Online marketing is one of the most important tools for building a brand. But it’s an ever-shifting landscape that the modern marketer needs to stay on top of. If you struggle with knowing where, when and how to grow your digital presence, you are not alone. With businesses working remotely across the world, a shift to deliver a strong brand online has driven a wealth of changes and innovation.
Who were the biggest trend setters of 2020?
With the cancellation of events, concerts, gatherings and opportunities to meet together, live streaming became an essential for businesses and communities to stay connected. Between March and May means this year, the number of people who had live streamed events doubled (26% of total Australians) and this number has continued to increase since.
With the number of live streams kicking off rapidly, they never reached a point of being able to be commercialised, with only 7% being willing to pay for the stream.
What we’ve learnt about different steaming platforms:
- Ability to have built in audiences for ease of access.
- Very interactive with a suite of tools.
- Caters to an existing database of users.
- Search engines such as Google cannot find your live stream which stunts the ability to improve your search engine optimisation.
- No subscription or monetisation supported.
- Limited to 90 minutes per stream.
- Ability to see faces of listeners and make more interactive.
- Certain level of exclusivity to sessions.
- Strong security with locking options.
- Lower streaming quality
- Limited amount of viewers
- Paid subscription for sessions over 45 mins.
- Advanced analytics to monitor performance
- Effective chat feature
- Ability to schedule and easily share links for users.
- Lower quality resolutions
- Lack of tools for publishing
A growing trend has seen conversational marketing being used more and more, with businesses to create a one-to-one interaction. Having a brand be personal allows customers to build trust and awareness of the WHO behind the WHAT.
Live chat on websites – Having a fast response time to customers have shown to increase up to 20% of conversion when a business is able to respond back within 30 minutes
Authored articles – LinkedIn drove up to 9 billion impressions per week with only 3 million users actually sharing content on a weekly bases. That is only 1% of the entire exposure leaving plenty of space to get eyes on your brand.
Personal video marketing – The reality of 2020: people working from home meant consumers wanted to see a personal and vulnerable side. Voices to give relatability to a brand have become a selling point for consumers.
With spending having increased by 62.6% at the end of FY2020, additions of online retailers and products have never before been so readily available. Popular e-commerce platforms saw increase usage of:
Automated emails – Keep in touch with customers by setting up recurring emails both pre and post purchase. A simple message such as a happy birthday, can re-engage and re-target previous buyers.
Abandon carts – Strategies such as offering a discount code if a customer abandons their cart saw conversion rates increase by more than 10%