As we approach the end of the 3rd quarter in 2013, it's time to take a look at the final months in this year and begin to think about what your inbound marketing strategy will look like in 2014!
During this time of planning and analysis, you can begin to think of how you can capitalize on important and emerging trends to help meet your lead generation and revenue goals. With this in mind, here are five marketing trends that are not only prevalent today but will continue to grow and gain importance into the new year.
1. The Buyers Journey is fundamentally changing.
Up to 80% of the buying process is completed online before a prospect will reach out to a salesperson. This is a trend that shows no signs of slowing down in the new year. Many companies are already reacting to this trend that will continue through 2014. Being able to capitalize on early awareness, and present expertise and credibility at an early stage in the buyers journey will elevate brand preference and therefore increase the likelihood that a prospect will choose your solution.
2. Brand’s must compete for screen time in the digital space.
The only way to do this is to move from a digital brochure to an interactive and mobile optimized website. This starts with a sales-ready website, that continues to present a dynamic and relevant next step for each prospect to take depending on their location in the buyer’s journey. From your website to your social media presence, having a unified and engaging brand presence across the web has never been more important.
3. The importance of data will continue to grow, however so will the ability to qualify trends in this and draw meaningful conclusions.
For example, as tech giants react to growing privacy concerns such as Google’s latest move to encrypt all its keywords, it is the job of the marketer to look at organic source traffic, conversion rates and other important factors to determine the success of keyword strategy and campaigns. The amount of quantitative data will continue to accelerate, but the qualitative interpretation of this data will be more important than ever.
4. Great content is king, but context will be just as important.
As the flood of content increases, companies must be able to differentiate themselves from the crowd. In result, content must be great but it must also be presented to the right prospect at the right time.In other words, specific content offers should strategically address the buyer personas pain points at the top, middle and bottom of the funnel.
5. Content types will continue to diversify.
It will become increasingly important to address your target audience with a variety of content types to allow them to choose and interact with your content and brand on their own terms, whether this is an eBook, webinar, or Twitter chat.
It is now more important than ever to ensure that your brand and marketing strategy meet the standards of the new marketing playbook.If you want to come out on top your content, context and strategic execution must all be aligned to ensure success in today's market!