The past 10-15 years brought a rapid change in availability and accessibility of information of all sorts – everything we need can now be found in a matter of a few seconds. Most services are just a few taps away. If we are looking for some product, it can be discovered, compared to others and delivered to your doorstep the next day.
This, of course, also influenced the way we market products. A decade ago it would be hard to imagine that something more effective than a TV commercial can come around. Today it’s hard to find any large business, online or offline, that doesn’t do any digital promotion.
Of course, the evolution of advertising doesn’t stop today. There already are some emerging trends you should know about in order to include them in your marketing strategy in order not to stay behind in the never-ending race for your customers’ attention.
Analyze customer behavior
Gone are the times when you were separated from your customer with thousands of thick walls. Today there’s plenty of tools you can use in order to analyze your customer behavior and plan your marketing strategy according to it.
Why analyze at all? Well, for one thing, it may turn out that you are trying to sell to very wrong people. It’s very easy to get carried away when painting a picture of a perfect client because it’s normally based on a mix of assumptions. In real life, products for younger people can also be loved by their parents and anime figurines bought by people over 30. Make sure you are not the last one to learn about it.
Generate content
It has been estimated that the content marketing spend will double by 2020. The reasons are simple: people love various kinds of content and consume them every day. Videos, animations and rich images all contribute to better brand awareness, help describe various aspects of the product in more detail and are easier to take than a boring old text.
Just generating content, however, doesn’t do the trick anymore. You have to use the data you got from customer behavior analysis, determine the types of content which are taken more favorable and, of course, learn about the places your potential customers go to.
Even something as universal and effective Facebook ads doesn’t work well with certain demographics, so be careful with what you show and where you show it.
Delegate to AI
Truth is, it’s very hard to handle all the analytics-related tasks on your own. Good news is, you don’t have to. Since 2011, there has been a dramatic increase in the number of various martech solutions that set out to help you some of the most repetitive, tedious and mundane marketing tasks by making software do it for you.
Some of the things you can delegate are landing page creation, ad optimization, promo video creation, order fulfillment, and email marketing. Of course, you would need some time to learn how the software works and see whether it’s worth the money you’d need to pay for it. However, this is still much better than try to do everything by yourself and get increasingly tired and frustrated.
Failing to plan is planning to fail
You should not underestimate the benefits of laying out your marketing strategy in advance. No matter how much the technology changes, one thing remains painfully stable: if you don’t do marketing, you go out of business. Design the winning strategy by yourself or trust your product marketing to a team of professionals at Black87.
