Wow, what a year! World Series champs, Hurricane Harvey, snow … it’s certainly not been a boring year in Houston. With that, Google shares some of its 2017 data to frame what the future of marketing is in 2018. This is a great read, full of great information. Hope you enjoy!
Surely you’ve heard the term coined by Google, ‘micro-moments.’ (If not, we need to talk). Quite simply, Google explains that micro-moments are: the introduction, being there, being useful, being quick and then connecting the dots.
1) Mobile is king and time is money
53% of website visits are abandoned if site takes longer than 3 seconds to load. For every second delay, conversions can fall by up to 20%. Test your own site here: https://testmysite.thinkwithgoogle.com/ Read here on how to improve load speed: https://buff.ly/2CeRMP
2) Generation Z
Move over millennials, Generation Z is our new focus (13 to 17 year olds). Gen Z are mobile natives who are at ease with all forms of technology since they’ve never known a world without devices. See their device preferences below and learn more about them here: https://goo.gl/uW19yg
69% – Laptop
68% – Television
62% – Game Console
52% – Tablet
3) Looking at the future of marketing through the trends of the past
The future of marketing based on trends from 2017 are below. Learn more about each one: https://goo.gl/w31T3e
- Voice assisted searches (currently are 20% of all searches made). Of the 40,000 searches on Google per second, 15% have never been searched before. We are having conversations with our smart phones and that means no keyword volume data on those long tail keywords. These already huge numbers will simply continue to grow even larger.
- Mobile first (*AMP – Accelerated Mobile Pages Project). Yes, we know this but I believe AMP will become part of our vocabulary in 2018. So let’s learn about it NOW.
- Omnichannel (basically, omnichannel is ‘being there’ whenever and however the prospect needs/wants you…cohesively… marketing, customer service, sales, support).
- Hyper-personalized – Remember, prospects need you to be there, be useful (to them), and do it all quickly. You have to make it all about them or someone else absolutely will.
4) Consumer Behaviors
Below are 3 things that Google says was learned from 2017, none of which are surprising. Consumers simply want easy and quick. Oh, and they want “the best.” And of course they want it, right now. (Mobile searches including the word “best” have grown by 80% over the past two years. – i.e., best nail salon, best realtor, best XYZ…).
- Customers are turning to their cell phones before making any purchasing decisions.
- They expect contextually relevant search responses.
- They’re impatient and will not wait for answers. (You can be there or someone else will).
5) Marketing to parents of millennials…debunked
Read the full story here: https://goo.gl/3gry8H
- 86% of millennial dads turn to YouTube for parenting advice. (Remember the micro-moments….be there, be useful, and be quick. THAT’S how to reach millennials.
6) The New Marketing: 6-second story telling
Challenge yourself to wrap your head around this. What problem can you solve for your prospects with a 6 second story? You better figure it out because it is a race. (Hint: get in the V I D E O game NOW). Read more here: https://goo.gl/YzGLij
7) L’Oreal’s digital transformation after 100 years in business
Maria Gulin-Merle, CMO at L’Oreal USA shares 3 digital transformation tips her company used to reinvent themselves in the digital era. Read more here: https://goo.gl/b8aA87
- Make it personal
- Data power
- Reimagine storytelling
8) Quarterly Failure Report
We all know (or should know) that “failure” is just a stop (or many) along the way to growth. A quarterly failure report allows a team to share lessons learned, and reinforce the culture of failing (aka ‘learning’). Huge success is just ahead but you may not even see it from the safety of your comfort zone. Read more here: https://goo.gl/JeJT9c
9) Paid ads: not just about reach
When you hear ‘paid ads’ we tend to think of Google paid ads. But there’s Facebook (and the entire spectrum of social media platform paid ads) but did you know that YouTube mobile advertising ads is 84% more likely to receive viewers’ attention than TV advertising? 3 second views allow consumers to experience higher recall Read more here: https://goo.gl/4EhUNV
10) ‘Open Now’ (as in, “What’s open (right) now”)
Local searches are more important than ever and will continue to rise. Smart phone searches are based on a user’s GPS location, while desktops are not (they’re IP based). No matter where your prospects are physically, local marketing is important.
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Hopefully this article made some light bulbs go off in your marketing mind. You simply must adapt with the digital era, or your business will eventually die. We have free workshops to help you learn more and I’m always available for a phone call. Together, we can turn small business success statistics around!
[Link to full article : https://goo.gl/pgTUYC]
More from Bob Keplinger - Executive Business Coach