Digital and social marketing trends constantly evolve and change as new technologies and techniques are developed, making knowledge of new and upcoming trends vital for a successful digital marketing campaign. The world of affiliate marketing similarly undergoes continuous change as technology in telecommunications and social media evolve.
Affiliate marketing has grown in recent years and has become an important element for a successful digital marketing campaign. Businesses that want to establish a strong online presence need an effective marketing campaign.
‘A recent Fluent survey found that 47% of shoppers who engage with retailers across 10 or more channels make purchases from their favorite retailer’s website at least once a week, compared to just 21% for those who engage across one to four channels.’
‘And social is becoming increasingly important, as Epsilon found that retailers’ social channels led 29% of US shoppers to try a new brand or product. That figure was 28% for brands’ social media and 22% for consumers’ friends’ social media.’
Click here to read the full article from businessinsider.com.
Forecasts have suggested that by 2020 affiliate marketing expenditure could equal 6.8 billion US dollars, as companies use it to engage with target audiences. The online shopping experience for consumers is increasingly being influenced by digital marketing, therefore with this in mind, we could expect further developments in affiliate marketing.
So, here are a few trends that Ben Givon suggests could appear in the world of affiliate marketing.
What is influencer marketing and why is it important?
Influencer marketing is used in social media platforms by social media influencers who create engaging online content in which they act as a consumer, leaving reviews and asking questions that potential buyers could be interested in. Influencer marketing is not just limited to celebrities but ordinary people with experience and knowledge of the product or service that they are engaging with. Results from the Influencer Marketing Hub 2017 Study claim that:
- ‘There has been a 325% increase in searches for the phrase “influencer marketing” on Google alone over the last 12 months. Clearly, it is now a hot topic, and this is leading to more people wanting to educate themselves about influencer marketing, as well as find influencer marketing platforms and agencies.’
- ‘Businesses are receiving $7.65 on average for each $1 they spend on influencer marketing. The top 15% are actually receiving more than $20 for every influencer dollar spent, although 25% are either losing money or just breaking even.’
- ‘Content marketing is now so firmly established that 57% of marketers have stand-alone budgets for it. Influencer marketing is sufficiently mainstream that more than a third of responding forms now budget for this, too.’
Ben Givon suggests that popularity in influencer marketing is increasing because blogs and video content have been having a stronger impact on the way consumers are affected and swayed during the buying process.
How can I craft and conduct a successful influencer marketing strategy?
- Firstly, you need to establish what your targets are and what the outcome of the campaign is. By knowing where you want your campaign to go you can point the influencer marketing process in the right direction from the very start.
- Secondly, consider providing some examples of content that you deem appropriate for your campaign. It will give the influencers a good idea of what it is that you want your campaign to convey to its consumers.
- Finally, you could use trial and error techniques to determine which influencer marketing strategies works for your campaign. Compare the results from one campaign to the other and implement changes and improvements that you uncover along the way.
What is voice search and what role does it play in the development of digital marketing?
Voice search is on the rise and is gaining traction as a trend in the marketing world. With technological developments including Amazon’s Alexa and Apple’s Siri, the use of voice search is growing.
Gartner.com predicts that by 2020, 30 percent of all internet browsing could be executed through the use of voice search. ‘Many teens already use voice search daily and new audio-centric technologies, such as Apple’s AirPods, Google Home and Amazon’s Echo, are turning “voice first” interactions into ubiquitous experiences. By eliminating the need to use your hands and eyes for browsing, vocal interactions extend the web experience to multiple activities such as driving, cooking, walking, socializing, exercising, operating machinery, etc.’
Taken from gartner.com.
Can voice search help boost a marketing campaign?
The spoken word is different to the written word; the way a person speaks differs to the way a person writes; therefore, you need to bare this in mind when setting up search terms and meta descriptors. Ultimately, you will need to investigate how your audience and consumers are describing the products or services that you are offering.
The importance of data
‘Ninety percent of the data in the world today has been created in the last two years alone. Our current output of data is roughly 2.5 quintillion bytes a day. As the world steadily becomes more connected with an ever-increasing number of electronic devices, that’s only set to grow over the coming years.’
‘As a whole, the Internet population has grown by 7.5 percent since 2016 and now includes over 3.7 billion humans. In terms of data usage, that’s a hell of a strain. On average, the US alone spits out 2,657,700 gigabytes of Internet data every minute.’
A successful marketing campaign needs to pay close attention to the data collected and take appropriate measures to improve weak areas and boost strong areas that are working.
Optimizing affiliate marketing campaigns towards mobile devices.
As mobile devices develop and innovations in the telecommunications industry continue, the number of users who browse the internet on mobile devices is growing.
‘The number of mobile phone users in the world is expected to pass the five billion mark by 2019. In 2016, an estimated 62.9 percent of the population worldwide already owned a mobile phone. The mobile phone penetration is forecasted to continue to grow, rounding up to 67 percent by 2019. China was predicted to have just over 1.4 billion mobile connections in 2017, while India was forecast to reach over one billion. By 2019, China is expected to reach almost 1.5 billion mobile connections and India almost 1.1 billion.’
Click here to read the full report by statista.com.
In terms of optimizing your marketing campaign for good SEO, you need to ensure that your website is enhanced towards mobile devices, with fast loading speeds and compatibility. A survey by Statista in April 2019, showed that more than 50 percent of Google searches were made on mobile devices which means that you ought to optimize your marketing campaigns to suit mobile devices to increase leads and conversions.
What is native advertising and why is it so important?
Native advertising is paid advertising that is so well integrated into the platform and overall layout of the website in which they are posted that they become difficult to differentiate from the authentic content.
‘Using written content, native advertising is essentially an ad that’s disguised as original content by the platform. Think of it the same as a traditional PPC ad on the Google SERPs. Though they clearly say “ad,” they’re still interspersed with other “non-ads” in the results. Advertisers have found that these ads are extremely profitable, nonetheless. Plenty of people continue to click on those ads and buy those products. Native advertising takes the same principles as these other ads and inserts them into written content.’
Click here to read the full article by ignitevisibility.com
Ben Givon raises the issue that along with the growing concerns regarding personal data protection, users are searching for alternatives to the mainstream corporate websites and social media platforms such as Facebook and Google. Therefore, affiliate marketing needs to pay attention to upcoming startups as alternatives make an entrance.
What is Ben Givon’s take on push traffic?
Push traffic is a great way of maximizing your marketing campaign’s exposure to mobile devices. With push traffic, users are shown tailored notifications that are based on the search history and often ask the user whether he or she would like to receive the push notifications or not; this means that you gather a tailored audience of consumers who are genuinely interested in following and keeping up-to-date with news and offers surrounding your affiliate marketing campaign.
Ben Givon’s final piece of advice for leveraging upcoming trends to help boost your affiliate marketing campaign is to explore unique and contemporary marketing methods, such as influencer marketing, push traffic, native ads and many more, as they help to increase your conversion rates by reaching and appealing to wider audiences.