Before even tackling complex subjects such as AI integration, blockchain, machine learning, a digital strategy must above all be based on a simple and above all solid marketing plan. And as everyone knows, making it simple is often complicated …
Best practices of marketing influence
How to identify the best influencers? How to structure the partnership? What remuneration should be defined? It is to answer these questions that Reech has written a guide to survival in this jungle of influence which lists the 12 best practices. Reech supports its customers by helping them bring out ambassadors and generate conversations and visibility around the products or services of a brand.
The challenge is therefore to know where to hit your target with the most impact to focus on powerful and efficient actions. Therefore, we will address here some interesting trends to assimilate for 2019 in order to reach a wider target audience, in a more targeted approach, and this within the digital channel.
First lever: an improved user experience (UX)
We have integrated it relatively well, we are deeply rooted in the mobile era. This is evidenced by the fact that the majority of websites have made the transition to Responsive Web Design. But despite this advance, web platforms are still too slow. Google has understood this by developing new technologies such as accelerated mobile pages (AMP).
So, we widely expect, 2019 will be the year of the transition to the MPA but also of the arrival of the Progressive Web App (PWA). Through it, web applications can now work offline, and integrate an operating speed at the same level as that of native applications without having been downloaded. And this is just one of the positive aspects of this new technology which is currently supported on both Android and iOS.
Note that many businesses have certified the first results going in the right direction with a 30% improvement in mobile conversions following upgrades to PWA. The finding is therefore there, even if currently the speed of a web platform as well as the quality of the user experience within it are still not taken seriously enough, this will change very quickly. This is also evidenced by Google’s update last year to start penalizing slow websites. Suffice to say that the latter is on track to gradually adapt its algorithm to significantly impact platforms that will not improve their operating speed.
In summary for this first point, before
to think about the complexity and richness of the user journey, we must first
think format and reactivity to improve your UX.
Second lever: the upcoming omnichannel digital marketing
As a reminder, a multi-channel strategy
is based on the use of all channels to reach a target
So an omnichannel strategy is in
sort of an evolution of the multichannel strategy in which it is
question of simultaneous and much more optimized use of the different
channels available. Which of course is only possible after having
performed a digital transformation.
To go into more detail, a
multichannel marketing strategy involves reaching a target defined by the
through multiple channels, but each department, service, active unit
approaches the client using the channels at their expense (website, tool
social media, press activation, campaign
Due to this relatively fragmented contact strategy, we will therefore understand
that it’s not easy to be effective in terms of coordination and
Conversely, a marketing strategy
omnichannel places itself above all in the client’s head and seeks to visualize
the experience through his eyes, in order to assimilate it enough to then
plan a consistent, coordinated, and relevant customer experience, and that
through all available channels. As said above, it’s optimization
To go further, this type of strategy
even provides that the customer journey can take shape on a first channel,
and then migrate to a second one. These migrations between channels therefore have for
obligation to be fluid, using a budget optimized according to
of the most efficient channels.
In summary for this point, instead of
to disperse independently on several points of contact, it is necessary above all
think global, coordinated, and above all, complementary.
Third lever: a rise in advertising investments on Instagram, but also Snapchat
The king is dead, long live the king ! finding
relatively well acquired, Facebook having become a mainstream network, it
is becoming less and less present in young people. For information, its more
strong increase is among the over 55s.
Faced with this change, Instagram has
decided to stand out by positioning its new shopping function.
The latter gives property sales companies the opportunity to tag
products on publications or stories, including in particular a
outbound link for easy shopping.
In order to go further, it has even recently been possible to tag a branded video as well, but also to set aside products in order to buy them later. We are therefore soon in front of a real e-commerce platform.
Fourth lever: small brands are starting to take an interest in influencer marketing
To relate to what has been
said above, if Instagram has developed its shopping interface, it’s
precisely to clearly differentiate themselves in terms of influencer marketing
to eventually highlight a potential leadership support on this type of
This is no coincidence, the number of brands appealing to influencers continues to grow, even if it is always complex to assess the ROI. The reason remains as old as the world, a friendly face will always be more salesperson, reassuring and subtle for the customer, unlike advertising hype.
However, it should be noted that everything
is paid for, both for good and for bad. Following some studies, we go
now realize that the more influential an account becomes, the less it can maintain
a relationship of quality and proximity with its audience. Therefore, it
becomes less and less relevant over time.
Which brings us to the conclusion of
this part: it therefore seems more efficient to stay focused on a network
less developed influencers, closer to their audiences. What by
extension and logically opens the door to smaller budgets, and
so to small brands.
Fifth lever: native advertising and video, the new help of mobile marketing
The paradox is there, with more and more mobile consumers, the control rooms must adapt with increasingly reduced and flexible formats.
Even if traditional digital advertising formats such as display remain strong on tablet and desktop media, they are no longer relevant in the mobile context.
So this brings out a whole new format:
- The video : It is clearly omnipresent, whether upstream of YouTube videos, in an auto player in Social Media feeds, or in Inread format in text content such as articles;
- Native advertising : The latter is the format that is most easily integrated into mobile applications and sites, while offering a better click rate. Note that Facebook offers native advertising solutions through AudienceNetwork, while ensuring some customization for developers.
Being fully integrated into
applications, so we have big ambitions for native video advertising,
which is expected to explode in 2019.
Finally, even this list remains exhaustive and that there are no major innovations for this year, 2019 remains a very important step in terms of new standards like the GDPR. This will force companies to completely rethink their digital marketing strategy by making the best use of their data to implement actions with the most simplicity and flexibility.