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Digital marketing, riding waves of new consumer trends

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MARKETINGMAG - Issue No.14

”Tips on how you can adapt to ride the waves of these new consumer trends.” People are using a combination of phones, tablets, computers and TV screens to consume digital content. Would you put the same content on a billboard and a newspaper ad? No. The message is the same but the use of layout, number of words, etc., would be vastly different. There is an amount of information that someone can look at on a mobile screen vs. a computer screen.

  1. Start with analytics In traditional marketing, you are running oracle pivots or any other software to analyse the impact of activities on your sales. Of course, you may have a whole plethora of other analytical tools. For digital marketing, always look at your analytics and insights – the good news is that most of them are free tools, they include:
    Google Analytics – for Webpages. No, they do not cost a fortune to set up and the code is free. Learning how to read analytics can be time-consuming but any question you have, just Google it away; answers are so much closer than you think. 
    Insights – for social medias. Most of them have their own systems of analytics. Facebook insights is a great example; it will give you an indication of how engaging and responsive is your target audience. Any other analytics – for example if you are in the hospitality sector, comments such as those on TripAdvisor are nuggets of gold. Do not discard this information because they mount up and can help build your reputation.
  2. Multi device interactions It is important to understand that your consumers may not be accessing your information from a PC at a specific time of the day. Marketers tend to go on insights and look at which posts got more response and then define a “peak” time. Yes, of course, it may be more beneficial to run a post at 9am in the morning instead of 3am on a Sunday, but it is important to understand that your consumer may be accessing your information through multiple devices; the device they choose is defined by their context. 



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