While income from sales transactions will always be important, digital marketers are increasingly recognizing the need to provide value beyond just making sales. Customers now expect brands to offer relevant and useful information that improves their lives. To begin with, customers have more options than ever before. If your brand only talks about your products and promotions, customers will tune out and turn elsewhere. However, by providing valuable information and resources, you distinguish your brand as a helpful partner. Furthermore, valuable brand content unrelated to sales can earn customers' trust over time. When customers do have a need, they'll be more likely

A/B testing involves comparing two versions of a digital marketing element like a webpage, video, ad or email to determine which performs better according to key metrics. Using this technique can optimize the effectiveness of your digital efforts. How A/B Testing Works With A/B testing, you create two versions of a piece of digital content - Version A and Version B. These versions may differ in minor textual elements like headlines, captions, calls to action or button text. Or they may have more substantial visual differences like alternative page layouts, various product images or different types of videos. You then expose

As consumers increasingly prioritize sustainability and eco-friendly products, leveraging brands' positive environmental impact through 'green marketing' strategies is poised to become an essential component of digital marketing in 2023. Here are factors driving the rise of sustainability marketing and strategies brands can adopt. The Rise of Sustainability Values Multiple consumer trends point to sustainability gaining prominence as a factor in purchasing decisions over traditional product attributes like price and quality. Recent surveys find a majority of consumers, especially Millennials and Gen Z, are willing to pay more for eco-friendly products. Sustainability also ranks as one of the top reasons consumers choose certain

'Dark social sharing' refers to content that is privately distributed by users through channels like messaging apps, emails and file transfers instead of public social media platforms. This type of sharing is now a significant portion of overall social media traffic, prompting new strategies for digital marketers in the coming year. What is Dark Social Sharing? Traditional social networks only measure sharing that occurs publicly within their own platforms. However, extensive content sharing also happens privately through channels they cannot track. This 'dark social' sharing encompasses messaging app forwarding, comments shared over text messages and content emailed or transferred between users.

While most marketers focus on established social media platforms like Facebook, Instagram, and Twitter, an increasing amount of social interaction today happens through private messaging apps. These “dark social” channels like WhatsApp, Facebook Messenger, iMessage, and Snapchat are increasingly how friends and family communicate and share content. However, these closed ecosystems present challenges for marketers who want to reach consumers through relevant messaging. To succeed at dark social marketing in 2023, brands must craft strategies that feel authentic and valuable within private messaging conversations. As an example, over 2.5 billion people utilize instant messaging apps for communication. In contrast, less than