Online marketing is an impulsive, rapidly changing and error-prone industry. Once you think you have found the right strategy, ten new even better strategies appear. Tracking changes within the online marketing industry seems to have become a full-time job. To make your life easier, I share three trends you can expect in the years and months to come.
1. Mobile, Mobile, And More Mobile
Smartphones are always on, always ready and always connected. The importance of mobile search, mobile optimization, mobile conversions and the increase of mobile use is often underestimated.
Mobile devices and our collective addiction to this, form the pillars of the modern marketing era. No less than 60% of all adults own a smartphone or tablet. About 1 of every 4 persons of over 65 is using a smartphone or tablet. These rates will only increase.
And all this while more than 75% of all companies does not have a mobile optimized website yet.
2. Marketing Fragmentation
As a customer, we have more and more choice, thanks to the rapid technological developments. Twenty years ago there were just a few ways for the customers to get in contact with a company. Nowadays, customers have endless ways to get in contact with a company.
Twenty years ago, if you were not satisfied with a product or service, you could tell a few friends. Nowadays, you can tell thousands of people. A few unhappy customers would mean the end of your business.
3. Marketing Automation
Marketing automation is the combination of software and tactics to identify potential customers and educate them in a consistent manner with very personalized useful information to convert these potential customers into satisfied customers. A study by Google showed that potential customers now need information from an average of 10 sources before they make a decision about purchasing a product or service. Five years ago, people needed an average of five sources of information to make a decision.
Make sure you identify your customers’ buyer journey and that you feed them with the right information at the right time with the help of marketing automation!