It's a new year and a great time to hit the reset button on your marketing strategy. But, do you know what you should be focusing on? What's hot right now and how are your capitalizing on it? Make sure you understand the Top 5 Internet Marketing Trends below and have a plan to include them in your business.
Top 5 Marketing Trends for 2017
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1. Data-Driven Decisions – Proving the ROI of marketing activities is the #1 challenge companies face. However, it’s getting easier and easier to track what marketing decisions are working and which ones are not. Have you identified key metrics you want to track and do you report on those regularly? Do you have a way to A/B test your marketing materials? Do you know what your lead to customer conversion rate is or where your leads are at in the buying cycle? There is a way to analyze all of this and it’s something your business should be doing to make the most of your marketing spend and time.
2. Personalized Content – 74% of online consumers get frustrated when the content they see on a page has nothing to do with their interests. Addressing this alarming statistic is a fundamental shift in how websites are designed, abandoning a one-size-fits all approach in exchange for a personalized experience. This means one website might show completely different content to Visitor A than to Visitor B. How is this accomplished? HubSpot, the inbound marketing and sales software, has developed a SmartContent feature and it’s the preferred platform of choice for our customers. More on what this is and how it works is included in the complete article found below.
3. Cross-Channel Integration – Many companies are still operating in a world where their website is managed in one place, CRM in another, social media in yet another, and so on. Thankfully, Integrated marketing platforms now simplify marketing and offer one central system to manage everything. At TBG, we work to get our customers setup on HubSpot. However, there are other options you can explore.
4. Native Advertising – Simply put, this kind of advertising merges product and content making it harder to separate out what’s an ad and what’s not. It’s most common form is an “advertorial” or written article that subtly promotes a product or service, and it’s so popular because instead of interrupting people – it is designed to naturally fit into the publication they’re already enjoying.
5. Responsive Design – In 2015, Google released its “Mobile Friendly” update that uses mobile optimization as a ranking factor. But beyond helping your SEO, having a website that automatically adapts to fit any screen size is critical in keeping pace with how people consume content. More people now browse the Internet from mobile devices than desktops – and these products come in all shapes and screen sizes. Having a website that resizes ensures an optimal viewing experience for all visitors, and allows you to keep pace as new devices are released.