Segmentation: More
focus has been placed on segmentation within digital marketing, in order to
target specific markets in both business-to-business and business-to-consumer
sectors.
Influencer Marketing: Important nodes are identified within related communities,
known as influencers. This is becoming an important concept in digital
targeting. It is possible to reach influencers via paid advertising, such as
Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM
(social customer relationship management) software, such as SAP C4C, Microsoft
Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters
level, on engagement strategies for influencers.
Online Behavioral Advertising is the practice of collecting information about a user's
online activity over time, "on a particular device and across different,
unrelated websites, in order to deliver advertisements tailored to that user's
interests and preferences.
Collaborative
Environment: A collaborative environment can be set up between the
organization, the technology service provider, and the digital agencies to
optimize effort, resource sharing, reusability and communications. Additionally, organizations are inviting
their customers to help them better understand how to service them. This source
of data is called User Generated Content. Much of this is acquired via company
websites where the organization invites people to share ideas that are then
evaluated by other users of the site. The most popular ideas are evaluated and
implemented in some form. Using this method of acquiring data and developing
new products can foster the organizations relationship with their customer as
well as spawn ideas that would otherwise be overlooked. UGC is low-cost
advertising as it is directly from the consumers and can save advertising costs
for the organization.
Data-driven Advertising: Users generate a lot of data in every step they take on
the path of customer journey and Brands can now use that data to activate their
known audience with data-driven programmatic media buying. Without exposing
customers' privacy, users' Data can be collected from digital channels (e.g.:
when customer visits a website, reads an e-mail, or launches and interact with
brand's mobile app), brands can also collect data from real world customer
interactions, such as brick and mortar stores visits and from CRM and Sales
engines datasets. Also known as People-based marketing or addressable media,
Data-driven advertising is empowering brands to find their loyal customers in
their audience and deliver in real time a much more personal communication,
highly relevant to each customer’s moment and actions.
Remarketing: Remarketing plays a major role in
digital marketing. This tactic allows marketers to publish targeted ads in
front of an interest category or defined audiences generally called searchers
in web speak, they have either searched for particular products or services or
visited a website for some purpose.
Game Advertising: Game ads are advertisements
that exist within computer or video games. One of the most common examples of
in-game advertising is billboards appearing in sports games. In-game ads also
might appear as brand-name products like guns, cars, or clothing that exist as
gaming status symbols.
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