Promoting business through digital marketing in 2022

Every year the digital environment evolves and new trends emerge. Focus on ecommerce it is more and more accentuated. The applications we use are constantly being improved to create engagement and an increasingly accessible and intuitive shopping experience.

Since 2020, we have witnessed significant changes in the use of social networks, the economy “shifting” its focus to online. The increase in time spent on social networks has forced large platforms to intensify their “offers” for both consumers, creators and brands. These changes are just one part of the whole ecosystem.

In the following I will review the main conclusions coming from the promotion of the brands in the portfolio Agency our.

How important it is to have an integrated marketing strategy

If 2021 made us focus on one thing in particular, I would mention integrated marketing campaigns. This is certainly not a new thing, but the good part is that more and more brands have been more receptive to complex and diversified strategies promotion. They understood that development is not just about conversion goals and ROAS. Healthy growth also requires sustained effort in the area of ​​awareness, combining marketing performance channels much more with the creative area.

If I were to mention some of the issues that have grown, I would list education through blog posts, press releases, participation (more online) in profile events, more intense activity in the YouTube area or influencer marketing . And last but not least, TikTok campaigns developed both on brand accounts and through partnerships.

All this can be part of a digital marketing strategy that delivers the brand’s message to potential customers, from the discovery stage to the actual conversion. And this is a piece of advice that I would give to all those who have a business and want to scale it in 2022: to aim for a complex strategy and not be limited to the best performing channels. Growth can exist anyway, but by limitation it will be more difficult. And not to see the budgets allocated for awareness as a loss. In the short term, significant results may not be seen, but in the medium and long term, it certainly helps to grow the brand.

Is it getting more and more expensive to promote ourselves?

If we talk about paid promotion, the answer is yes. This, compared to previous years, especially 2020. It is also normal. 2020 was an atypical year. Many businesses have reduced their marketing budgets, and display space has become cheaper. This also meant lower website traffic. In 2021, things have changed. Analyzing over 250 accounts in the agency’s portfolio, we saw that CPCs on Google increased by 11%, and on Facebook the cost / link click also increased by 42%. And overall budgets invested in campaigns have been increased to cope with rising promotion costs.

What I noticed for those brands that had a sustained communication both in 2020 and in 2021, was the better quality of traffic, the increase of the average session on the site and the conversion rate. Basically, during this time, customers became loyal and the brands also increased their exposure.

We certainly expect increases in promotion costs in 2022 as well, maybe not as high as in 2021, but the premises are enough. That’s why it’s important to exist promotion actions with long-term goals education, awareness and engagement campaigns.

Should we include TikTok in the promotion strategy or not?

First of all, I should ask you: does TikTok fit into the specifics of your business? Could you generate content for this application?

TikTok dominates the top of the most downloaded applications for almost 2 years. There is a clear interest in all that is meant to be fun, original video content. The accessibility of creating such videos has made this application grow exponentially, and Romania is no exception.

More and more brands have developed accounts and partnered with influencers. Although we can’t talk about performance at the moment, brand communication in this application will be part of more and more digital marketing strategies.

TikTok’s algorithm is different from Instagram. Video suggestions are based on the type of content users are interacting with, not necessarily based on the content created on the tracked accounts. Hence the potential for rapid growth of small accounts, which initially have few followers. The creative side has a hard word.

What you should know about TikTok

Although TikTok was originally listed as mostly used by children, in Romania over 93% of users are over 18 years old, the majority being in the age range 18 – 24 years, followed by 25 – 34.

Its popularity has led to similar features appearing in other applications. Everyone knows about Instagram Reels, right? On the other hand, TikTok will have to develop ways to monetize creators. Thus, they will continue to create content in the application and build their audiences. It remains to be seen whether other platforms will provide better monetization solutions over time, with higher revenues, in which case we may witness a migration.

Video tips and virtual gifts in TikTok are already valid for a number of creators in the live card. They will soon be available for regular videos as well. Eligibility criteria include at least 1,000 followers, at least 1,000 views, and 3 videos posted in the last 30 days. These criteria may vary by country. To that is added Creator Marketplace, where brands can find influencers and create partnerships.

Integrated online promotion solutions

One of the key objectives within Gun agency Media, is to offer integrated online promotion solutions. We don’t believe in halves, that’s why over time we’ve built services that together can really grow an online brand. Hence the idea of ​​”one stop shop for digital marketing services”.

If initially we focused quite a lot on the area of ​​marketing performance (Google, Facebook and Instagram Ads campaigns), to which SEO was added, later we diversified the range of digital solutions.

For the discovery area we added Pinterest Ads, for the professional area we added LinkedIn organic & Ads, and since 2021 we have built an entire content marketing department that will “give voice” to the brands we work with. Because we also like TikTok (although we don’t want to admit the little addiction), we also launched the first TikTok Ads campaigns, and the results can be said to have exceeded expectations both in terms of engagement and conversions.

Why work with an online brand development agency?

Choosing an online marketing agency is not an easy process, even if you have worked with other agencies in the past or are just starting out.

Over time I met owners who promoted their own brand and needed more time to focus on business development, owners who had a marketing department but lacked the performance area or business owners with businesses at the beginning of the road. , without experience in digital marketing… the list goes on. They all have different needs, distinct targets and work in various niches.

For us, as an agency, it is essential to understand the business, the services / products, the strengths, the weaknesses and the opportunities. Therefore, the audit and the initial discussion are essential. For the client, the know-how, the strategy, the creativity, the sustained feedback and the results matter. One thing is for sure: a lasting partnership is needed for results.

Claudia Dragulin, Head of Strategy Gun Media

At Gun Media, we help businesses scale, effectively using online marketing tools in a performance system: we deliver content marketing strategies and manage integrated Social Media, Google Ads, YouTube Ads and SEO campaigns. In our team we have specialists with over 11 years of experience, professionally trained in international online marketing agencies.

We are actively involved in understanding the businesses we promote and we use the experience gained in the field to achieve our goals.

Source: IQads by

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