It’s clear, the future of marketing is digital. But digital is such a broad concept. What aspects of digital marketing are taking flight? Increasing bottom lines? What exactly is the future of marketing?
Video is more easily consumed by audiences now, and Google favors websites with video marketing over those without. In fact, Google is 53x more likely to rank you first in relative searches if you have a video embedded on your website!
Hiring a videographer, writing a script, finding actors if necessary, and captioning the video all take a lot more work than a simple image ad, but the content is much more engaging. Short videos with captioning are especially appealing to mobile users. You don’t even have to go professional! If you can piece together a good-looking video with valuable content, that’ll save you a few bucks and reap similar benefits.
Video testimonials are also increasing in popularity. To read more about these, check out this post!
Unique Prices for Each Customer
Imagine clicking on a site, and based on your history of purchases, the prices displayed are completely unique to you and your experience! This is the future. Retailers are able to gather so much data on consumers, they can tell when you’re close by (pop-up coupons based on your location), what you like (we saw you liked this… this is similar!), and eventually they can tailor prices to fit what you would pay.
It’s a little creepy how much data is collected, but especially with recent legislature signed, few can escape the all-knowing internet and data that is rounded up through it. However, much of it is to the benefit of you and the consumer.
This pertains to reviews, video testimonials, social media posts, etc. that are created by consumers. Because social media has taken over, we can also expect customers to drive the content about our products to an extent. This will weed out the companies that aren’t meeting consumer expectations.
Customers tend to trust the experiences of their peers more than they do any form of advertising they see. People are also more willing to share their experiences now that it’s so easily done online. We suggest actively collecting reviews so that passive reviews don’t take your company down. You can learn about the difference between passive and active reviews here.
Over 68% of consumers in the US use a smartphone. While the majority use multiple platforms, the chart below shows an increased use of mobile devices for younger demographics. Mobile optimization will be the primary way to reach many consumers in the future. However, that’s not to discredit the power of omni-channel marketing. Allowing customers to seamlessly transition between mobile to desktop to in-store without any interruption in their experience is becoming increasingly valuable.
As technology progresses, marketing adjusts to meet the new needs of consumers. As for our future, it’ll all be digital, and it will be all about the customer experience.