I recently attended a webinar presented by Hub Spot, where they took a look at what will drive marketing success in 2016. They discussed how buyer behaviors have changed, and as a result advertising has changed.
In 2007, Apple introduced the first ever iPhone. Back then, mobile did not even factor into website design. Today, mobile browsing exceeds desktop browsing.
Another change is in website security. Heightened security has become more common because website attacks are happening more now than they used to.
Not surprisingly, advertising has changed. TV commercials, direct mail and phone calls are all traditional ways to reach the consumer. But 86% of TV viewers skip the commercials, 44% of direct mail is never opened, and there are 200 million people on the Do Not Call list.
So what can you do when advertising becomes less effective?
Create content that can be found on a search and that will stay on a search over time. 70% of traffic comes from old content.
If you are spending money on content, make sure it is only the very best content. Make sure you are getting ROI.
Be sure to use all channels available (web, social, email, etc).
Personalize your marketing. Online consumers get frustrated when website content appears that has nothing to do with their interests.
Identify the buyer’s needs. Treat loyal customers differently than first-time customers.
Keep your website load time to a minimum so you can stay high in the search ranking and to keep traffic coming back. Every second it takes your site to load is a missed opportunity.
Speaking of search ranking, everyone wants to be at the top of the list on a Google search, but Google is constantly changing their algorithm. Google says, “That’s what you signed up for if you’re trying to rank highly in Google.”
Marketers redesign their website about every 18 months. How long has it been since you have had a redesign? When you do redesign, consider not only the look and content but also the platform the website is on. What is the best fit for your stores? Are you aware of the different platforms available and would it benefit you to try something new?