Marketing is an ever-evolving industry and that will never change. That’s part of what makes the team at Yarra Web, and we’re sure many others so excited and passionate about the work that we do. Every day is an adventure and every day brings trends and technologies that continue to elevate your products and brands. Today’s post focuses on just that – the trends that are shaping up to make up the future of marketing.
First up- take a look at your data hygiene. Sounds odd doesn’t it? It’s all about quality versus quantity. Yes, data plays an increasingly large role in strategies. It shows what works and what doesn’t. It shows where your Web traffic is coming from and most importantly – who your consumer is what they need from you. But the next step is separating the quality data from the noise. There’s so much of it and you need to determine what story it will tell. Your goals and strategy as a company will focus on key performance indicators and data can help you reach success in these.
It’s also important to remember that content marketing is a meeting of right brain and left brain. It takes both art and science to bring a brand to life. You want to design your content in a way that speaks to your core consumer base and the first piece of that is data. You want to create forums for conversation with them. It’s looking at the numbers and translating them into storytelling. It’s a common misconception that you need to separate art and science, but they go hand-in-hand, depend on each other and serve as the catalysts for one another. It’s a bit of a chicken and egg situation… Which came first?
Experts know that mobile isn’t going anywhere anytime soon. Our attention spans are shorter and shorter and we’re increasingly impatient. If consumers can’t find the answers that they’re looking for within minutes, you’ve lost the conversion and you’ve lost the customer. But the evolving trend is how customers use mobile. We used to type things on a keyboard, now we can speak into our phones to answer our questions and solve our needs. Google refers to I-want-to-know, I-want-to-do and I-want-to-buy micro-moments. In the Google app, more than 20% of searches now take place by voice. Another fun fact? For every second’s delay that a mobile site takes to load, conversions drop by 20%.
The final trend for today’s post is the blending of offline and online experiences. No one is saying that today’s consumer journey is linear. But it is becoming more possible to see that big picture, holistic view. Thanks to the tools available to us, we’re able to find that connection between the physical worlds, like in-store experiences, and digital capabilities.
Bottom line takeaways, using metrics strategically and finding a digital presence are paramount for your success. Questions? Comments? Let us know. The Yarra Web team would love to hear from you.