Image credit: forbes.com
Context, relevance and delivery with efficiency, if these aren’t the topics under discussion in your organisation, perhaps you are not focusing on the right ones.
One thing that you should understand is
that businesses need to have a very clear focus on the expectations, demands
and needs of their customers. And what you shouldn’t forget is that the
customer group is a very diversified and fragmented group and has very high
expectations along with little patience for those who can’t meet their demands.
If you need business and if you need to thrive, let alone succeed in the
market, you’ll have to always stay visible.
This is what marketing is all about; to
stay visible and have a strong presence so that your customers do not get lured
towards competition. Remember, when in the business industry, out of sight
means out of mind. Here’s a roundup of marketing trends that you should be
prepared to follow religiously so that you can double your revenues and profits
considerably.
Social
media is a marketing channel, not a strategy
Perhaps earlier you didn’t imagine social
media as an effective marketing channel but since 2016 and the latest updates
that Facebook and Twitter received, social media has become an effective
platform where search and e-commerce activities are now happening. Thanks to
the pages being introduced, customers can now purchase items through Facebook
or its Messenger app. With the launch of Business on Messenger app, companies
are able to interact with customers through their Facebook pages or the
Messenger app and also buy online through the app, without having to visit the
e-commerce site actually. So yes, if you need to be present in front of your
customers, be there on Facebook because customers now deem that as an absolute
necessity.
The
omni-channel experience, a consumer’s best friend
If you intend to target consumers with the
right message, at the right time and in the right place, you will need to develop
an omni-channel strategy. Omni- channel is a multichannel approach that provides
consumers with an unmatched shopping experience, regardless of where they
happen to be shopping. Omni-channel can address issues behind existing strategies,
by providing an integrated experience where customers can access everything they
need in one place. If you’ve been to Disneyland, you will have been exposed to the
omni-channel experience that Disney has created. Starting from the mobile
website that allows you to go from looking at park details to booking your
tickets and accommodation, through to their app that allows you to plan out
your day via the map. This interconnectedness they provide customers, is at the
core of the omni-channel.
Mobile
with a capital M
It’s the era of the smart phone and if you
haven’t been pursuing marketing through mobile you’re way too late already. The
number of people browsing through smart phones has surpassed the number of
desktop users long ago. If you own a business, mobile is your basic marketing
strategy. From mobile responsive websites to customized apps and campaigns designed
solely for the smart phone users, this is what you’ll have to focus on if you
intend to be included in the frontrunners (although they might have moved on to
better things already) in your niche.
Current student in the Master of Marketing program at the University of Sydney Business School
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