Wondering how you can get the most out of your digital marketing campaigns over the next few months? We gathered insights from our industry experts to understand what top digital marketing trends to expect for the rest of the year.
From introducing new online tactics to changes in consumer privacy, here's a sneak peek at some of their digital marketing trends and predictions for the second half of 2020.
2020 social media marketing trends
Insights from Drew Crawford, Senior Account Manager, Ad Operations, AdParlor
In order to survive unpredictable events, companies must adapt quickly as situations change. How can companies continue to resonate with customers?
The pandemic has accelerated new service offerings, most of which were previously overlooked. With 75% of Americans continuing to shop online at least as much as retail stores, it will be important for brick and mortar locations to continue to offer the online purchase and in-store pickup (BOPIS) option. The move towards ship delivery to shorten lead times and others that have introduced new delivery options for the first time will also be crucial in the second half of the year.
Online trading has a number of new tactics deployed across multiple channels. While some companies are pulling out, others are expanding onto new platforms (like Pinterest and TikTok) to expand their reach and reach new audiences. Free shipping has become a major driver of still inventory, while revamped news is redefining everyday CPG products as essential to our overall wellbeing.
We are still in the first wave of COVID-19 and a second is not unlikely. As cases continue to rise in the US, companies need to plan to use these practices for a long time, but also be willing to turn around because if 2020 has taught us anything, nothing is predictable. Those who wait are left behind.
Learn more about AdParlor's advanced media purchase capabilities Here.
2020 programmatic advertising trends
Insights from Morgan Rigsbee, VP, Product & Strategy, Fluent Programmatic
What is driving the current move away from third-party cookies, and what do you think will replace them?
The main driver of this change is consumer privacy. Consumers want more transparency and control over which companies get visibility, traceability and usability of the information gathered during their internet activity. While policy changes like GDPR and CCPA have certainly sped up these efforts, Google's plan to remove third-party cookies by 2022 has officially alerted the entire advertising industry. With essentially all browser traffic soon to disable or limit third-party cookies, the industry needs to find a new currency to make targeting, frequency limiting, and mapping easier.
There are many initiatives, such as Google's Privacy Sandbox and IAB's Project Rearc, that encourage collaboration in finding solutions that will help improve the digital ad ecosystem. The challenge will be to standardize something that works across channels. However, I believe the most likely and realistic option is to switch to an identity-based identifier that comes from first-party deterministic data.
Given these changes, how can brands, especially in the CPG or Retail category, better connect with and tailor the customer experience to new and existing customers?
The possible move to an identity-based identifier poses a major challenge for CPG companies, publishers and other stakeholders who do not have the same registry-based data set that is available in the walled gardens. The most important thing for brands, CPG, or other businesses to be cultivating as much deterministic data from first party sources as possible.
Whether directly or through a partner like Fluent, brands must create an exchange of values in which a consumer knowingly and willingly provides their data and marketing permissions to use it. Additionally, brands need to focus on scalability and portability and make sure they have the infrastructure to manage and distribute this data. For most brands, this means using a combination of CDP, DMP and on-boarding partner.
Learn more about Fluent's data for programmatic targeting Here.
2020 mobile app marketing trends
Insights from Christina Diederich, Senior Director, Performance Marketing, Fluent
Mobile gaming turned out to be a focal point for entertainment during the quarantine. What does the future of the game industry look like after COVID-19?
Nationwide orders for staying at home have changed the gaming landscape for both long-time fans and first-time players. Media consumption habits increased across all devices during the pandemic. More than half of Americans spend more than an hour playing games every day. 46% of US consumers started playing new games on their phones and other devices during this time. 67% of them plan to keep playing the same games as states relax restrictions and work towards restoring a sense of normalcy.
The introduction of new games during quarantine means a dramatic increase in the overall national player population. For app developers who have seen a surge in new users in the past few months, it's all about customer loyalty. Dedicated graphics and strong CRM efforts like push and email notifications are key to transforming newly hired players into returning players.
What can app marketers do to get engaged, high lifetime value users?
Once key performance metrics like engagement, customer loyalty, and in-app purchase rates are set, identifying your most valuable users is a critical step in ensuring the continued profitability of your app. Having an accurate model for predicting lifetime value is key so that app developers can create a sophisticated targeting and pricing strategy for different audience segments.
Postbacks can be used to track not only top-of-funnel actions like an installation, but also lower funnel events like a level complete or in-app purchase within a game. This type of performance data helps marketers determine the most effective targeting and optimization strategies for their top performing audience segments, media channels, and traffic sources.
Learn more about Fluent's solutions for mobile user acquisition Here.
2020 Email Marketing Trends
Insights from Sabiha Tudesco, Senior Director, Strategic Accounts, Fluent
What email marketing tactics can help advertisers win in the second half of the year?
In this time of change and uncertainty, it's important to create messaging-themed campaigns to make consumers feel supported.
Below are some email best practices that marketers can use to build the loyalty of their most valuable customers and re-engage those who fell off in preparation for the upcoming holiday shopping season.
- Immediately greet and let your new subscribers know you care and look forward to communicating with them.
- Establish a regular cadence for sending content that is informative, engaging, and inviting.
- Send your consumers a thank you message with a discount code or short term promotion every 1-2 months to show your appreciation for their loyalty.
- Send out reengagement email to less frequent openers once a month, including a discount or promotion, to get them back on your brand.
How is the value of email developing?
Email is no longer just a tool to aid CRM marketing efforts. As the central point of our digital identity, we use it to log into all channels online. Rather than just running email campaigns, advertisers can use this unique identifier to reach new and existing customers at various touchpoints throughout the consumer journey.
For example, many DSPs and DMPs now offer lookalike modeling capabilities based on first party data points. This enables marketers to extend the use of email beyond CRM initiatives and use email data to find new customers who fit the same profile as their most valuable customers. Email is the most valuable match key for addressability and forms the foundation of an omnichannel marketing approach.
Learn more about Fluent's email marketing solutions Here.
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