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5 Tactics to Add to Your 2022 Marketing Strategy

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5 Tactics to Add to Your 2022 Marketing Strategy


Are you curious to see if we mention the metaverse in this article?

The question marketers are asking themselves, as Gucci and Nike create digital products, is if the metaverse needs to be part of their 2022 marketing strategy.

The answer is no. That’s not a permanent no (who knows what Zuckerberg has up his sleeve), but for now—you don’t need to figure out how to create funnels in the metaverse.

There are a few marketing strategies you can focus on before that…

And come back to the metaverse later.

These strategies are designed for the 2022 marketer, the one who wants:

  1. Organic reach (like it’s 2015 again)
  2. Ownership over their data (ahem, iOS 14…)
  3. Spend less, and make more

Here are the 5 tactics these marketers are using in 2022.

#1: Use Twitter for Organic Reach

Organic reach is dead on social media, right? That’s not what Twitter has to say (although they will make sure to say it in less than 280 characters). Twitter is a megaphone to reach your audience these days. If TikTok was the social platform of 2019 and 2020, Twitter is the platform of 2021 and 2022.

You don’t need to boost your tweet or add 30 hashtags per post to get attention. You just need to publish content your ideal audience member cares about…and they’ll find you. People are growing 30,000+ audiences on Twitter ORGANICALLY in a few months. 

Here’s their strategy:

  1. Tweet daily.
  2. Post 2-3x threads per week.
  3. Reply to well-known profiles in your industry with thoughtful responses.

Don’t let this opportunity for organic reach pass you by. Start tweeting today.

#2: Upgrade Your Email Content to Version 2.0

Say goodbye to the days of writing a “meh” newsletter and not caring that your open rate is less than 5%. With less organic reach on social media platforms (except for Twitter!) and the need to move your audience from social to an owned platform—your email content can’t suck anymore.

It has to be genuinely interesting to your audience. A curated list of resources probably isn’t cutting it. You need much more than that in Version 2.0 of your email content. Find ways to teach and entertain your audience through emails to get them to subscribe, and most importantly, keep them opening your emails.

Because what’s a 100,000 person email list with a 1% open rate? You worked hard to get 100,000 subscribers, and you only get to reach 1,000? Sounds like a bad deal.

Here’s how to update your email content in 2022:

  1. Ask your audience what they want you to send them (give them specific options and a place to leave their own ideas).
  2. Make sure your email content passes the 2-Point Audit:
    1. Is it entertaining?
    2. Is it educating them?
  3. Be consistent; show up in their inbox in the cadence you promised when they subscribed.

Unless you own Facebook, Google, TikTok, or Twitter—you need to own your audience in 2022. Start writing emails that your customer avatar actually cares about reading.

#3: Turn Your Email List into Market Research

First-party data might be the marketing term of the year. With the infamous iOS 14 privacy updates, first-party data became a necessity in every business and marketer’s plans. And, that’s a good thing. We shouldn’t be relying so much on social platforms to share their information with us.

That’s a fragile way to build a business and marketing strategy. The antifragile option is to turn your email list into your market research. Get your own data on what your subscribers are interested in and tag them so you can promote specific products in the future.

Here’s how to turn your email list into market research:

  1. Add tags to links in your content to see which subscribers are interested in what topics, products, or services.
  2. Ask your subscribers questions like:
    1. What products do you want to see more of from us?
    2. Why haven’t you bought our products yet?
    3. What topics do you want us to cover in our newsletter?
    4. What sounds like a great Black Friday deal to you?

Your subscribers are hot leads, which makes them the perfect people to use in market research. Don’t let them sit stagnantly—ask them what they want from your business.

#4: Put Your Affiliate Program to Work

You might have an affiliate program or have had “Create affiliate program” on your to-do list all year. Well, the time is now. More people are tapping into their inner influencer, regardless of having 50 followers or 100,0000, to share what they love with their friends, family, and online audience.

Brand ambassadors are the last stage of the Customer Value Journey for a reason—people want to share what is making them happy. Do you know what people love more than sharing their favorite products with people they love? Getting money for it. 

Affiliate programs are tricky. It’s easy to get one started and harder to make it successful.

Answer these questions to put your affiliate program to work (so it actually brings in an ROI):

  1. What do your customers want in return for referrals?
  2. What can you afford to give per referred customer?
  3. Can someone on your team market your program?

The last question is crucial. Make somebody accountable for the success of your affiliate program, so you know it’s getting the focus it deserves. 

#5: Add Automated Messaging on Instagram

Zuckerberg sent us all a gift this year with automated messaging finally becoming allowed on Instagram. With automated messaging, your audience can get their questions answered without you needing to check your DMs every 15 minutes.

Better yet, you can segment that audience to know who’s interested in what…so you have even more first-party data to work with.

Here’s what automated messaging looks like on Instagram:

​​

Or, you could use automated messaging to turn your audience into affiliates (here’s what that looks like with ManyChat): 

2022 Marketing Isn’t 2021 Marketing

2022 Marketing Isn’t 2021 Marketing

If you use the same marketing strategy in 2022 as you did in 2022—you’re not doing it right. You’re leaving views, engagement, subscribers, and money on the table, and there’s just no need to do that. 

These 5 tactics are ideal for marketers who aren’t trying to burn their current strategy to the ground and start over. These are for the marketers who want to build on top of what they’re already doing, own their audience (and data!), and get more automation in their lives.

Which of these 5 tactics will you start with?

  1. Use Twitter for Organic Reach
  2. Upgrade Your Email Content to Version 2.0
  3. Turn Your Email List into Market Research
  4. Put Your Affiliate Program to Work
  5. Add Automated Messaging on Instagram

Just like you, we’re wondering how 2022 marketing will play out and what strategies will end up being the biggest revenue generators in a year from now.

To stay on top of what marketers are doing to get ROI, join DigitalMarketer Lab to access to Workshops, Insider Trainings, and Playbooks from the world’s top marketers.

You’ll also get access to our community of 10,000+ brilliant marketers.

See what’s inside DigitalMarketer Lab here.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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