Are you planning to take in a fireworks display on New Year’s Eve? We got to thinking that business marketing trends are a lot like fireworks. Business marketing trends tend to burn fast, make lots of noise, display some pretty impressive sparkle and have some explosive qualities too. And if you don’t know what you are doing, you could lose a finger. Well, ok, maybe not a literal finger. But you risk losing customers and marketing dollars if you aren’t careful.
The mobile ‘starburst’
When it comes to marketing your business, nothing will be more important to your current and future success than being mobile-ready. In a recent article, we stated that mobile search, mobile optimization, and mobile conversions are the future of digital marketing. Period. If your website is not mobile-friendly, you will lose. It’s estimated that nearly 50% of non-mobile friendly URLs dropped in rank after the recent Google ‘mobilegeddon’ update. If your emails, newsletters, and blog formats are not mobile-friendly, you will lose. If your e-commerce tool is not mobile-friendly, you will lose.
According to the Pew Research Center:
Nearly two-thirds of Americans are now smartphone owners, and for many these devices are a key entry point to the online world. 64% of American adults now own a smartphone of some kind, up from 58% in early 2014.
That’s a 6% jump in the U.S. alone. We have become one large, global community sharing access, information and doing business through our mobile devices. This business marketing firework will burn you badly if you don’t keep pace with the changes. The risk of losing customers and market share is real.
The ‘Roman candle’ of Big Data
In the spring of 2015, we took a look at what constitutes big data and how small companies can leverage this information. Common sources of big data include digital inputs like web behavior and social network interactions and activity. Big data gives big companies an edge by providing a much deeper understanding of their customers’ interests, likes and dislikes. Smaller companies have the opportunity to mirror this practice with any information they have access to regarding customer interactions. Laying out the customer or buyer’s journey using transaction data will provide the basis for a customer journey map.
The point of this mapping exercise? Personalization. Making the customer feel acknowledged, appreciated and somehow understood. The goal is to create a deeper connection with the audience and build brand loyalty. Big data may not be your favorite firework in the business marketing display, but it’s a significant one.
Looking at a fireworks display, one or two big bursts often stand out. Mobile-ready and big data are two of the most important marketing initiatives for any business. Don’t let your confusion or lack of knowledge hold you back or cause you to lose a finger.
In our next article, we look at another major firework in the business marketing display: marketing technology. By the way, the best way to avoid losing a finger is to give us a call.