The metaverse is one of the most talked about digital marketing trends. It's a broad term that describes a variety of immersive virtual experiences that take place online, usually with other people. Major brands like Starbucks, Nike, and many more have already announced their plans to join the metaverse. While there's a lot of enthusiasm for the metaverse, most companies still don't have practical use cases or return on investment. If you want to get ahead of the curve, start experimenting with the metaverse and dive in personally.
Look for emerging opportunities in which your company can participate and keep an eye on other companies in your industry. The metaverse is still experimental for most companies, so don't worry about doing everything you can yet. Employee advocacy is another trend that's gaining traction. It's about getting your team or employees to talk and share on behalf of the company. More and more companies are realizing the power of their employees.
Employee profiles and personal assets tend to be more effective in reaching more people in a more authentic way than business accounts and assets. Harnessing this power is an untapped opportunity, especially in business-to-business (B2B) marketing. LinkedIn has been around for many years, but has recently seen record growth and engagement. It's expected to account for 25% of B2B advertising in two years, so there's a growing opportunity for companies to use the platform to grow. However, very few companies take advantage of this.
I'm guessing that LinkedIn will only continue to grow and the opportunity will only increase. Get in early to win disproportionately. While it's easy to get distracted by the metaverse, Web 3.0, NFTs, and AI, the reality of digital marketing is that the foundations of digital marketing continue to make up most of the results for most companies. Fundamentals such as your website, SEO, email, social media, digital ads, community management, and reputation management will disproportionately contribute to your results. B2B marketing can be considered boring or, at least, less exciting than its B2C counterparts. But that doesn't have to be the case.
As a B2B company, it's important to be creative in your marketing and use the channels and tools available to be memorable. As marketers, we all know the power of a great video campaign as a way to inform and connect. After all, 86 percent of companies use video as a marketing tool and 92 percent value it as an important part of their strategy (according to a Wyzowl study). For B2B companies, video can play an important role in the sales and marketing cycle. This is particularly true on LinkedIn, as video has become more popular on the platform and offers a way to connect with and influence customers. Social media is also an effective way for brands and their sales team to connect with customers.
This is particularly true for B2B companies that have longer sales cycles and rely on digital channels to provide useful and relevant information. Gartner predicts that by 2024 organizations with IT teams that understand customer needs will exceed customer experience metrics from other organizations by 20 percent. You may not have heard of GPT-4 (pre-trained generative transformer), but it's a cutting-edge tool that can help marketers automate many tasks. According to Clark Boyd, a digital strategy consultant, it could open up new opportunities for marketers. Right now, a lot of funding is going into startups that are trying to create content generation tools for social networks. So you could put a little bit of information about your brand into these tools and they would generate 50 ideas for your content - you would just drag and drop the ones that interest you most. The Content Marketing Institute found that while 78 percent of marketers have a strategic approach to managing content, only more than half have a documented content strategy as a reference.
With more automated tasks available, marketers will have more time to focus on creating unique customer experiences that keep people coming back for more. Email marketing is another important tool for digital marketers. It's the act of sending a commercial message usually to a group of people using email. Krista Neher is the CEO of Boot Camp Digital - she's a six-time best-selling author, recognized international speaker, and leader in digital marketing with 26% recognition. Vlogs and influencer marketing are also great ways to maximize profits and get your product in demand. A fun friendly face that target customers can identify with is a great way to build loyalty through your digital marketing efforts. Many companies must explore what hasn't yet been done with regard to creative marketing methods outside of traditional practices.
With many marketing teams now using real-time messaging platforms there's an excellent opportunity to reach customers quickly and directly - plus collect data at the same time. I think a lot of successful marketing campaigns are based on understanding your audience - what they need from you - so you can anticipate what they want and incorporate it into automation processes. It's not just about putting acid graffiti on your marketing materials and calling things “illuminated”.Thank you for this valuable information - these are great guidelines for digital sellers looking for continued success with their business strategies. Update your strategy with these ideas in mind and you'll be sure you'll get increased sales, brand loyalty, and digital tracking.