We’re heading for another big shake up in marketing next year (what’s new?). And now that it’s December, it’s time to roll up our collective sleeves and get stuck into the changes that will be coming our way. As always, what actually happens is going to be very different to how most of us imagine it to be. Chatbots, not people, will be talking to our customers, and marketers are going to be getting more and more invested in the ad blocking arms race as savvy consumers try to hide their personally identifiable information from businesses and governments they see as a threat.
Check out these interesting and sometimes outright weird marketing trends expected to arrive in the year ahead.
ROI Metrics Will Dominate
At the moment, companies are using things like CPMs to measure the performance of their websites. The idea is that the higher the rate of conversion on their websites, whether it’s downloads, signups, or purchases, the better. But the problem with these data is that they are very mono-dimensional. Companies aren’t able to measure what the return is on their investment very easily. After all, different conversions have different values, and converting one set of customers can be a lot more costly than converting another set.
In the coming year, it is expected by Forbes and other experts that ROI-based performance metrics will come to dominate. Companies will be able to get real-time information on how much it cost them to generate an individual conversion, as well as how much that conversion cost relative to the amount of value generated by it. This new approach will then make it easier for companies to dedicate their precious marketing dollars to those instances that will generate the highest return.
Businesses Will Uncover Dark Social
Knowing where customers came from online is important. But right now, many people are choosing to keep their identities hidden, thanks to ever-increasing intrusion on their lives by governments and to a lesser degree, companies. This has led to the widespread adoption of encrypted, private messaging apps that effectively block out the ability of businesses to collect data. The problem with this is that companies rely on knowing which channels people are coming from to optimize their marketing strategies. If for instance, they’re getting lots of traffic from Facebook, but not very much from Twitter, it doesn’t make sense to plow investment dollars into Twitter.
Next year, companies will get tools that will help them uncover the world of dark social. GetSocial.io, for instance, can help firms find out where their customers are coming from, without revealing any personally identifiable information. It’s the best of both worlds, where consumer data remains private, and where companies get the information they need to better target their marketing campaigns.
Third-Party, Social Media “Buy Buttons”
The future of ecommerce looks surprisingly different from the present. At the moment, the paradigm is that online retailers have to have their own website to which their customers arrive and make purchases. There’s a lot of money being spent right now on these sites to make sure that they have high visibility on general search engines.
But thanks to the fact that people never seem to tire of social media, social media itself will soon become a shopping platform in its own right. Facebook and Pinterest and currently investigating ways to include buy buttons next to products or items. For Pinterest, this is a particularly interesting idea, since it is a site dedicated to hosting and organizing photographs, usually of beautiful, bespoke products. Companies wouldn’t have to invest their marketing efforts trying to improve their rank on Google; they’ll be investing in enhancing their visibility on platforms like Pinterest and making sure that they produce the most alluring photographs possible. New social media marketing is something you can learn more about at Simplilearn here.
Marketing That “Gives Back”
Customers want the brands that they consume to have a feel good element. They want to know that when they buy a product that at least some of their money will be going to a noble cause. There are all sorts of companies that are doing this already. Take Warby Parker, the online glasses seller, for instance. This company proudly promotes the fact that “for every pair purchased, a pair is distributed to someone in need.” Regular, everyday companies need to think of ways of resonating with their customer base and making them feel as if they are improving the world with every purchase.
Internet users are getting more and more savvy to the marketing tactics of online advertisers, hence the growth in the use of adblockers. Next year companies will have to focus more exclusively on native advertising – advertising that is expertly weaved into the content of an article or a video. Advertisers are going to need to target bloggers and vloggers and get them to incorporate their own products in a way that adds value to consumers. People don’t want yet another banner ad promising to save them money: they want something that actively helps them to understand something or somewhere that gives them unbiased information about a product. Product reviews, as well as videos showcasing how much fun a product can be, will form the lion’s share of marketing going forward.
Yet More Market Segmentation
You might think that we’ve reached peak personalization for online marketing, but according to experts, it’s going to be going up another notch next year. Personalization means targeting advertising based on a person’s habits and preferences online. The basic idea is to give consumers only the advertising content that they want, rather than bombarding them with information that they are not interested in. In a world of information overload, this may be the only approach marketers can use to get their message to stick.
Marketing Will Become Mobile-First
Long gone are the days when the PC was the dominant platform through which people consume online content. The market has spoken, and it turns out that people prefer their mobile devices, despite the fact that they only provide a fraction of the screen real estate. This new reality means that businesses are going to have to optimize first for mobile, and then for desktop after, to make sure that they are prioritizing their experiences in the correct way. Right now, many website builders have a desktop-first approach, which will have to change as we go forward in 2017.
Chatbots Will Talk To Your Customers For You
If you’ve ever gotten interested in artificial intelligence or computer science, you’ll have heard about the Turing test. The Turing Test was a test devised by Alan Turing, the esteemed computer scientist depicted in the film The Imitation Game. It said that artificial intelligence was achieved if an expert couldn’t tell whether he or she was talking to a person or a computer.
It might surprise you to discover that we’re not far off the world that Alan Turing envisioned. Today’s chatbots are being developed by the world’s most advanced AI companies, including Google, Facebook, Microsoft and Amazon. They’re all in a sort of arms race to build an AI that is able to chat with customers on behalf of business, find out their preferences, and feed all those data into a central repository where it can be analyzed and made use of. Chatbots, as they are called, will soon provide users with news updates on the products that they are interested in, as well as personalized responses to their queries, slashing the costs customer service in the process.
Companies Will Deliver Their Own Breaking News
Top tech companies are already making a habit of live streaming their events. You can now watch the biggest product launches, right from the comfort of your own computer as they happen in real time. As we go into 2017, live streaming technology will continue to push boundaries. For example, Instagram has now integrated its live stream option into its new “Stores” feature, meaning companies are able to keep users apprised of the very latest developments at company HQ.
Without Influencers, Companies Will Be Nowhere
We’ve already discussed just how important it will be for companies to find bloggers and vloggers who can act as hosts for their native advertising efforts. Next year, they’ll have to reach out to these influencers more than they ever did in the past. The reason for this is that people tend to trust influencers a lot more than they do the company’s own, direct marketing. Smart companies realize that to be successful, they have to reach out to influencers to gain credibility and sell their product. They need people who are seen as leaders in their own particular social field to promote, review and use their products if they are to be successful.
So there you have it – the big marketing trends to look out for next year. We haven’t even talked about things like VR or interactive content here because they are enormous topics in their own right. Suffice to say that 2017 is going to be very different – again.
The Future of the UK Used Car Market
It is an intriguing time in the UK auto market in 2018 with a range of political, economic and social factors influencing the industry. New car sales continue to fall for the 11th consecutive month with diesel taking the brunt of the slide. It is thought that this decline is due to the uncertainty over the Government’s clean air plans (including the 2040 ban on petrol and diesel), but also the economic climate and uncertainty over Brexit.
Sale of AFVs
Although new car sales continue to fall overall, there is evidence that the 2040 ban is influencing consumers with the sales of alternatively-fuelled vehicles (AFVs) rising steadily over the last 11 months, including a 7.2% rise in February compared to last year. Although this is unable to offset the free-falling diesel sector, it does show that motorists are beginning to prepare for the green car revolution. Motorists are also aware that there are many incentives for making the switch, plus there is now a wide range of excellent electric cars on the market.
Used Car Market
So, what does all this mean for used car dealerships? Sales have managed to maintain stability amidst the turbulence in the industry with a drop of just 1.1% in 2017 compared to 2016. This was largely thanks to the sale of used electric cars, which saw an increase of a staggering 77.1% in 2017. Hybrids were also up 22.2%. This goes to show that motorists are preparing for the future and still have the need to change automobiles, with the used car market being a much safer place to do this as it is a much smaller investment.
It is easy to see reputable used car dealerships like Shelbourne Motors performing well in 2018 and beyond as more and more second-hand electric cars become available. An increasing number of cities are imposing their own bans ahead of the 2040 ban, plus it is expected that there will be more clarity on the ban and the electric vehicle infrastructure will continue to grow. Additionally, the landscape of a post-Brexit UK will be clearer soon and this could encourage motorists to shop in the used car market.
The future of the used car market in the UK looks healthy despite the fact that there has been a great deal of uncertainty in the UK over the past year. Provided that dealerships are able to provide motorists with a range of second-hand electric automobiles, it is easy to see motorists opting to buy used as opposed to new as this can allow for big savings which is important in the current economic climate. The green car revolution is fully underway and this is what has managed to keep the used car market afloat during a challenging period.
Controversial Business Moves: Have Amazon Gone Too Far?
Amazon are a marketplace giant, and their combination of a huge choice of products, low prices, and fast delivery options have seen them wipe the floor with their competitors. It’s even claimed that whole industries have been almost wiped out by the online retailer’s presence. But, where there is brilliance, there is often also controversy. Amazon is no exception. Let’s take a look at some of their most controversial business moves of late!
Let’s start with what is perhaps the one thing that we’ve all experienced when shopping with Amazon that has left a sour taste in our mouths: packaging. Now, we live in a world where we’re becoming increasingly aware of the detrimental effects that human activity is having on our planet. One of the main man-made problems posing a threat to our beloved Earth? Waste. We use so many products on a day to day basis that are seen as disposable, and we often throw many products and most packaging away after just a single use. The UK produces around 30.5 million tonnes of waste every single year. Within the EU, people produce around half a tonne of waste per person, and with over 500 million inhabitants, this figure quickly mounts up. America is said to produce 250 million tonnes of garbage on an annual basis. So, when many of us shop, we expect responsible large-scale businesses to use as little packaging as possible and to, preferably, send our purchases in recyclable materials. Sure, this may cost a little more and take a little more time, after all, you’ll have to pick packaging options logically rather than throwing every item into the first box that catches the supplier’s eye, but surely it’s worth it. It really isn’t all too surprising that Amazon causes outrage on a regular basis when they have been reported to send items as small as a phone charger in a box large enough for your small kids and cats to make a fort from. Now, the company has tried to justify this behaviour by saying that they optimise for the whole rather than the individual. Theorist Alexander Savin noted on his twitter feed that “Amazon uses a complicated software system to determine the box size that should be used based on what else is going in the same truck and the exact size of the cargo bay. It is playing an automated Tetris with the packages. Sometimes it will select a larger box because there is nothing else that needs to go out on that specific truck, and by making it bigger, it is using up the remaining space, so items don’t slide around and break. This actually minimises waste and is on the whole q (sic) greener system. Even if for some individual item it looks weird.” While this is an interesting theory, the tweet received all sorts of lash back from people refuting the theory. Many believe that the genuine reason for entirely environmentally unfriendly packaging is because Amazon promises such fast delivery that workers have just a matter of seconds to grab the nearest box or packaging to get the item out on time.
Again, convenience has come hand in hand with another complaint for the big bosses at Amazon. Sure, we’re all now familiar with Amazon Prime, a service which offers guaranteed next day delivery on a whole host of items. But have you heard of Amazon Prime Air? This is a fully autonomous system where a drone (otherwise known as an aerial vehicle) without a human pilot can deliver goods to customers within 30 minutes or less of completing their order. Sounds like something from the future, right? While this service hasn’t yet been launched by the company, it is in development and trial, and Amazon hopes that one day seeing an Amazon drone delivering goods by air will be as common a sight as seeing one of their delivery trucks travelling down the highway. People, expectedly, have a lot of questions surrounding the practice. They want to know how heavy the goods that this method could deliver can be (the answer, so far, is five pounds), where they are testing (there are currently trials in the United States, United Kingdom, Austria, France, and Israel), and whether weather will affect the service (the company claim that they aim to operate in daylight when there are low winds, there’s good visibility, and a lack of rain, snow, or ice). Perhaps the most important issue on our minds, however, is how Amazon intends to navigate the airspace in each given country, as drones are a risk to planes. This is still being negotiated, so perhaps it will be a while before we really do see these plans come into practice and public use.
Perhaps the most recent controversy associated with this retail giant is its delivery of live animals. The company has been slammed by animal activists and many consumers alike for offering home delivery of live animals such as lobsters and crabs. Not only is the method of boiling these creatures alive for consumption cruel in and of itself and something that shouldn’t be promoted at all (nevermind in the home and left to the hands of inexperienced and unprofessional cooks), they can also face the cruel fate of being left in boxes for days as they make their way from supplier to consumer. This is a sad case of sentient creatures being treated like commodities on a whole new level. Many customers have since cancelled their accounts completely, stating that they will not return to Amazon until they cease this cruel practice.
As you can see, Amazon is no stranger to controversy, and some of the decisions that they have made in their process of trying to meet the mass market’s needs and expectations really have backfired. However, where there is a complaint, there is room for improvement, and hopefully, they will begin to take customer feedback into account, ensuring that their business becomes as eco-friendly, safe, and cruelty-free as possible!
Customer Care: Making People Feel Important
If you’ve been in business for a couple of years, you probably have a good understanding of the old idea that the customer is always right. Of course, this isn’t to say that the people you serve are geniuses and that they are constantly correct where you are wrong. Instead, it’s simply suggesting that you ignore your own feelings when talking to people like this, treating their word as if it is the only thing important to you. Understanding how far this should go within your own company will be a challenge. To help you out, this post will be exploring some of the key areas you will have to consider, along with the help you can get along the way.
Customer’s Expectations: The people spending money with you are those you want to please the most with this sort of work. Having been treated well by loads of other companies, the level of expectations most people have for the businesses serving them will be very high. Meeting these requirements can be hard for some companies. You will need to work tirelessly to handle the finer elements of this job. Thankfully, there are loads of tools out there to help you with this, and a lot of them are completely free.
The Areas To Work On: There are quite a few different areas which need to be worked on before you can consider yourself a customer-focused business. It will be easy to tell how much effort you put into this sort of work, with the results impacting everyone using your business. Below, you can find some of the examples you will have to keep at the front of your mind.
- Customer Service: When a customer needs help with an order, a query, or any other kind of service, it’s important that your business handle it as swiftly and professionally as possible. A large part of this will be the training being taken by yourself and the employees doing this job. At can take many years to be able to handle this part of your business, and a lot of people will find themselves struggling throughout.
- Customer Health & Safety: Along with feeling like their queries are important to you, it’s also critical that customers feel safe when they are spending in your stores. If you have someone slip and fall on ice outside your doors, they may have the chance to take you to court. Avoiding this sort of issue is a priority, with a lot of modern customers going out of their way to get something out of normal accidents like this.
- Customer Complaints & Suggestions: Of course, sometimes, a customer won’t be trying to get in contact with you because they’d like to ask a question. If an order goes wrong, it can be understandable if a customer wants to have some harsh words with you. While this may be hurtful and hard to hear, the advice they give could be very useful to you. If they see that you’ve put their complaint into action and solved the issue, they will be much happier to spend with you going into the future.
- Accessibility: Companies have to work hard to make sure that everyone has access to them, nowadays. Ramps, lifts, and other tools are all perfect when you’re working towards getting something like this done. People will be unhappy if they are unable to shop with you because of a disability they are suffering with, and you have the power to solve an issue like this before it ever comes.
Why Is It Important? When you’re looking at all of the work before you in a field like this, it can be hard to see the importance of what you’re doing. In reality, though, without this sort of effort, it will be obvious to customers that you haven’t spent any time thinking about them. For those most loyal, it could be frustrating to see your business go for so long without any change. Thankfully, solving this shouldn’t be too much work, and a lot of people have a good idea of what will need to be done based on their own expectations of businesses.
Hopefully, with this post in mind, it should start to get a lot easier to repair your relationships with customers which are unhappy with your business. It’s important to keep your customers at the forefront of your mind when you’re running any sort of company. Without these people, you wouldn’t be able to earn, and this makes it very important to keep up with them.
Business10 months ago
5 Points to Consider Before Starting a Website
Culture and Lifestyle11 months ago
Escaping Your Addiction For Something Safer
China5 months ago
A Lovers’ Quarrel: What Now for India and China?
Opinion5 months ago
Changing The Rules of the Game: What to Expect When Social Media Dictates the News
India7 months ago
Struggling over Water Resources: The case of India and Pakistan
Business4 months ago
GESAB, innovation and design with 25 years of experience
Economy5 months ago
Creating Perceptions: What is Really Happening with the Indian Economy?
India Russia Cooperation5 months ago
Diamond Diplomacy: India and Russia Natural Allies in Reshaping Diamond Industry