Now that we’re settling nicely into 2019, it’s a good time to re-examine our advertising strategy and see if we’re headed in the right direction. Did the 2018 predictions come true? Did some trends prove to be more impactful than others? Are there some tactics worth exploring this year? Here’s what we know:
The Rise of Artificial Intelligence (AI)
We already use artificial intelligence in our everyday lives without even realizing it. You use AI when you interact with Apple’s Siri or Amazon’s Alexa. But did you know that AI is what filters your emails in Gmail, improves your social media experience, and makes recommendations when you shop online?
In the world of advertising, AI is helping marketers become more consumer-focused. AI is helping enhance user experiences, enable personalization, and automate complex tasks faster and more efficiently. And with less time spent on testing multiple creatives and conducting surveys, marketers have more time to innovate and think creatively about their next campaign. With AI doing the heavy lifting involved in gathering data and insight, marketers focus their energy on delivering relevant and compelling ads and driving results.
With the rise of AI-driven technologies comes more marketing automation. Through automation, we can better track customer activity across multiple channels. Customer profiling is improved, giving us a more precise picture of our target audience.
Marketing automation also gives us the tools to track the performance of our advertising campaigns quicker and more accurately, allowing us to make adjustments immediately. With valuable insight gained through marketing automation, you minimize second-guessing or making risky decisions about advertisement design, content creation, or merchandise branding.
The Dominance of Video
Consumers are spending more and more time on their smartphones consuming videos. According to the 2019 statistics infographic by Digital Information World, 52% of marketing professionals name video as the type of content with the best ROI. And according to 70% of the marketing professionals surveyed, video converts better than any other medium. And a whopping 92% of shoppers say that visuals are the most influential factor affecting their purchase decisions.
If you haven’t added video to your advertising yet, 2019 is the year for you to leverage the medium to engage old and new audiences. Think along the lines of in-stream video ads on YouTube, Facebook Video, and Twitter Video. Start using Facebook Live and Instagram Stories. Create product or service promotional videos or product demonstrations, explainer videos. Encourage your audience to create videos about your products. Go live with interviews or share video captured from your corporate events or product launches.
While technology seems to be the answer in this increasingly digital landscape, it’s not enough to use the tools and rely on them to make the hard decisions for you. Creativity is still king. Successful advertising still demands innovative thinking and smart campaigns.
At NUEX Creative, we know how to dissect insight and data and implement them in your advertising strategies.
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Email marketing remains among the most effective marketing strategies with one of the highest returns on investment. It’s how you communicate with your clients and a useful tool for you to nurture prospects into customers. It also helps improve customer retention.
According to Statista, active email accounts are expected to hit 5.6 billion by 2019 and based on a survey conducted by HubSpot, 86% of professionals prefer email when communicating for business purposes.
Because email marketing is so useful and one of the best ways to generate leads, building an email list should be a priority. Your email list becomes one of your business’s most valuable assets. But how do you grow an email database quickly yet effectively? Here’s how:
Offer an Incentive
Encourage people to sign up by sweetening the deal with an opt-in incentive. In exchange for their emails, offer them discounts, coupons, or introductory offers. It should be something they can immediately enjoy such as 20% off their first purchase. Set it up so that once they are opted-in, they receive an automated yet personalized response with a coupon or discount code they can enjoy right away.
Be Clear but Persuasive
Beyond letting your visitor know what they will be gaining from subscribing, let them know how often you’ll be sending newsletters or other emails. Knowing they’ll be inundated by daily emails may turn them off; it’s essential, to be honest about the email frequency.
Give Something Away for Free
Who doesn’t love free stuff? You could give away an eBook, a 20-minute consultation, product, or a 30-day trial. Every business is different, yet there’s always something you can give away as a freebie.
Add a link on your newsletters that will take them to a “Invite a Friend” form where they can provide their friends’ emails in exchange for a reward such as a hefty discount or free stuff. You should also send the friends an introductory email with an incentive, so they don’t end up hitting unsubscribe.
Convert more visitors into email subscribers with subscription forms that pop up on the screen. These pop-ups can be triggered when a visitor has been on your site for a certain amount of time and likely to leave your site.
It’s best to do some testing when it’s best to display popups. You may not want to ask them to subscribe within split seconds of arriving at your website before they’ve even had the chance to explore.
Host a Competition
Giveaways, contests, and sweepstakes are highly engaging. Beyond the excitement of winning free stuff, people also love competitions. Start with an attractive prize and clear mechanics of how to join. To grow your email list, ensure the rules include providing their email or opting in through a plugin.
To get high-quality emails, make sure the prize is something related to your business or better yet, your product or service. Sure, giving away something like an iPhone will get you thousands of emails, but they’ll probably be low quality and primarily made up of contest junkies or people who want a free iPhone.
Every page of your website should have a subscription form. This way, visitors don’t have to go looking for your sign-up sheet. You risk losing their interest when it’s not immediately available to them. Make sure the ‘Subscribe’ button is not only visible but attractive.
Simplify Your Form
All you need is your visitor’s first name and email address; the first name will help you personalize emails. Adding any more to the form will make people feel like they’re answering a survey and they probably don’t have the time for that.
At NUEX Creative, we believe that design and strategy matter, especially when it comes to improving website traffic and converting more visitors into subscribers.
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Despite what you’ve heard, email marketing is not dead. However, with the number of email users in the US alone projected to hit 254.7 million by 2020 and the changing email habits of consumers, email marketing must continue to evolve.
So if you’re looking for email marketing tactics that won’t suck, you need to see past old strategies and outdated practices. To get ahead of the game, you need to get creative and find innovative ways to connect with consumers via email. Here are three tactics you should try this new year:
1. Use AI to Get More Personal
Artificial Intelligence (AI) is revolutionizing email marketing by adding personalization to your campaigns. People are more likely to open emails that speak directly to them. According to Marketo, trigger emails based on behavior perform 3x better than those batch emails that have no “intelligence” built-in.
With AI and machine learning, you can automate the optimal time to send emails in the day based on each subscriber’s engagement history. Never miss out on revenue opportunities by leveraging AI to determine which subscriber is likely to be most interested in your special offers and promos. Because content matters, AI enables you to learn what content combinations performs best – from the subject lines to the layout to the body copy and even the images.
2. Grab Attention with Interactive Content
According to Shutterstock, interactive content drives 5x more views than static content. Give subscribers a reason to open your emails with the promise of fun and entertainment. Interactive email content grabs the user’s attention, improving click-through rates and driving higher conversions. However, it’s much more than buttons and GIFs.
Interactive content involves anything that users can click on or swipe such as image carousels, quizzes, or games. Mostly, it’s anything that requires the email recipient to engage with the content actively. To add interactive elements to your email marketing, try displaying product cards using image slider or the rollover effect. You can also use accordion menus, survey forms, questionnaires, and videos.
3. Optimize for Mobile
Don’t underestimate how vital mobile optimization is to your email marketing. According to Fluent “The Inbox report, Consumer perceptions of email” (2018), 3 out of 5 consumers check their emails on mobile while 75% say they use their smartphones most to check email.
Because email marketing starts with people who visit your website and fill out your opt-in form, your sign-up forms should also be mobile-friendly. To optimize your emails, use a responsive mobile template. Shorten your subject line to make sure they’re fully viewable on mobile screens.
Pay attention to your pre-header text to make sure that while it’s short, it’s still compelling and informative. Take advantage of device detection if your email service provider offers it. Enhance your emails by striking a balance between text and images. Be intentional with your choices and keep image file sizes small, so they load quickly on mobile.
Let NUEX Creative take your brand further. We can help you with an email marketing strategy that elevates your brand and connects you with your customers better.
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