There’s a good chance you’ve been bombarded with macro-predictions about the development of digital media, artificial intelligence, mobile communications drones, drones, and videos. As a small or mid-sized B2B marketing professional, B2C, or nonprofit What forecasts should you really be looking out for, and which ones could be utilized to boost your profit and ROI?
I believe 2018 will be an up and down ride, and hope that my forecasts will ease the road for you. Let me summarize:
Improving Marketing And Marketing Communications By Paying Attention to These
1. The time and thought will be spent on developing new web language that can meet the increasing use of voice activated Internet searches. Voice-activated searches, utilizing “personal assistants”, accounted for 20% of searches in 2016, (ComScore) as well as expected to grow to 50 percent by 2020. Your site’s pages must be able to comprehend and reflect the way people talk.
2. A greater focus on brand transparency as well as complete truth and face-to-face interaction with prospective customers and customers will take center stage. Cybersecurity incidents, as the loss of trust in media and institutions have led to massive and extensive desire for truth. Involvements and incidents at points of purchase are a great opportunity to build (or build or rebuild) trust in your brand.
3. Reducing returns on products purchased by e-commerce buyers will receive greater attention and require new strategies. Even though online sales are growing approximately three times the rate of the brick and mortar shops (in part, because of free shipping), almost one-third of online purchases are returned (versus nine percent of stores). With shipping costing between twenty-five and sixty percent of an online retailer’s cost of merchandise (UPS) It’s all players on the table to cut this expense.
4. While digital marketing is expected to increase however, there must be significant changes made to its ongoing development. Consider these:
— P&G has challenged Google, Facebook, YouTube and other companies to improve security measures to protect against frauds in traffic reporting and the use of inappropriate content by the end of 2017 or they will stop advertising with them; P&G has already removed $140 million from them in 2017.
— Walmart has also stopped advertizing on YouTube.
The company Facebook claims that it is able to achieve 101 million 18 to 34-year-olds, however Census Bureau estimates that Census Bureau counts only 76 million of this demographic.
– The ANA is attempting to start an initial six-month trial study worth $50 million that will include 35 marketers as part of a test of 30 top online publishers to find out their real value.
Additional to this reports, there have been allegations of social media kickbacks, with over 600 million users around the world have installed ad blockers. Visit:- https://htsmstory.com
It is clear dramatic improvement must be done and done quickly.
5. As another result of the skepticism in the marketplace reps, employees, and distributors will become modern marketing communication “influencers”. In the end, they will eventually become “the brand”, and management will realize the importance of an engaged workforce. In their pursuit to create brand champions at every level skilled leaders will ensure an open and honest internal communications.
6. Although it might seem like a throwback the direct mail industry is expected to get new attention. According to CompuMail, the average response rates for direct mail (5.1 percent) is significantly greater than those for email (0.6%) as well as paid searches (0.6 percent) or social media (0.4 percent) and online advertisements (0.2 percent). Direct mail is more popular when it comes to millennials, as there are response rates of 12.4 percent for people aged 18-24. Research suggests that direct mail is better than email in terms of generating longer term customer engagement.
7. Bloggers will continue to be an issue, but they will be writing longer posts, spending longer making posts, and publishing less often (Orbit Media). In particular, posts went by 808 words from 2014, and went up to 1,142 words by 2017 with an average post taking almost three and a half hours to compose. The current pattern is that 3 percent of people post daily while 22 percent post weekly and the majority of them posting few times per month or less frequently.
Changing Your Strategy, Planning And Tactics
1. Marketers will recognize that – in the face of a changing marketplace – the most important aspect of ensuring profitable growth and a higher ROI is establishing a solid marketing and marketing communications strategy. Through the years of experimenting with a vast variety of tactical resources (in large part due to their being simple to comprehend) marketers have come to realize that, without a concrete assessment of their value, these strategies could have been detrimental. The practice of putting tactics ahead of strategy never works… “ready, fire, aim” is the first thing that comes to your mind.
2. Marketers will be spending more time determining if their marketing communications strategies are working. Accepting that clicking on ads doesn’t automatically bring in more revenue however, they will set up a strict measurements and metrics for the ROI of digital marketing the same way they do with traditional marketing.
3. Beyond the efficiency of an advertising medium, considerably more thought will be built into selecting a specific medium based on consumer trust of the medium. A recent survey of 1,030 users from Clutch found that television/broadcast videos as the media for advertising most trustworthy (61%) with social networks and digital media as the least trustworthy (38 percent and 41 percent respectively). The trust of all media is the highest among millennials and the lowest among baby boomers.