In digital, everything can (and should) be adapted to the natural behavioral fluctuations of the market. I have noticed that, in general, there are currently three well-highlighted paths in digital strategies around the world: digital advertising, influence and self-content. I see, in these three areas, advantages and challenges:
68% of marketers rate advertising as “important” or “very important” for the digital strategy (Hubspot); although digital advertising is not new in 2021, new implementation scenarios are now being put in place. On the one hand, the increase in investment has increased the use of ad blockers (Statista), forcing advertisers to rethink campaigns; on the other hand, the growth of new advertising spaces opens the door to the optimization of ads for different platforms and formats.
Perhaps because there are still no foolproof answers to these challenges – or because 70% of professionals continue to find better results in SEO than in PPC (Databox) -, digital advertising still does not dominate the global digital strategy. I see it, therefore, as a non-exclusive path to the future of digital.
Influencers remain a difficult element to balance in digital strategies. It is true that 89% of marketers believe in the effectiveness of the approach (Social Media Today), but the fatigue of promotional content is, more and more, a reality.
In order not to overwhelm the audience, many brands begin to privilege micro and nano-influencers (Digital Business Lab), opting to bet on specific market niches: 88% of professionals already prefer influencers with less than 100 thousand followers and 35% the maximum threshold goes down to 10,000 (Social Media Today).
Not anticipating, at all, the death of influence marketing in the near future, I see this path taking a direction that is familiar to me: we are not talking about the good old content strategy, but signed by an entity that is not the own brand?
51% of consumers turn to Google to study products before buying them online (Think With Google). Content remains a broad path to strategic success: in addition to the proven results, it has the advantage of being versatile in terms of formats.
In a context in which marketing budgets are tight, it is understood that the textual content is easier to guarantee; still, I continue to see great potential in the video, especially for those who arrive first.
I recognize, in this triad of paths, a complementarity that can bring brands everything they need to win in a post-pandemic and highly competitive market: digital presence, consumer recognition and quality of content. Starting somewhere, 2021 would start here – the rest the market will dictate.
Opinion article by Ricardo Carreira, Adclick CMO
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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