Connect with us
Hi I am Cortana

Hi, I am Cortana (Source: DualShockers)

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”

social media apps

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.

Native Advertising

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

mobile marketing Social media apps windows phone

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.

Use your ← → (arrow) keys to browse

Student @ Advanced Digital Sciences Center, Singapore. Travelled to 30+ countries, passion for basketball.

Continue Reading
Comments

Business

Understanding The Risks That Come With Driving A Truck

Published

on

Being a truck driver is often seen as one of the easiest jobs around, with a lot of people assuming that this role is just a matter of going from A to B. In reality, though, the truck drivers that everyone relies on to transport food, goods, and other essentials have one of the most challenging jobs around. There are loads of risks that come with taking on a role like this, and this post will be exploring them to give you an idea of what the average truck driver has to contend with. 

Theft & Robberies

Many of the world’s criminals don’t plan their attacks. Instead, they will act when they see an opportunity, and a heavily laden truck can be a clear invite to someone who is willing to break the law. Truckers have to work hard to protect their cargo, especially when they make overnight stays, with many professionals in this field choosing to sleep in their truck to make sure that they don’t find themselves with nothing to deliver. 

Accidents & Crashes

Accidents are becoming increasingly common on modern roads, with more and more drivers increasing the risk that a truck will hit something. If you ever find yourself in this position, you can discuss your case with an expert truck accident lawyer to make sure that you can get the help you need. This process can be hard, and drivers are often left without their truck while they work to get compensation. This can make it impossible to work, making an accident the last thing any trucker wants.

Accidental Death

Trucks are usually very large, carrying huge amounts of weight around with them over long distances. It can be all too easy for a simple mistake to result in someone dying, with pedestrians and other drivers to worry about. Causing an accidental death can be almost as bad as doing it on purpose, with people often going to prison when this sort of issue occurs. Taking advanced truck driving courses can be a good way to lower this risk.

A Dangerous World

It’s no secret that the world can be a dangerous place, and truck drivers often have to visit places that are nowhere near as safe as their home to get their job done. This puts a huge amount of risk into the job, especially for truckers that carry expensive goods through places that don’t have the right legal infrastructure to help them in an emergency. This sort of problem occurs quite often, but this is much rarer than the other issues on this list, as many truck drivers stick within their home country.

As time goes on, the role of a truck driver is going to change quite a bit. Autonomous trucks are already in development from several key companies, making it only a matter of time until the largest vehicles on the road are largely controlled by computers. Until this point, though, you are going to have to rely on your truck drivers for the items you need.

Prev postNext post
Use your ← → (arrow) keys to browse

Continue Reading

Business

4 Ways to Boost Your Home’s Value

Published

on

We all know how important it is to take care of your home to make sure that it lasts for as long as you want to live there (and beyond, too). But, when it comes time to move, you want to make sure you can get as much money as possible from your home. To do this, you need to think of how you can add value to your home now, and here are four of the best ways to do that. 

Add Some Luxury 

Luxury is not something everybody wants from their home. Some people prefer the modest and rustic styling of a family home, away from all the minimalist nonsense. However, there is the other side of this, and for others, luxury is a dream for homeowners. 

There are plenty of luxury options available, too. These can include a home gym, a welcoming spa or large bathtub, or even an outdoor pool. You must research the best companies to install this, and find adequate Waterproofing and Concrete Supplies to make it a success, but whichever luxury options you add to your home, you’re guaranteed to increase its value. 

Make It Rentable 

If your kids have moved out and it’s just you, your partner, and the goldfish left, you can consider making your home rentable if you want to increase its value. Transforming your child’s old room into a place for someone to stay during their travels is an easy way for you to make some money, but you can also take it a step further. 

If you want to increase the value of one property, there are few better ways than to transform it into several properties. If you convert the upstairs area into an apartment, you (almost) double the property’s worth, especially if you’re in an appealing part of the city. 

Consider Curb Appeal 

Curb appeal is arguably one of the most effective ways to increase your property value without spending too much money. Often, it only takes a quick mow of the lawn and replacing the flower beds to make it more attractive. You can also add a fresh coat of paint that will make your home stand out, and this will immediately attract the right kind of attention, especially compared to the drab colors of other homes on the block. 

Expand the Space 

Renovations and extensions are two excellent ways to maximise your home’s value as they will immediately add more space. This is perfect if you want to modernise your home by upgrading the kitchen or adding an en-suite to the master bedroom. 

However, some renovations can be more hassle than they are worth. So, before you do anything, make sure you research reliable construction companies in your area so you don’t get taken for a ride. 

Boosting Value 

Improving your home’s value can be expensive, but hopefully, the work is good en0ugh that it adds at least a zero to the end of your property’s price when it goes up on the market. If you can’t afford a substantial renovation or installation, there are also small but effective options to consider. It’s all about what you want, what you can afford, and how much you need to spend on your new home.

Use your ← → (arrow) keys to browse

Continue Reading

Business

How To Offer Further Value To Your Clients

Published

on

It’s important to never take your clients for granted. That said, sometimes businesses can get lazy, especially when it comes to taking care of their most loyal. It can even be that businesses make riskier decisions as a result, or just expect their clients to follow them everywhere.  

If 2020 has proven anything, it’s that businesses simply cannot rely on the past to dictate their future. For this reason, moving into the new year can provide us all with a chance to consider how to make the most of our presence, and how to keep those who trust us as a firm around. For this reason, figuring out a few ways to offer further value to your clients can only be a good thing. Not only will this allow them to recommend you more sincerely, but they will retain their consumer confidence for now and throughout the rest of this year, which is never something to be taken for granted as everyone is having to manage their financial affairs more tightly.

But how could you achieve this/? Let’s consider:

Offer A Modular Service

It can sometimes be that offering a modular service is best. That is, changing your packages to ensure staff can buy what amount of your service or product set they want can be a great idea. For instance, if you sell desks, why not also sell desk parts so people can upgrade? This way, you can encourage purchases that may not have otherwise happened. It can also help you better appeal to more people, people who believe that a modular service is the essence of business promotional confidence.

Use Outsourced Help Where Appropriate

It can be a great idea to offer certain services that may go above your reach, just to go the extra mile for certain clients. For this, you might not have to completely refer them to another service. Using an outsourced helper, such as a graphic designer, printer or someone with technical or consulting capacity, can really help you deliver the best of the best. They may also help you better your services through advice and direct assessment of your services, helping you avoid learning the hard way. Contractors can help you out in a pinch, or serve as long-term aids. That can be a boon for many businesses through and through.

Listen To Their Needs

Of course, you can think up a million methods to help your clients, but do you actually know what they want? It can’t hurt to ask sometimes. This doesn’t mean the customer necessarily knows what they want, or how they are best served, but it’s worth taking their opinions into consideration when designing your future. This might influence you when making the tough decisions, or when considering your future marketing, or even if just wanting to determine who cares enough to respond to your survey. It can truly make a huge difference going forward.

With this advice, you’re sure to offer further value to your clients, and to connect with them more readily, through and through.

Use your ← → (arrow) keys to browse

Continue Reading

Trending