5 New Digital Marketing Tactics to Consider for Your 2021 Marketing Plans

The year 2020 is not quite finished yet, but forward-looking marketing departments are already developing their plans for 2021. Many marketing departments will branch out into new tactics in the coming year. The following discusses five such digital marketing tactics that you may want to consider in your plans for 2021.

Addressable TV Ads (OTT)

OTT stands for "over the top," and refers to content or advertisements that are consumed via the Internet, as opposed to more traditional channels (like broadcast TV, and radio). OTT service providers include streaming giants like Netflix, Hulu, Amazon, and Disney+. Moreover, certain apps such as Google Play or iTunes also fall into this general category.

OTT service providers often allow marketers to place addressable TV ads on their platform. Addressable TV advertising is a way for companies to target consumers of their video content on a very granular scale. Unlike broadcast TV commercials, two households that watch the same program via OTT services may view completely different ads. Addressable TV ads are a great way for marketers to target specific segments of their audience to reach the right people with the right message.

Pre-Roll Ads

Some marketers use the word "pre-roll" as an umbrella term for all video ads. However, in its strictest sense, a pre-roll ad is a commercial that plays before the start of an OTT video. For example, YouTube commercials that come on before the start of a video would be considered pre-roll ads. Leveraging pre-roll ads as a marketing tactic is a great way to step up your game. 

Programmatic Ads

Programmatic advertising can be defined as "a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps... [It] makes it possible to purchase and place ads, including targeted advertising content, in less than a second." In other words, companies can bid for advertising spots on vast networks in real-time, according to a predefined set of parameters. If a company wins the bid, then its ad is shown to the website user in place of any other.

The pricing and practical value of programmatic ads are superior to that of ordinary ads, largely because of the targeting capabilities inherent in this strategy. For example, if you want to only target consumers that visited your website within the past three days, then you can bid on programmatic ad spots that meet that criterion. 

Psychographic Audience Segmentation

When it comes to audience segmentation, many companies stop at demographic and geographic segmentation: external features and physical locations shared by a certain group. However, more and more marketing departments are investing in psychographic segmentation — segmentation of your consumer base by beliefs, personality, lifestyle.

Psychographic segmentation provides a more nuanced interpretation of the elusive "ideal customer." For example, not all members of the same age group would necessarily be interested in the same product. However, consumers that subscribe to a certain lifestyle (the "surfing lifestyle," for instance) may all have a measure of interest in a particular product or service, regardless of age.

Geofencing

Geofencing is a marketing tactic/technology that creates a virtual perimeter around a real-world area. It's an excellent way to target consumers within a certain radius, either in terms of inches, feet, meters, or miles.

Geofencing is often used as part of a mobile marketing strategy. It leverages GPS data to trigger certain marketing actions. For instance, a consumer that walks past a physical storefront may receive a push notification on his smartphone that contains a special in-store promotion. 

Geofencing can also be used in conjunction with experiential marketing (an app with an "in-store mode" that helps consumers locate a certain product) or event marketing (the gamification of certain aspects of the event by means of a dedicated app).

Partnering with Experts to Navigate New Tactics

The five digital marketing tactics discussed above can lead to increased advertising ROI, more leads, and a higher volume of sales. However, each tactic does come with a steep learning curve. 

If you don't have the resources or expertise to develop these new tactics on your own, then you should consider partnering with a reputable marketing agency that has the know-how to effectively implement these techniques. 

If you work with such an agency, then your marketing team will be able to focus on the more strategic aspects of your business plan, while agency specialists hammer out the technical details. In the end, you'll be able to reap the benefits of expanded tactics without sacrificing your core competencies or workflow along the way.

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