2018's Best Digital Marketing Buzzwords
Is your team ready to get ahead in 2018? It’s already February, so we hope so. Either way, there are a few buzzwords you should add to your lexicon as the year progresses.
Here are eleven tech-savvy, actionable marketing terms that will both boost your efficiency and help you focus in on your ultimate goal this year.
Most people already have some idea that an algorithm is a set of rules given to a computer program to create a certain set of actions.
If you’re working in marketing, you’re probably especially conscious right now of Facebook’s algorithm change announcement. Google, too, introduces tweaks to its algorithms almost every day. But what does that mean for you?
As far as marketing is concerned, an algorithm is a formula that determines what content shows up where. Facebook has just changed its algorithm to, as Mark Zuckerberg puts it, prioritize content from “friends, family, and groups.” Google Panda’s algorithm assigns a “quality score” to webpages, which helps determine where they show up in searches. As a digital marketer, staying on top of algorithm changes will help you make sure your content is visible.
SEO, or Search Engine Optimization, is how you can make sure your content is visible after algorithm changes.
Adding keywords, meta-tags, and other pertinent information to your websites will help ensure that your “quality score” stays high within Google’s search engine. This will prompt the search engine to direct your content towards the relevant consumer base.
You can probably parse this one out on your own.
Marketing Automation is software which allows you to make certain tasks automatic. Email, social media, and other website actions can be relegated to this software, freeing up time for you to handle the stuff that can’t be automated. Be careful, though-- as we’ve covered before, a human touch is still required to make sure all is running smoothly.
Artificial Intelligence is already a huge part of the marketing world, but we expect it to grow even larger in the coming years.
Any program that mimics human intelligence can be referred to as an AI, including the algorithms we mentioned earlier. More and more frequently, it comes down to an AI to decide which consumers will see your business’ content in their searches or various social media feeds. You and your team can take advantage of AI as well as part of your automated marketing plan.
Especially since so much of shopping now takes place online,
the path from person to purchase is longer and more complicated than ever before. It requires multiple touchpoints across various channels and devices, and customers who feel more engaged over a period of time are more likely to make the jump-- we’ve covered in previous articles how things like augmented reality can help the process along. The customer journey is crucial to consider as you develop your marketing strategy this year.
Speaking of the customer journey,
omnichannel marketing means creating a brand presence across multiple platforms, allowing users to access information about your products from whatever social media site or search engine they happen to be using. Creating a seamless brand visibility will help draw your customers along that winding path.
To discuss attribution, we must first talk about ROI-- Return on Investment.
As a marketer, you’re probably familiar with this term already. But as we track successes in 2018, we have to figure out which marketing channels are driving our ROI, and that’s where attribution comes in.
We can assign attribution at each step of the purchasing process. How did a customer first come into contact with your brand? What did they see last before they actually made their purchase? Where were they in between? The answers to these questions will be helpful in targeting your audience, since they will likely view your content on multiple platforms before buying.
This is both an especially cool buzzword and a technologically advanced form of marketing.
Geofencing means drawing a virtual circle around a specific map location and targeting people in that area-- often with promotions or special offers. You can use an app that employs geofencing to draw nearby customers into a business.
Micro-Moments are those little moments when you have a question, a concern, a desire, or an interest that prompts you to reach for your phone.
Micro-moments are what drive generalized searches, so it’s important to recognize these occasions as opportunities to present a customer with a solution to their query. If your business has a consistent, omnichannel, and Search Engine-Optimized presence, you can attract new customers as they experience those micro-moments.
Smart content is content that is intelligently personalized for your customer’s needs.
Anything you know about your customer can be used in both creating smart content and employing it based on where the person is in the buying process. A lot of businesses have content that specifically targets first-time visitors to their site, adds their name to an email, or creates a profile based on previous search history within the site. As you might have guessed, smart content is usually part of an automated system that employs algorithms.
Hyperlocal may be one of the oldest marketing buzzwords in existence, but it has new meaning in a digital world.
When consumers look for your products and services, having a hyperlocal marketing strategy is one way to make sure your business shows up on their phone. Google Trends continues to show an increase in “near me” searches, so being able to answer the immediate needs of your prospective buyers is an extremely useful tool. You are going to want to make sure your business appears in, say, a Google Maps search.
Whether these buzzwords are new to digital marketing or as old as a flyer nailed to a post, modern marketers should consider them in their current iteration. In the context of the present, they may prove more useful than ever before in crafting a successful Influencer Marketing strategy in 2018.
In fact, we include them in most of our proposals and planning when working with clients.
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