Over 16,529,794 people are on fubar.
What are you waiting for?
With the stock market trading near new highs, an economy, arguably in a steady growth mode, and new business formation rebounding, marketers are finding the marketplace cluttered. Old school advertising isn't as effective as it once was. There are over 60 trillion individually indexed web pages out there. According to IBM, 90 percent of the data in the world today was created in the last 2 years. The average e-mail subscriber gets 416 commercial messages a month. Breaking through to your customer is harder than ever before. In this complex environment, we offer 5 new trends for 2015 that will challenge marketers:
1) Content: Corporate web sites tend to be loaded with irrelevant content. They also often fail to meet Google’s Quality Score guidelines which power Google's Adwords. Consumers, on the other hand, are much more sophisticated today which means that companies need content that is interesting and relevant on all platforms, in order to make that emotional and rational connection that is necessary for engagement. Consumers want in-depth information, and they want it now. Hence marketers are creating shareable content and micro sites to highlight products and promotions, but also deliver targeted messages around topics relevant to the buying stages (information at the prospect stage and offers at later stages).
Some brands are finding that content can be four times more effective than a traditional marketing campaign. These same brands are selecting content niches that they feel they can own - often in niches that, arguably, have little direct relation to the products they sell. Companies that are leading in content include:
2) Geo-location: This affects both the digital and offline worlds equally as we now have a physical cookie. No, we're not speaking of Local Search, we're talking about customers near or in brick-and-mortar stores or digital kiosks receiving geo-located messages and offers. Retailers can now, via mobile phone signals, track customer movements around and within a store. Retailers can even identify repeat shoppers and keep a record of their in store behavior.
With beacon technology, it is now possible to push messages to consumers when retailers think they are relevant to consumers. This technology, while still in its infancy, is rapidly being adopted by retailers and is going to fundamentally change the way retailers think of their customers. Data analytics just rose to a new level.
3) Customer Experience: According to McKinsey, seventy percent of a customer’s buying experience is based on how the customer feels they are treated. Today, customers have more choices than ever and are more frugal. This affords them the luxury of demanding more. Key to satisfying this empowered customer is offering a holistic experience across all company touch points and developing the infrastructure that allows for knowledge sharing and smart communication.
Given that customer loyalty is directly correlated to the customer's brand experience, having authentic personal interactions both before and after a purchase has been made will be the number one priority of all customer-facing companies.
4) Personalization and customization: In order to be effective in this new year, companies will seek to know more about its customers and use that insight to talk, engage and interact with their customers more often and more meaningfully in new and innovative ways (including mobile, dynamic content, apps, blogs, social). Static web sites are no longer enough, they need to be social, inspirational, and personal.
Given the unique nature of mobile (a single phone number), Marketers can now learn customer habits and offer more proactive services, such as personal assistants to provide curated guidance in store, custom menus in restaurants that exclude foods you clearly don’t like, or have allergies to.
5) Omnichannel: Omnichannel is critical today as many brick-and-mortar stores are experiencing negative or anemic year-over-year retail sales growth; but the online component of omnichannel continues to do well as consumers slowly alter the balance of their purchase behavior - shifting more online. Those companies that understand that the brand’s offline dynamism needs to be recreated online - that sense of discovery, inspiration and entertainment - will be the companies that survive and prosper.
The idea of "first screen" and " second screen" is no longer relevant to marketers as consumers never had a device by device mind set. Screens have blended together. Consumers want a seamless and consistent experience, digitally and offline. It is now incumbent upon marketing to guide a holistic marketing strategy and customer experience.
If you would like to know how you can improve your Customer Relationship Management strategy, processes and software and are interested in working with consultants that are local, guaranteed and deliver solutions that are simplified, you should get in contact now to book an obligation-free appointment at Visit: http://crmperth.com.au/contact-us/ and do a mail enquiry@CRMperth.com.au you can feel free to call us: (08) 6102 7284.
