Digital marketing is increasingly data-driven

In the past, marketers relied primarily on gut feeling and personal preferences when making a decision. In the future, data - and not opinion - will be the most important thing to take into account. Marketing is therefore no longer an activity where you can just throw some money in the hope that it works: every investment must be carefully discussed and planned.

Marketing analytics

This evolution is of course the result of the rise of marketing analytics : this software shows website visits, CTA-clicks, conversion rate, ... with one simple mouse click. An ideal tool for marketers, in other words, to scientifically analyze what works or not.

What should you keep an eye on?

Marketing Ready Leads : Which of your leads are ready to be addressed by your sales team - and where are they coming from?

Lifecycle funnel : how are your contacts distributed in the funnel? What is the effective lead percentage?

Blog leads : where do the people who convert through your blog come from?

Contacts by conversion : how many contacts convert on your most popular pages? What kind of conversion do we get per page?

Lead to customer ratio : what percentage of your leads actually become customers?

Contact us . persona: how many of your contacts belong to your buyer persona (s)?

Once you have set a number of benchmarks, you can start asking questions:

"Why is this metric always so low at this time?"

"What caused this big increase?"

From here you can formulate and test a number of hypotheses. And this gives you more data, so that you can work even more focused. A vicious circle with a happy ending!

# 2 Digital marketing is increasingly personal

Research has shown that just under 75% of online consumers are frustrated by websites with irrelevant content. This is just one indication that the traditional one-size-fits-all approach to content is ready to be disposed of. That is why there is an increasing focus on personalization: we want to provide people with an experience that reflects their preferences and behavior - and therefore also responds to what they will need in the future.

Smart content

If you use 'smart content', you can go much further than just personalizing an email or e-book. You can extend this personalization to your homepage, landing pages, web pages, forms and CTAs. The content you show, you show very consciously - and it is based on the information of contacts and visitors that you already have.

Smart content therefore ensures that your customers, leads and visitors receive an experience that is fully responsive to their specific needs.

Create buyer personas

To figure out what content you should show to your current target, it is recommended to create buyer personas . These representations of your ideal customer will help you better understand the prospect. After all, you learn about:

their core characteristics

their preferences

their goals

their pain points

When you have gathered all this information, you will be able to find the topics they are working on every day.

# 3 Digital marketing will increasingly revolve around integration

In the past, your marketing tactics were scattered: you did your SEO here, you did your social media marketing there, and your blogging was done elsewhere. The problem with this was that it became almost impossible for all these different technologies to communicate with each other. And this made it completely impossible to get a clear overview of your marketing activities.

Since the emergence of integrated marketing platforms , this fragmentation has started to disappear: with marketing automation we have an all-in-one system that allows you to manage your SEO, social media, blogging, landing pages, CTAs, email and analytics in one place. Useful!

# 4 Digital marketing is getting more native

Native ads are designed to integrate naturally into publications (or other media) that people enjoy. So we no longer have to deal with ads that are interruptive and disruptive. Besides 'sponsored stories' that appear on BuzzFeed or in The New York Times, for example, there are also other forms of native advertising:

Are you using native advertising correctly? Then you have a great opportunity to expand your reach without being interruptive.

# 5 Digital marketing is becoming increasingly mobile

Mobile optimization is an important factor for:

a good user experience.

high ranking in search engines.

That's why Google always recommends responsive design: after all, this provides a consistent experience for visitors who use different devices. Through this technique, your content automatically adapts to different screen sizes and directions. The technology behind this also uses (largely) the same HTML and URLs across devices, making it easier for search engines to find and index your web pages

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