Four Successful 2016 Innovations in Digital Marketingadmin
Digital marketing is a complex process that changes every year. Marketers are eager to find out which campaigns or tactics will reach their clients as 2017 hits its stride. To help get your creative juices flowing, let’s look back at some of last year’s most successful digital marketing campaigns and why they worked.
Market Your Newsroom
Clients want to know you are an authority on your topic. A good way to show your authority is connecting yourself to reputable news sources and providing timely news stories. Clients may get tired of clicking links and visiting other sites to obtain information, so set up your own newsroom on your website to market yourself as the best in your field. This will give you the freedom to select and report on stories that matter most to your audience. Danielle Morrill of Mattermark, a firm that collects information on the world’s fastest-growing companies, had great success with this in 2016.
Make Newsletters Fun
Many companies use newsletters, but they aren’t always productive, because they take time to read and clog clients’ inboxes. Marketer Susan Su solved these issues with Distro Snack, a “beyond quick” newsletter from 500 Startups. Su’s newsletters use short growth tips and fun GIFs to get readers’ attention.
Su and other marketers offer several tips to emulate Distro Snack’s success. Su advises using headings no longer than three to four words, and cutting content in half so users don’t have to scroll. Successful newsletters also have “click to call” links, so clients can immediately contact marketers.
David Gerhardt and David Cancel of the marketing firm Drift did something radical in 2016. They eliminated forms and gated content. Now clients immediately access the information they need, without inputting personal or irrelevant information. Eliminating forms also removes the need for constant content upgrades and data updates. Gerhardt and Cancel say that eliminating forms in digital marketing promotes authenticity and “takes marketing back to its roots.”
Engage the Senses
If you’ve been on Facebook lately, you’ve probably noticed several recipe videos. They’re from the Gauthier project Tasty, which Buzzfeed piloted in 2016. These short videos with optional sound show people how to make recipes in real time. They focus on how quickly you can make the recipes and how delicious and colorful the ingredients look. Thousands, perhaps millions, of people share Tasty videos every day, because the videos engage their senses. They find the look of the food intriguing and want to taste and smell it themselves.
Although your marketing may not involve food, you can engage your audience’s senses the same way. Give website visitors something engaging to see or hear. Offer steps or tips they can use in their own homes or on their own sites.