In today’s technology driven era, digital marketing has not only established dominance, but has also proven to be powerful and effective in increasing brand reputation and conversion. For instance, according to HubSpot, users are four times more likely to use YouTube over other platforms to discover more information about a company, product or service.
However, traditional marketing is more powerful than ever in many ways. This begs the question: how can you blend the two together to make the most of both?
One way to answer this question is to strategically implement trends relevant to your business by looking through the lens of cross-promotional content. An example of this would be taking a traditional marketing tactic such as a physical white paper or report and creating a digital download on your website or social media. Another way you can blend the two is while hosting a tradeshow booth or event, use geofencing or geotargeting to reach your immediate audience and drive traffic to your booth.
Below are four digital marketing trends to consider adding to your traditional marketing plan.
Virtual Reality & Augmented Reality
Virtual Reality is a computer-generated simulation of a three-dimensional image or environment that users can interact with in a seemingly real or physical way. This is typically done using special helmets with visors inside or gloves fitted with sensors called haptics. A number of industries including construction, engineering, manufacturing and military have begun to use virtual reality for training and immersive experiences such as virtual tours, product simulations and interactive marketing.
Augmented Reality is an interactive experience that uses a camera to project digital images or content onto the existing real-world environment. This can be made to include sensory modalities such as visual, auditory, haptic or olfactory. Some companies have begun to use augmented reality to demonstrate customer layouts for design or renderings for engineering and landscaping.
In 2021, HubSpot reported 35% of marketers were using AR or VR in their marketing strategies, and 42% of those marketers planned to increase their investment in this trend in 2022.
Marketing with Customized Solutions and Personalization
Having tailored solutions for customers based on their individual preferences, otherwise known as personalization, is proving to be vital to businesses and their content strategies. According to a report from E-tailing Group, increasing personalization across multiple channels can also increase overall consumer spending by up to 500%. VB Insights reported 87% of companies they surveyed saw a lift in their key metrics (conversion rates, engagement rates, average order values, etc.) when using personalization. Using audience segmentation allows you to tailor your traditional content marketing, which will help your customers feel understood and appreciated.
Interactive Content Marketing
Any content that requires active engagement from a user is called interactive content. Interactive content allows a business to differentiate its brand from others in their field. In fact, 88% of marketers stated that using interactive content helped their brand stand out. Providing interactive opportunities for prospective clients to self-qualify and move themselves further down the sales funnel can help identify and secure quality leads. There are plenty of ways to integrate interactive content into your traditional marketing plans such as interactive infographics, white papers, contests, quizzes and assessments.
Video Content and Resources
According to WordStream, people watch 16 hours of online videos every week on average, and 59% of executives say they would rather watch a video than read text. Videos can be made to be topic-specific (such as company values, new products, or event recaps) and can be optimized for mobile feeds. WordStream also reports that 84% of marketing professionals say videos have helped them generate leads and incorporating video into their campaigns saw a 34% higher conversion rate. Fear of cost or uncompelling content is likely the culprit for lack of video content, but with a budget, timeline and story you can gain great reward.