1. Target Micro-Moments
Smartphones are practically glued to consumers’ hands, and consumers are using this valuable tool to gather information on brands and make purchasing decisions. Studies show 82 percent of smartphone users pull out their devices to help make in-store decisions. The complete consumer journey needs to be mapped out in micro-moments. And it needs to be a comprehensive, multi-device journey.
Whether online or off, it’s imperative to provide the right information to customers during every step of the journey in real time based on where they are and what they’re expecting in that moment.
2. Combine Content Marketing and SEO
People are increasingly ignoring advertisements, so it’s more important than ever to be a subject matter expert. SEO is evolving as voice assistants and mobile devices guide consumers to the information they want. The only way you can appear on search results with the stiff competition in today’s market is through content clustering.
Your SEO and content marketing strategies need to be combined so you have clusters of specific content relating to every keyword you want to rank for. This covers each step of the sales funnel while signaling to Google that you are the subject matter expert. No matter what questions customers may have, you need to be the resource they choose.
3. Invest in Marketing Automation
Of all the trends mentioned across marketing publications, automation is one you need to take part in. Marketing automation software usage is increasingly growing, and it’s giving a competitive edge to adopters. By 2025, the marketing automation industry will be worth $7.63 billion a year—and with good cause.
Automation speeds up repetitive processes and can accomplish much of what I’m discussing in this article. The right marketing automation tools can help you identify strengths and weaknesses, map consumer journeys, and find the right avenues to market your brand.
If you’re still struggling to validate the return on investment of your marketing spend, there’s a reason for that. In rushing to stay on top of every new trend, you lost focus on your brand’s original vision. It’s time to step outside the trend bubble and get back in touch with your core audience.
Dara Treseder is the chief marketing officer for GE Ventures.
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