While it’s easy to figure out what is Trending today in the business world, it’s another thing to make sure your business is on Trend. We are not talking about being Trendy as in the latest fashion accessory, but reaching your target by utilizing the latest in technology and platform strategies. Let’s dive deeper into three top trends for 2015:
#1 Social Media
The trend for businesses to be on social media has definitely exploded over the last two years. From a previous blog about social media:
“92% of marketers indicate that social media is important for their business, up from 86% in 2013.” –Social Media Examiner
But that trend has now morphed into a new trend in itself. The Pay-to-Play phenomenon has hit the social media sector and it is here to stay. The use of algorithms has made it nearly impossible for businesses to have their organic content seen by their fans. It is no longer enough to establish a page, post, then watch it grow. Now, you have to establish a page, post, boost the post, run ads, and then watch it grow. And if you are not doing this, you’re wasting your precious time.
There is a brighter side to this story…it’s called Targeted Marketing. The ads placed on the social platforms such as Facebook and Twitter can be specifically targeted based on age, gender, interests, geographic location, and language. These ads can be accessed 24/7 during your ad campaign to make timely adjustments and pull up-to-date performance stats for optimum exposure. It’s a great cost-effective way to reach the end consumer, educate them about your product offerings, and ensure the content generated for your page is being seen.
#2 Brand Experience –> Customer Experience
Gone are the days of perfecting the Brand Experience, it is all about perfecting the Customer Experience. Personalizing your brand messaging to your customer, and ensuring their experience with your brand is exceptional, will now be what it is all about. The customer is in charge and they’ll go with the brand that caters to them, plain and simple.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” -Sam Walton
Whoever your customer is, B2B or B2C, this rings true for how you enhance their experience with your brand. They are exposed to marketing messages every day; make your message personal and directed to them, ensuring you make a connection with your target audience.
#3 Mobile vs. Tablet vs. Desktop
It’s no surprise that mobile technology is one of the largest ways to consume media. Being connected 24/7 is the name of the game now. What is surprising is the assumption that the experience the customer receives on a desktop is the same as their 3” mobile screen. This is where many brands suffer and where investing a little time to determine how their targets consume media is critical. If your target is still consuming their digital media the traditional way, where they are chained down to a desktop, well then you might be ok. But, if your customer is on the go reading news and consuming brand messaging via their tablet or smartphone, then you need to rethink how you deliver your message. The ultimate goal is to offer the exact same brand experience whether being viewed from a desktop or a mobile device.
“Of Smartphone internet time, apps capture 86% of usage.” –Nielsen
How do you do this? A little legwork is required and knowing where you can access the information you need. Partner with your media reps and know how the product is most consumed. This will guide you in tailoring your development of deliverables. Follow media trends; determine how different applications are being viewed and how much time is spent on them on a daily basis. Understanding where and how your message is received will help lay the foundation for what the final product should be.
If your brand strategy is lacking in any of these areas or you just need a fresh perspective, contact our team. Our expertise can help your brand reach the target you are seeking and produce results, whether you are focused on B2B or B2C.