{"id":12595,"date":"2022-04-20T11:28:26","date_gmt":"2022-04-20T08:28:26","guid":{"rendered":"https:\/\/www.minio.ro\/?p=12595"},"modified":"2022-04-20T17:45:53","modified_gmt":"2022-04-20T14:45:53","slug":"how-to-build-a-strong-digital-marketing-strategy-that-maximizes-your-campaigns-impact-in-an-unstable-2022","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/how-to-build-a-strong-digital-marketing-strategy-that-maximizes-your-campaigns-impact-in-an-unstable-2022\/","title":{"rendered":"How to build a strong digital marketing strategy that maximizes your campaign’s impact in an unstable 2022 – 7 examples of concepts to apply"},"content":{"rendered":"
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Minio’s Digital specialists, Simona Fugaru<\/a> and R\u0103zvan Sarivan<\/a> tell us their perspective on digital campaigns in 2022 and update the communication mixes with 7 fresh proposals.<\/span><\/strong><\/em><\/p>\n

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\"\"The increasing diversity of new trends, platforms, formats, rapidly changing user consumption and industry competitiveness is a challenging process for any communications or marketing person.\u00a0<\/span><\/p>\n

The current context comes with huge pressure on marketing and communication people, with budget adjustments, communication caution or project postponements. But the main focus remains on results and achieving objectives.<\/span><\/p>\n

For an easier and more relevant choice, an impactful one, we come to your aid with recommendations of 7 concepts that should not be missing from your communication mix<\/strong>.<\/span><\/p>\n

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The user is i<\/span>ncreasingly selective<\/strong> online and their attention is just as hard as ever to grab. The user’s online content consumption habit has changed a lot lately, in the sense that they are <\/span>much more attracted to content generated as organically as possible, non-ads, UGC<\/strong>, which has been amplified by the pandemic context and excessive marketing of previous years.\u00a0<\/span><\/p>\n

A great example of a campaign that focuses on customer satisfaction and service quality is “A service company selling shoes<\/strong><\/em>” from Zappos<\/em>. Zappos doesn’t sell shoes, clothing and accessories, Zappos sells services and incidentally sells something else, Zappos solves problems<\/strong>. Read more about Zappos’ strategy here<\/a>.<\/span><\/p>\n

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The amount of advertising we are exposed to will increase, so will the number of products we can choose from and it can all get tiresome for the consumers. The trend is for brands to move towards developing integrated campaigns that deliver remarkable user experiences or try to create a more personal relationship with people. As Joel Rathelson<\/a> says “We don’t choose brand A over brand B because A is better, but because we’re sure it’s good.<\/strong>” Consumers buy products they trust, the focus on efficiency and metrics is vital, but no longer enough. This trend is also validated by Rory Sutherland (in the book “Alchemy<\/a>“): “Don’t put efficiency ahead of customer experience<\/strong>“.<\/span><\/p>\n

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What does cookieless era mean? It means, loosely translated, the absence of personalised user behaviour data<\/strong>. The direct effects of this change will be felt very strongly throughout the digital marketing industry and will completely change the way certain channel mixes are now used in campaigns, the most affected segment will be Ads. We estimate that the change will come from mid-2023<\/strong><\/em> at the earliest, and by the end of the year when we run out of cookies<\/em>.<\/span><\/p>\n

The focus will shift towards collecting data directly from users<\/strong>, which cascades into the growth of other strategic digital marketing components such as email marketing<\/strong> or lead generation campaigns<\/strong>.\u00a0<\/span><\/p>\n

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Dstlery.com<\/a> is one of the pioneers of behavioural targeting<\/em> that uses artificial intelligence to track user behaviour without storing confidential data.<\/span><\/p>\n