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With all that talk about chatbots, the reality of modern marketing becomes clear: it’s more conversational. People want it that way, and so brands are reacting. When consumers have a question, 82% want an “immediate” response. Conversational marketing facilitates a one-to-one, real-time connection between marketers and customers: Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best. As per David Cancel, founder and CEO of Drift: “Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.
Content marketing is a type of digital marketing that focuses on creating and distributing content for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal is to drive a profitable customer action. The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart from traditional spammy advertising. The target audience should want to seek the content out and consume it. In the broader sense, content marketing is part of every other digital marketing activity, be it social media marketing, SEO, or email marketing. Quality content should be the core of every other marketing activity you pursue. Some examples of content marketing include: blog posts, videos, podcasts, infographics, white papers, case studies, ebooks. Discover more details on Pittsburgh SEO Company.
Of all the channels we cover in this article, finding new innovation in email marketing techniques is the most challenging. Most email marketing techniques are well established and most recent trends related to improving relevance and interactivity on smartphone. This recent report benchmarking email experiences of retail and travel brands gives a good summary of the state of the art. In terms of techniques, Striata has a great summary of Email trends, which is how I see innovation in email marketing – it’s all about integrating email with content marketing at the right time in customer journey across omnichannel touchpoints
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