The Evolving Realities of Digital Marketing

Whenever someone visits websites, sends emails or fills up online surveys, they leave digital footprints. You can leave your footprints without being aware. A web server could log your IP address and location to study more about your activity online. Your posts and impressions on social media are also digital footprints.

The higher your engagement with social media, the larger your digital footprint. Marketers aim to give the best experience to their audience through personalisation. They collect data from you to provide a personalised experience.

People are waking up to the fact that spy agencies, companies, and search engines have a detailed history of their activities, particularly in the digital sphere. Data Privacy is the need of the hour. Companies are trying to find a balance between privacy and personalisation.

How Companies Collect Data?

When companies collect data, you do not even know that they track you. They collect data about your location, pattern, demographics, and preferences. An internet cookie stores information about your IP address, your login information, and page time.

Cookies can tell companies about the number of site visits and pages viewed. They allow companies to personalise pages and allow visitors to stay logged in. Companies also collect information about your location through GPS tracking.

This data can help when your device is lost. However, companies use this data to send you offers and promotions when you consider buying a product. Companies also use email tracking to collect data to craft strategies to win customers.

AI in Personalised Marketing

Many users around the world check their push notifications many times a day. Users find too many notifications annoying. AI identifies patterns of behaviour and sends alerts at the right time. AI also helps to filter site visitors and make recommendations based on their interests. It collects information from site visitors based on their impressions and groups site visitors with similar interests and allows you to provide a unique user experience to different people.

Content personalisation is easy with AI, as the machines read all your text, metadata, length, and format to classify your content. Then the system determines what type of content to recommend for a user based on his interests. For content strategy, you have to look for the best digital marketing agency that provides professional SEO services in your city.

AI chatbots give uninterrupted customer service. Companies also use AI algorithms to adjust pricing based on different factors like supply, demand, customer location, and weather.

Risks of Personalisation & Data Collection

Mutual trust and commitment are essential prerequisites for data collection. If you provide too intrusive ads or irrelevant ads, your customers will leave you for your competitors. Companies selling data to third parties without notification break the law. They also will lose customer faith in the brand and lose revenue. When you use every piece of information at your disposal to make recommendations, they feel being under surveillance all the time.

Collecting more information also has an impact on your decision-making skills. With more data coming in, the information becomes irrelevant to you. It takes more time to organise the information you have collected. Collecting more data also means more storage, security, and maintenance. You are also responsible for protecting personal, financial, and health information about your customers from hackers.

Be Transparent

Your customers might not be aware that you are collecting data for business purposes. And when companies notify customers about the terms and conditions, it is too hard to understand their implications. Companies like Google and Apple want to ensure data privacy. Apple came up with an update in iOS 14.5 to allow users to choose whether they agree to share their unique Identifier for Advertisers (IDFA). Similarly, Google wants to do away with third-party cookies in Chrome by 2022.

These initiatives will have an impact on personalisation. But it shows that you need to be transparent and let your customers know that you are collecting their personal information. The best digital marketing agency that provides professional SEO services can help you balance personalisation and privacy.

Data Security

You have to protect your customers’ information against several threats. Data breaches affect your brand image. Customers lose faith in a brand that has leaked their personal information to a hacker. Encryption, tokenisation, and data masking techniques help you protect your customers’ data.

Ways to Build Trust

Build Control

Giving your customers more control when you collect data builds trust. You can allow them to monitor the data you collect and what you do with them. Your customers should determine what information to give and who should receive the information.

Leverage Data

Many companies collect data that goes unused. And you might not know what data you have already. Collecting less information allows you to focus more and minimises your potential threats. Having more data increases the likelihood of a data breach. You need to leverage and maximise the efficiency of the data you already have.

Comply with the government

Compliance is crucial, as companies that break laws pay hefty fines and incur penalties. Building trust with customers through compliance with the rules is necessary. It builds your brand reputation and gives you a competitive edge.

 

Nathan da Silva - Profile

Posted by: Nathan da Silva

Nathan is the Founder of Silva Web Designs. He is passionate about web development, website design and basically anything digital related. His main expertise is with WordPress, Magento, Shopify as well as many other frameworks. Whether you need responsive design, SEO, speed optimisation or anything else in the world of digital then get in touch. If you would like to work with Nathan, simply drop him an email at [email protected]

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How Can You Make Your Digital Marketing Effective?

Digital marketing can be hit and miss. Some campaigns you run can be super-effective and bring lots of new customers. Alternatively, you could create marketing that seems to barely have an impact. This can be frustrating for businesses.

Fear not! There is a host of simple things you can do to make your marketing more effective. Also, you don’t have to be a marketing specialist to incorporate these things into your campaigns. Anyone with basic internet knowledge and a keen eye for business can utilise the below things to improve the effectiveness of their digital marketing:

1. Use fun media like infographics and pins

The best marketing campaigns use images, audio, and video. Today’s average customer does not want to read a wall of text. They want to look at an image, or watch a video – they want simplicity and to digest your message quickly. As a result, you should incorporate fun media into your marketing. For example, you could create infographics about your business. Alternatively, many businesses utilise Pinterest to create informative and eye-catching pins about their products and services.

2. Incorporate branding elements for a uniform marketing campaign

Branding is a key element of marketing. It helps keep your brand cohesive and ensures that your customers can easily identify your business. You should use branding elements such as a company logo, colour schemes, and even consistent fonts in your marketing media. There are a lot of free apps available to create branding. Logo Creator, for example, is a free online resource that allows you to produce professional business logos.

3. Create an effective social media campaign

Social media is a powerful marketing tool. More importantly, it’s free to use! To have an effective marketing campaign, you must use social media. Create business profiles on popular sites like Twitter, Facebook, and Instagram. Also, create detailed profiles that utilise your branding. Finally, you must post regularly, and ensure that your content is relatable, interesting, and engaging. Also, try to incorporate backlinks, and include digital media in your social media posts.

4. Understand your CAC

CAC = Customer Acquisition Cost. This is the cost that you are spending to acquire each new customer. This is an important figure you should know. For example, you may be spending $5 to acquire each new customer, but they only bring an average profit of $4. Here you can see that you need to reduce the cost of your marketing or improve its effectiveness.

5. Use consistent language and terminology

The most effective digital marketing strategies use consistent language. The effectiveness of your message and marketing is diluted if your language changes from post to post. For example, on social media, you use informal, fun language, but in your blog posts, you only use a professional tone and jargon. Ensure that the phrases and tone you use is consistent across ALL of your digital media.

6. Use keywords in your written content

Lastly, keywords can be highly effective in marketing. The primary purpose of keywords is to boost search engine rankings. Google and other search engines look for target keywords that can be used to index and rank sites. You should aim to use your marketing as an extension of your SEO implementation. For example, using keywords in your social media posts and written marketing posts will help greatly.

If you need to improve your marketing, we hope these six tips will help. The key to successful marketing is to be consistent. You must also reinforce your brand identity. Understanding and connecting with your target customers will also help greatly.

 

Nathan da Silva - Profile

Posted by: Nathan da Silva

Nathan is the Founder of Silva Web Designs. He is passionate about web development, website design and basically anything digital related. His main expertise is with WordPress, Magento, Shopify as well as many other frameworks. Whether you need responsive design, SEO, speed optimisation or anything else in the world of digital then get in touch. If you would like to work with Nathan, simply drop him an email at [email protected]

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