In 2018, the majority of marketing teams are investing heavily in digital marketing tactics. According to the Gartner, 67 percent of chief marketing officers (CMOs) plan to increase the percentage of their budget dedicated to digital marketing campaigns, including web, mobile, and social-based advertising.
While many organizations are choosing digital over traditional, there’s pressure for marketing leaders to demonstrate returns on investment. Read on to discover five digital marketing channels that may yield remarkable results.
Email marketing is one of the highest return-on-investment (ROI) marketing channels. Per one study, its median ROI is 122 percent. Highly relevant email marketing communications perform best, and 75 percent of consumers report they’d open email marketing for a deal or discount.
2. Mobile-Optimized Websites
Having a website is crucial for digital marketing success, but it also needs to be mobile-optimized. In 2016, mobile web usage surpassed desktop web browsing. Over half of smartphone users abandon web pages that are slow to load on mobile.
More than one-third (34 percent) of the world’s population uses social media in 2018 to connect with friends, family, and brands. Engaging your customers and prospects on social can build trust with your audience; 71 percent of consumers who had a good experience with a brand on social would recommend it to friends.
Sixty-one percent of marketers plan to invest in search engine optimization (SEO) in 2018. Top search rankings can’t be won with old-school SEO tricks. The path to the top of search results in 2018 involves quality content and a multi-channel online presence.
5. Multi-Channel Content Marketing
The average marketing team is using eight different content tactics in 2018, including:
Social media (83 percent)
Blogs (80 percent)
Email newsletters (77 percent)
eBooks/Whitepapers (65 percent)
Video (60 percent)
Per marketing expert Neil Patel, the most successful marketers are taking a “media publishing approach” and creating multi-channel content for broad digital distribution.
Adopting video may be a particularly valuable addition to your content marketing strategy. By 2019, experts project, video streaming will account for 80 percent of all consumer internet usage. Currently, over half of consumers watch video online daily.
Conclusion: Upgrade Your Digital Marketing Strategy in 2018
Marketing leaders are facing many of the same pressures they experienced in 2008, including pressure to maximize limited budgets and a need to prove returns on marketing investment. However, the online and offline marketing tactics that worked 10 years ago are unlikely to drive results today.
Digital consumer behavior is changing quickly, and marketing teams are likely to be best served by a multi-channel digital marketing strategy that incorporates mobile-optimized websites, social, SEO and quality multimedia content marketing.