We are in the middle of a revolution. A communications revolution which is unprecedented in the history of marketing, short as it is. The digital age of the internet, mobile phones and devices is well and truly here. People are embracing this revolution and changing the way they think and behave. Therefore, you could say it’s a cultural revolution too. They are also turning their backs on conventional media, and it’s not just the young. Facebook has seen a huge jump in baby boomers getting onboard. Everyone’s at it.
Some big brands have taken their entire media budget over to digital. A move that might seem high risk now but may become standard practice in a few years time. What should you do? Looking at where you are now and where you could be in twelve months is a good place to start. At Kemistry we have ideas on that ourselves. Read on to get an understanding of how marketing has changed.
The fact is, all this communication is changing our way of thinking. We no longer follow trends and topics in droves as we used to when our choices were more limited. Now the internet is our instant source for almost everything that interests us. With Google handling over 2 billion searches a day we’re making the choices on what we look at. Just as people became more worldly with the advent of travel, people are becoming more savvy and niche in what they want from this new found freedom. It’s easy to find like minded people and follow up on interests we had little access to before. Think of it as extreme cross pollination.
This new age of choice has had a backlash effect for marketers. Audiences are now more aware of being marketed to than ever before. Young audiences especially do not like it unless it’s a brand they associate themselves with. They see it as someone telling them what they want. With the world at their fingertips they are more likely to research your product and make an informed decisions on any purchase. Having your online presence up to speed to assist them along the way will help keep your brand in that process.
They want more clarity and honesty from their brands. They want all the fat trimmed off any communication so they can get to where they want to be fast. Losing them is easy. It’s just a click away. Your website should deliver everything they need effortlessly. Two clicks away is a good guide to how accessable everything on your site should be. That’s their needs covered but what about their wants. The internet generation are hungry for knowledge. The more you can do to impress them with informed opinion and expertise, the better. It’s referred to as content marketing and it can quickly sway a purchase decision your way. Imagine two estate agent sites. One has an article with 101 ideas for increasing the value of your house relevant to your local area. That’s who you’ll probably go with. Their knowledge made the difference. Much in the same way restaurants tell you where they source their menu from, a brand can start a similar dialogue on their website. It’s interesting and reassuring.
Remember, hanging on to your prospects while they’re on your site is key. Making the customer always feel as if they’re in control is now an important element of good web design. Designers put the users interests and needs well ahead of the companies. It’s all about what they want from you, not what you want from them.
For many companies, Social Media is proving to be an essential part of their marketing plan. They can make the customers who join feel special, as if they’re now part of an inner circle with privileges. For the customer it’s a chance to talk directly to the brand. Telling them what they want. That’s information money can’t buy. It works both ways and done well, it’s good for everyone.
Smart phone owners are now accessing the internet on the move more than ever. Even while at home and near their computers. They’re spending more time online on their phones than their computers. Prepare for this to be the next big thing. Smart phones are getting cheaper so everyone will have one before too long. Mobile marketing will soon be second only to your website in your marketing plan. And that will probably change with mobile marketing growth rates overseas shooting through the roof.
Adapting to meet these new challenges is where your brand can make a difference. As the digital revolution forces change, it also creates real opportunities to stand out as a modern thinking brand. Your main weapon is your website. If your online presence is seen to be ahead of your competitors it sends out a strong message to your customer. Talk to us. At Kemistry we understand what they want from you and what you want from us.
