The first weeks of January are usually regarded as being one of the grimmer parts of the year. The yuletide festivities are over and done with, the skies are grey, the days are short and the bills for most of the Christmas excess are only just beginning to roll in. Add to all of this the fact that you have to cope with people endlessly asking what your New Year’s resolutions are and it’s not difficult to understand why many people wish we followed the example of large parts of nature and just spent a few months in bed.
If you run a business, however, hibernating isn’t really an option, so it’s probably best to look January square in the eye and take it on in the best way possible – by looking forward. January may not be much fun in its own right, but it does represent the start of a whole new year full of possibilities, opportunities and challenges. Here are just a few of the marketing and advertising directions in which businesses are adapting to see dominating 2017:
Conversations with Machines – 2017 could be the year in which voice recognition technology becomes a truly mainstream phenomenon. To a degree this is already happening, with the emergence of Amazon’s Echo device, but we’re still at the stage at which the technology is the province of early adopters and the most tech-savvy sectors of the market place. The fact that we’re still being treated to media coverage detailing not always easy to believe accounts of people ‘accidentally’ spending huge amounts of money via Echo (or discovering their children have done so) – something which is actually difficult if not impossible to do – is indicative of the fairly nascent nature of the technology. As it becomes more widespread, however, it will be imperative to adjust marketing content to make allowances for the fact that many initial enquiries in the future will be spoken out loud rather than typed into a search engine.
Interaction – the issue of voice recognition naturally leads onto a consideration of interaction with your customers. Social media has already made it possible to create a two way ‘conversation’ with your customers, but even the most well managed Twitter or Facebook account is going to involve a degree of delay between enquiries being made and answered. Voice recognition technology, on the other hand, will make it possible, for this ‘conversation’ to mimic real world interactions. Consumers will come to expect real time interaction of this kind, whether it’s via voice, live streaming or location based content.
Omni-channel – omni-channel has been a marketing buzzword for some time now, and 2017 could mark the year in which it becomes a genuine phenomenon. In simple terms, it means linking the separate channels via which your customers and prospective customers interact with you, offering a seamless experience both on and off-line. Put basically, the person behind the till in the store will be able to access the online order you made earlier that week, whilst search results accessed on a smart phone will be ready and waiting when you log on via your lap top or tablet.
Here at Positive Results Marketing, we design and develop digital and traditional advertising services for customers of all sizes, specializing in creating stylish, modern websites, digital marketing and traditional advertising. Call us today, and grow your business to its full potential.
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As a top advertising agency we pride ourselves on remaining completely up-to-date with the latest developments in marketing. Over recent years, this has meant fully realising the opportunities presented by the most up-to-date digital platforms. From something which now almost seems traditional, like email marketing, through to getting Google certified with adwords and utilising the latest cutting edge custom mobile app, we offer our clients the full range of tools via which to get their message across to the people who matter – the customers.
A large part of offering the best possible service involves remaining fully aware of the latest developments, and in terms of digital interaction that currently means advising our clients that there approach to marketing now has to embrace an omni channel perspective.
Until now, many companies, whether working with a marketing agency or not, have adopted a multi-channel approach to their marketing efforts. In simple terms, this means interacting with consumers and potential consumers via a number of different platforms, ranging from a website to a bricks and mortar retail location and taking in aspects such as emails, flyers, posters and even packaging. The days when on online presence could be regarded as an optional extra or even a luxury have long since passed, but the latest trend, driven by consumer demand above all else, is for all of these channels to work together seamlessly.
The modern consumer is used to being able to access digital content on a more or less constant basis, and via numerous different devices. Until now, the emphasis of the average marketing agency has been placed upon ensuring that the messages in question are equally accessible via devices such as smart-phones and tablets as well as the more traditional lap top or desk top PC. An omni-channel approach takes this one stage further, recognising that the modern consumer demands a unified service no matter how they opt to interact with a business, and providing this across all media.
This would mean, for example, that a consumer who begins searching a website on their smartphone whilst commuting to or from work would then be able to access the same site on their tablet at home that evening, and find that their details and the details of their earlier search had been transferred across the devices. The same will also be true if they then decide to make an online purchase on their laptop, or even if they visit the bricks and mortar store. In this last example, the shop assistant in the store will be equipped with a device such as tablet enabling them to access the consumers’ online profile.
Whilst only a handful of businesses – such as large corporations like Disney – have actually travelled very far in the direction of an omni-channel offering, the modern, digitally engaged consumer will soon begin to take the customer service levels involved for granted. This will mean companies accepting the fact that all parts of their organisation, including on and offline divisions, marketing and customer service, will have to work together and share information and resources to deliver the experience the modern consumer demands.
It’s hard to believe that 2015 is already over. Kind of seems like a repeating statement every year. But, as we all know, time slows down for no one. If anything, it feels like it speeds up.
Let’s discuss what digital marketing trends we should come to expect in 2016. Of course, you can never fully predict what is going to happen with internet based marketing in 2016, but you can make an educated guess.
Creativity and Originality Will Take Over
Getting noticed on the worldwide web used to be so easy. Slap together something, post it and watch people gobble it up. Unfortunately, the internet is now completely flooded with content. We’re like sardines stuck in a can that only want out. But how do you get out?
Simple: you have to think creatively and out of the box. A simple article or social media post isn’t going to cut it anymore. People today are already using unique strategies with podcasts, videos, etc. Basically anything interactive is what will explode in 2016. No longer do people on the internet simply want to digest information and leave it at that. Now they want to interact and have a say in what your marketing plan or contests or whatever it may be is about. So look for unique ways to get your audience involved.
Increase in Digital Marketing Agencies
You are going to start seeing companies knocking on the doors of digital marketing agencies. Running a SUCCESSFUL digital marketing plan takes time, effort and many resources. Instead of hiring new employees, taking the time to devise a plan and updating it, companies will instead outsource to a UK marketing agency to handle their digital marketing efforts.
Social is No Longer a Free Resource
Social media plays a huge role in digital marketing, and companies are starting to see the benefit of using it. Which, again, means more businesses using it and more competition. So we’re back to the sardines stuck in a can. How do we get out?
It’s time to put a budget to your social media campaign. Now, you don’t have to spend money on your social media marketing, but it’s a safe bet that you’re just going to blend in with the noise, or not be seen at all if, you don’t. And it really doesn’t take much at all. By just boosting a few posts here and there for a few bucks a day makes a big difference. So spending more money on social media is certainly something I see in 2016.
Again, you can never really predict exactly what to expect with the new year in the digital world, butit’s a safe bet that the three marketing trends mentioned above are going to happen this new year. So get ready, think about how you can apply these 3 trends to your digital marketing plan and be prepared for the new year!