The Future of Digital Marketing

The new year 2019 is right around the corner, so we thought it would be good to look at what some experts are seeing as the future trends in digital marketing. Marketing is no longer a static activity, where a billboard or ad in a magazine or telephone directory was all businesses needed to do to attract customers or clients. Technology has changed marketing, just as it has nearly every aspect of everyday life. Today, rather than waiting for customers and potential customers to seek out your ad or drive by a billboard, marketers must find ways to go directly to where customers are – which not even be a physical location.

In today’s markets, consumers seek the opinions and advice of other consumers over the recommendations and promotions of the business itself. Marketing research shows that more than 70% of consumers “consult” social media before making a purchase. Social Insights conducted a survey of nearly 500 Chief Marketing Officers and Senior Marketing Executives, asking the question: “What are the top three channels through which you expect your customers to experience your organization’s marketing effort in 2020?” Answers: #1) Social media; #2) Web; #3) Mobile apps; and – close behind - #4) Mobile web. A few other notable statistics:

• 86% of consumers read reviews for local businesses; for 18-34-year-olds, the number is 95%
• Consumers read an average of 10 online reviews before “trusting” a local business
• 57% of consumers will use a business only if it has 4 or more stars
• 80% of 18 – 34-year-olds have written online reviews; 41% of consumers over age 55
• 91% of 18 – 34-year-olds trust online reviews as much as personal recommendations

Given these statistics, how can you ensure that your small business or organization draws customers and potential customers in and convinces them to stay? Two strategies which may be a bit more subtle but still productive are:

• Telling stories: Stories and testimonials from current clients can really engage others by creating an emotional connection with a brand or product. Social media can be especially effective with this through the additional use of photos.
• Customer reviews: Quotes from satisfied clients can go a long way toward bringing in new business. According to marketing surveys, the vast majority of potential clients trust online reviews. You may also want to consider reputation management services which generate authentic, first-party reviews directly from your customers and help you stand out in today's new search experiences.  By knowing when new reviews are posted about your business - good or bad - you can build customer loyalty or address opportunities for improvement. See more about this marketing strategy here.

Finally, it’s important to keep content fresh and new while avoiding “information overload.” Whether billboards, printed ads, or social media content, people get bored or simply stop “seeing” content when there is too much of the same. Digital marketing makes it easy to update and freshen strategy as needed. Remember, “less is more,” and a few pieces of good content goes a long way.

For more information about specific aspects of digital marketing, see our previous blog [insert link for Marketing Checklist 2019]. Evolve Impact Group is here to be your one-stop “shop” for all things related to your small business or organization’s marketing and communication needs. Check out our website or contact us today to set up an appointment to learn more.

Resources:

Allen R. Digital marketing in 2020: A glimpse into the future. Smart Insights® Ltd. [online]. 7 Jun 2017 [accessed 19 Dec 2018]. https://www.smartinsights.com/manage-digital-transformation/digital-marketing-2020-glimpse-future/

BrightLocal. Local consumer review survey 2018 [online]. [accessed 18 Dec 2018]. https://www.brightlocal.com/learn/local-consumer-review-survey/

Gomez A. What is the future of digital marketing? Forbes [online]. 22 Oct 2018 [accessed 18 Dec 2018]. https://www.forbes.com/sites/forbesagencycouncil/2018/10/22/what-is-the-future-of-digital-marketing-2/#855f658455ac