Stand Out Marketing
When it comes to marketing your business, be aware of the latest developments and how to best use them, says Melissa Chevin.
Effective marketing is a moving target – and never more so in today’s online environment. no sooner do you think you have your strategy all figured when boom – along comes
a new trend or change which requires you to go back to the drawing board.
With that in mind, I’ve put together a list of five hot marketing trends that you should know about. Sadly, this won’t protect you from tomorrow’s changes, but it may just help you to stay one step ahead.
Forget those blogs. Well, don’t forget them exactly. But interactive web experiences are about to grab their crown as a key conduit for engaging both prospective and existing customers. Expect mini-games, videos and quizzes to be in the vanguard of the search for more compelling customer engagement.
One thing consumers crave above all from brands is the stamp of authenticity. By curating and integrating positive user-generated content, you can find a sure route to consumers’ hearts and wallets. A recent survey found that such authenticity was important to 86% of consumers when choosing which brands to support.
Only a year ago, voice assistants such as Amazon Alexa and Apple’s Siri were curiosities used only by the most dedicated nerds. Today, these devices have gone mainstream and their prominence in our daily live scan only increase. You need to make sure all the main voice search providers have the facts about your business, so they can provide accurate and useful answers to their users.
Chatbots are all the rage at the moment. This software automatically responds to your customers’ questions in an efficient, ‘human’ way. Chatbots are great for general engagement and particularly customer service. With the latest software, set up correctly, your customers will be hard put to know they’re not speaking to something with a pulse.
Your customers aren’t mugs. With all the talk of ‘fake news’, consumers have never been so savvy, or cautious. Reviews on the likes of Google, Facebook and Yelp are key to building web traffic but it’s important that they are honest and reliable. Customers will expect to see positive remarks about your products or services.
Melissa Chevin is consultant at Globefish Consulting and BPMA board member for marketing