New technologies, a shifting consumer purchase process, and other new opportunities all influence the marketing landscape. As a result, staying ahead and on top of the latest marketing trends is becoming increasingly difficult.
There are those trends in marketing which change year after year such as video advertising spend making the jump from television to online channels such as YouTube. However, there are three trends which standout and cannot be ignored. These are; social, local and mobile marketing as well as content marketing and authorship.
SoLoMo (Social, Local, Mobile)
Today’s consumer is undoubtedly always on the go. SoLoMo is on the minds of many marketers. Customers are using social media, turning to sites such as Yelp! and Foursquare to find things near their current location, and they’re using their mobile phones to do these things among others. Depending on your industry and who your customers are, different networks and tactics will be needed. Take a look into your webmaster tools, such as Google Analytics, to see where your traffic is coming. Having a presence where your customers are located is the first step, especially for businesses who don’t have the budget to optimize their site for smartphone and tablet users.
Content Marketing
Studies show that 91% of B2B marketers and 86% of B2C marketers are using content to connect and engage with their customers. Content marketing is a top trend this year. Consumers are using the information available online to make decisions before they walk into a store or speak with a sales rep. Infographics, newsletters, videos, case studies and white papers are just a few of the options you can consider. Develop a strategy that focuses on creation, curation, distribution and measurement. It is important to know your customer.
Authorship
Setting up authorship is relatively easy. People want to feel a connection and, in most cases, it is easier to connect with another person that it is a business. This human element and its impact on interest and engagement is something search engines are beginning to highlight more. Authorship, and topic authority, can establish someone within your company as a thought leader and your business as a trusted resource. Whenever possible, make sure you’re tagging your name and posts with the “rel=author” tag.
