enabler and brands need to catch up quickly to understand and adapt to technologies while adapting them to meet the specific needs of their customers. One of the blog posts on Forbes discusses five pillars that need to work together to maximize the benefits of the mobility wave:
1. Unique, branded mobile apps: By their very nature, mobile apps are proactive, vibrant and personal. Businesses should strive to make apps sufficiently compelling to ensure regular use once they are downloaded to build personal relationships with the customers at all times.
2. Redeemable deals: One of the most critical features of mobile marketing strategy is the ability to identify targeted customers and to provide them with unique and personalized mobile deals that are redeemable directly from their devices.
3. Event notifications: In addition to notifying the right prospects, the mobile platform should allow customers to signify whether or not they are going to attend directly from their phones when receiving event-related reminders.
4. Loyalty: Since most people have their phones with them most of the time, mobility is an ideal vehicle for loyalty programs. This also protects you from the cost and risk of theft through counterfeiting.
5. Customer referrals: A mobile customer referral program builds naturally upon the strengths of the mobile platform–it is personal, readily available and takes advantage of the contact information that is already stored on the phone.