You’ve probably been bombarded recently with macro-predictions about the rise of digital media, artificial intelligence (AI), mobile communications drones, videos and more. However, as an individual B2B, small or midsize or B2C marketer, or a non-profit one What forecasts should you be paying attention to and what forecasts could you use to increase your profits and ROI?
I am convinced that 2018 is going to be an up and down ride, and trust that my predictions will make the ride easier for you. Here’s the summary:
Improving Marketing And Marketing Communications By Paying Attention to These
1. A lot of thought and effort will be put into developing a new web language that can meet the increasing demand for voice-activated Internet searches. Voice-activated searches, utilizing “personal assistants”, accounted for 20% of all the searches conducted in the year 2016 (ComScore) as well as expected to increase to fifty percent by 2020. Your site’s pages must be able to comprehend and reflect the way people actually talk.
2. More attention paid to transparency of brands as well as complete truth and face-to-face interactions with prospects and customers will be the main focus. Security breaches in the cyberspace, as well the loss of trust in institutions and media have led to an extensive and widespread search for the truth. The events and interactions that occur at the point of purchase provide opportunities to establish (or rebuild) trust in the brand.
3. Reduced returns on merchandise by online customers will be given greater attention and will require new strategies. Although online sales are increasing by three times the rate of brick and mortar shops (in part due to free shipping) nearly one-third of online purchases are returned (versus nine percent in stores). Since shipping costs are between twenty and sixty percent of an online retailer’s cost of products (UPS) It’s all players on the table to cut the cost of shipping. Visit:- https://htsmstory.com
4. While the digital marketing industry will continue to expand however, there must be substantial improvements made to its ongoing development. Take a look at the following:
— P&G has urged Google, Facebook, YouTube and other companies to improve protections to stop frauds in traffic reporting and the use of inappropriate content until the end of 2017 or cease advertising with them. P&G has already withdrawn $140 million from them in 2017.
— Walmart has also stopped marketing on YouTube.
— Facebook says it could be able to reach 101 million 18- 34-year-olds, however according to the Census Bureau counts only 76 million from this group.
– The ANA is trying to launch an eight-month, 50 million-dollar pilot project that will include 35 marketers as part of a test of 30 top online publishers to assess their true worth.
In addition allegations, there are also accusations of kickbacks from social media, and over 600 million people around the world have installed ad blockers.
It is evident that dramatic improvements need to be made, and quickly.
5. In a further manifestation of the distrust within the market reps, employees and distributors will be the brand new communications for marketing “influencers”. In the end, they will be “the brand”, and management will be aware of the value of a well-engaged workforce. As they seek to build brand ambassadors at all levels smart leaders will encourage genuine and transparent internal communication.
6. While it may appear to be an old-fashioned approach but direct mail is likely to receive new attention. According to Compu-Mail’s data, the responses to direct mail (5.1 percent) is much more than email (0.6 percent) and paid search (0.6 percent) and social media (0.4 percent) and online advertisements (0.2 percent). Direct mail is more popular for millennials, with responses of 12.4 percent among those 18-24. The data also suggest that direct mail is more effective than email in generating long time customer engagement.
7. Bloggers will remain an issue, but they will be writing more lengthy posts and spending longer creating posts, and publishing less often (Orbit Media). Particularly, posts increased between 808 and 1,142 words by 2017 with an average post taking almost 3 1/2 hours to write. The current schedule has 3 percent posting daily and 22 percent posting every week and the majority of them posting once a month or less frequently.
Changing Your Strategy, Planning And Tactics
1. Marketers are aware that – in the face of a rapidly changing market, the most crucial element of profitable growth and a higher ROI is establishing a solid marketing and communications strategy. After having experimented with a myriad of tactics (in large part due to their being simple to comprehend) Marketers have realized that without a realistic evaluation of their value, the efforts might have proved ineffective. The practice of putting tactics ahead of strategy never is a good idea… “ready, fire, aim” is the first thing that comes to your mind.
2. Marketers, in reality, will be spending more time determining if their strategies for marketing communication are effective. Recognizing that clicks do not automatically result in increased profits and therefore, they must establish a strict metrics and evaluate the ROI of digital marketing in the same way as they use traditional marketing.
3. Beyond the effectiveness of an advertising medium, a lot more thought is put into choosing a particular medium by the trust that consumers place on the medium. A recent survey of 1,030 users by Clutch revealed broadcast video and television as the most popular advertising medium trustworthy (61 percent) as well as social media as well as online media as the least trustworthy (38 percent and 41 percent respectively). The trust of all media is highest among millennials, and the lowest among baby boomers.