Digital marketing is important to building and maintaining your customer base — now more than ever. To make the most of your campaign, you need to invest your resources wisely. What approach should you take to expand your online influence while reaching your target audience? Here are five great digital marketing tactics that can work for nearly any company.

1. Authenticity

Internet users have seen every song and dance, and they’re not falling for it. Instead of grand promises and sweeping statements, they want the facts. You can appeal to their desire for authenticity by talking to them as real people and presenting your company as a team of equally real individuals. Social media is a great place to talk about your values, introduce people to employees and generally show what your business is all about.

2. Marketing Automation

Automation has been a huge boon since its invention and now it’s entering the online marketing realm to save you time, money and stress. The idea is to automate the repetitive, mindless tasks that can eat up so much time, such as sorting emails. Then you can devote your newly freed resources to issues that require complex problem-solving or creative input.

3. Voice Search

One of the rising digital marketing tactics is to target voice search with SEO. Both mobile devices and virtual assistants, such as Amazon’s Alexa or the Google Home, utilize voice search and are quickly becoming a major force. People tend to ask questions differently when speaking versus typing, so it’s important to consider voice search when creating an SEO strategy.

4. Artificial Intelligence

AI is no longer mere science fiction; many companies use it to identify trends and even offer customer service. This machine learning can take on more complicated tasks than pure automated responses and can even enhance the automated processes you already have in place. The use of AI for marketing purposes is still new, which means you can expect even more applications in the future.

5. Video Marketing

If a picture is worth a thousand words, how much is a video worth? Quite a lot, if social media posts are anything to judge by. Consumers expect to be entertained on the internet and videos are one of the best ways to do so. In fact, with the right combination of creativity, humor and luck, you can produce a viral video that reaches millions. The best part? The online community does the sharing, so you don’t have to worry about disseminating the video, just producing it.