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.
New Business Approaches
Business, like anything in life, can sometimes become a bit stale. Sometimes you need to refresh your approaches to give it that new lease of life that is so badly needs. But, sometimes it is unclear, and you’re not sure which direction you need to take to get the best out of your business. It is something that everyone goes through at some point, but is something that can be easily solved. All you need to do is know your business, and do a little research. Luckily for you, this article is going to give you a bit of advice if you’re stuck with knowing what to do.
Somehow, this is where a lot of businesses lack. They’re so money driven that sometimes they can lose track of the bigger picture, and the people who matter the most. The customers. They’re ultimately who are going to be giving you the money you so badly desire, so keeping them at the forefront of your mind should be something you’re always trying to do. Even little things like making sure your office is immaculate when customers come in is going to make the difference between a sale or not. If they see somewhere that looks a bit dirty and dingy, they’re not going to want to do business. People prefer places to look tidy and smart. Custodial services aren’t that expensive, so if you know you’re rubbish at keeping the office clean, this might be worth looking into. Another way of making sure your customers are always happy is by doing questionnaires. These can be done either when they come in the store, or online anonymously. This feedback to your should be invaluable.
Marketing should be a big approach for any business. If you’re not currently marketing yourself, you really need to look into why it’s important and how your business will benefit from it. If you are marketing already, then you’re already on a step in the right direction. The only downside to marketing is your approaches can sometimes become a little stale. What once used to work for you might not work now. This is where a fresh approach is definitely needed. Do some online research and see which methods you might be interested in. If you haven’t tried it before, SEO and link building is a really good way of gaining your business exposure. It is a risky game, so you are going to be better off hiring a consultant, but it’s definitely worth doing in the long run. Be warned though, you won’t see results straight away, and it is on the more expensive side of marketing. If you’d like to try cheaper ones, then radio or social media marketing might be the route to go down for you. It just might be the case that you don’t get as much exposure from methods such as radio.
New business approaches are bound to only do good for you. Above are just two ways in which you can make your business better.
Who Will Save The Planet: The People Or Big Business?
Are you worried about climate change and the general state of the planet? If you read our previous article on the subject, you certainly will be and if not, then perhaps it’s time you caught up. The shorthand version is that the world is slowly dying. American talk show host and political comedian, Bill Maher, recently questioned why innovators like Elon Musk are so fascinated by the idea of living on Mars. Instead, he asserted, we should be focusing on saving this planet and correcting the damage done to it. Scientists are constantly trying to warn us that we need to do more to save the planet, but who are they talking about here?
The question we want to answer today: who has the best hope of saving the world and fixing the environment? Is it big business or the individual homeowners? In other words, should we look to the ant or the grasshopper? As the old fable goes, ants may be small but in large numbers they might be capable of far more than the larger, strong Grasshopper. To answer this question we first need to look at the statistics.
The Maths Behind The Melt Down
Here’s an interesting statistic for you to mull over.One child per family, according to experts is the equivalent of 58.6 tonnes of CO2 carbon emissions annually. That’s right, just by having kids and growing your family you are causing the destruction of the world. Try not to take that too personally because actually everyone is guilty.
However, before you get too distressed about this, let’s shine a light on another stat. 100 companies in the world are causing 71 percent of the global emissions that are currently destroying the environment. Essentially, this sends the message that we shouldn’t be trying to change the minds and lifestyles of the individuals but rather the businesses that are slowly killing the planet.
Of course, it is worth considering that while that might seem like there’s just a few bad eggs we are in the age of the massive conglomerates where monopolies are common. Just this month we learned Disney was attempting to buy up Rupert Murdoch’s pride and joy while Warner Bros. continued their efforts to merge with AT&T. What does this tell us? Is it really that surprising that – in comparative terms – a few companies are causing most of the pollution. Absolutely not, but that doesn’t leave the random individual completely blameless. Indeed, it’s fair to say that most people these days own a car or two. A typical vehicle will create over 4 tonnes of carbon emissions per year. Imagine how much damage you’re doing by driving alone.
The Businesses Must Act
One train of thought here then is that it is the businesses that must make changes for us to be able to see the light at the end of the tunnel. Believe it or not, that is starting to happen, at least in some areas of the world. In Denmark for instance, the government has set high stands for companies and the level of carbon emissions they can product. Infact, there is a heavy focus here on renewable energy which actually, all businesses should be looking towards now as a solution.
As well as this, businesses are in the perfect position to introduce innovative technology and processes that could make everything more efficient. Ultimately, this could start at the manufacturing level and we can take jet engines as an example here. So, during the manufacturing of turbine engines, producers now have the possibility of using Laser Light technologies to drill tiny holes into the engine, thus allowing it to cool more effectively. With this feature, the engine uses less energy and is a lot more efficient. For that to happen though, the producer has to use that method. The company creating the planes has to buy from that producer. But, if all this does occur then ultimately it impacts various different processes in the world. Flying from New York to London is suddenly a lot more eco friendly. So, perhaps the phrase should be ‘it starts at business’ rather than it starts at home.
After all, it is the businesses that are going to have to change to ensure that the impact of climate change and other environmental factors are reversed. One could even argue that if every business began to take a hard stance on correcting the impact that their model is having on the environment the issue would be resolved overnight. But, let’s take a closer look at the individual.
Power Of The Public
There are a few reasons why ultimately it is the public that has the power to change the impact we are currently having on the environment. First, of all, there’s that ant, grasshopper fable. There are a lot more people in the world than there are businesses. If everyone changed their energy usage the issues with carbon emissions wouldn’t disappear but they would be significantly reduced.
The public also have the power of the buyer. They can decide and determine who they want to buy from. If the public started turning their backs on businesses that continued to pollute they would have no choice but to act and to change their ways.
As well as this, we have now reached the point where small gestures won’t be enough. As the world population continues to grow, it’s clear that the biggest threat to environment is not carbon emissions but people. Governments need to act swiftly and start taking appropriate measures that may seem severe like limits on the number of children that people can have. While this might seem drastic we need drastic actions now, if the report by 15000 scientists is to be believed.
Perhaps then this is a trick question. The power to save us isn’t in the hands of the people or the corporations. The power to save us is in the hands of the governments around the world. But of course, governments work, at least they should, in the best interests of the people. As such, if you want to save the planet we really only have one question. How loud can you shout to make sure your voice is heard on this issue?
Dealsan, an online product price comparison
Go shopping online is an activity that draws attention to a lot of people, because of the excellent prices that can be found in different products, as well as the convenience of being able to buy from home. However, there are some drawbacks with internet purchases that everyone would like to overcome.
One of the points most considered by people who buy these kinds of products on the most famous and trusted virtual stores in the world, such as Amazon or Ebay, is the time they spend looking for the best options of the same product. It can even become tedious to go around comparing prices, brands and reviews of products, without knowing exactly which one to choose or even if we choose one of the options we are missing the opportunity to get a better offer.
Fortunately, there are price comparisons, professional platforms, such as Dealsan, which allow its users to compare among millions of products of all kinds, whether mobile phones, TVs, watches, clothing and others, which facilitates the process of purchase, in addition to ensuring you the opportunity to get the best deals on the product you are looking for.
There are many reasons why price comparisons have become popular, since the advantages they offer when shopping online are not few. So, for example, just enter the site and write the name of the product you want to see the best deals of major online stores and get seasonal prices without having to make a long search.
On the other hand, this way of purchasing is safe, of course, depending on the price comparator used. Dealsan and other hundred percent secure platforms allow purchases from reliable and globally recognized sites, such as Amazon, Etsy, Ebay and others. So security and reliability are not a concern when using these types of platforms.
The variety is another strength of several online price comparators, since it is not necessary to go from store to another, or even in different sections of online stores. If you want to look for good discounts of products that belong to different categories, you can access all the products you are looking for with a search box available on the website.
Finally, another advantage of using a quality price comparator is that it offers a good visual format for the products, with images large enough and clear enough for the customers to have more details of the products that are bought.
The world of online shopping is becoming more modern and innovative, the same way it has been evolving since the first online stores were established. Now, thanks to the use of price comparators, among which Dealsan ranks first, the online shopping experience has improved significantly for people.
Due to all these reasons, every day more people make their purchases online through a price comparison, having a great shopping experience, while getting quality products and the best prices in the market. And the best part is that this type of platforms is completely for free and you have no risk to lose anything and it is completely safe.
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