Marketing Flashcards
Conversion Rate Optimisation
Leads to more efficient and effective marketing strategies
We will need to become more immersive, interactive and personalised
Tools include Hotjar (web heat map), CommVersion (chatbot)
There are also tools for A/B testing, behaviour predication, content optimisation
Ethical considerations and privacy regulations may increase as customers become aware of how their data is being used
SEO Optimisation
Important to stay visible
Google have made an update towards ‘helpful content’, rewarding content that genuinely addresses users needs
Focus on expertise, experience, authoritativeness and trustworthiness (E-EAT)
Showcase expertise and credentials
Enhance authoritativeness with credible sources and citations
Improve user experience and accessibility
Encourage user engagement and feedback
Regularly updating content
Showcasing real-life experiences and case studies
Optimising for intent, as well as keywords
Implementing a rigorous editorial process to ensure accuracy and quality
Another new web vital from Google is Interaction to Next Paint (INP) measuring the responsiveness of a web page
SEO tools include SEMRUSH (competitor analysis, keyword tracking), AHREFS (domain authority)
Going forward we’ll be able to use AI more for content creation and optimisation, there will also be a greater focus on voice and visual search
Social Media
To use for lead generation, we need to lean the content into sales
All of the platforms are geared towards trying to retain users on the platform for as long as possible
They are extending into new realms including search and shopping
Instagram have announced videos should be between 30-60 seconds
Influencer campaigns should be geared towards using estate agents, not lifestyle creators
Company page for lead generation, development pages for awareness
We should keep an eye on social commerce, content authenticity and user-generated content
AI
Example is IKEAs app ‘Place’, which helps people envisage the IKEA furniture in the space
Chatbots
Provide direct and personal comms
Convenient and efficient
Allow us to leverage customer data and provide a 360 customer experience
Podcasts
Growing in popularity
A unique format that combines the intimacy of radio with the on-demand convenience of digital media
Very memorable
Email and SMS
Email is seeing a resurgence as the designs evolve (e.g. embedded videos, collapsable content)
SMS is important because it is immediate and has a high open rate, plus a larger audience than say social media
Omnichannel Marketing
Marketing that’s integrated across channels, providing a seamless experience
All touch-points provide a cohesive brand experience
Advanced segmentation and personalisation
Engagement insights
For example, Force24
Capture the data > segment the data > create meaningful journeys with triggers and bespoke content
