If you want to be a successful modern marketer, you need to keep up with the constantly changing industry trends. This requires you to follow blogs and websites dedicated to marketing industry news. I have provided links and brief descriptions of a few websites that I recommend you to check out in a previous post. But what if you have an interview coming up and don’t have time to read all of the latest news? In this article, you will be able to learn about the most important trends in the digital space that all marketers need to know. You can think of this list sort of like a cheat sheet on all of the basic concepts. If you have read part 1 of this list, let’s continue!
6. Take advantage of the now with moment marketing.
Thanks to today’s interconnected world via social media, it is easier than ever to ride the wave of a new trend. Companies can successfully utilize moment marketing strategies by being quick to know and act upon a briefly trending topic. However, companies need to know their audience well and be consistent with their brand image. An excellent and popular example of moment marketing is Oreo’s tweet during the 2013 Super Bowl blackout.
7. Personalizing your marketing efforts pays off.
There are simple ways to use the data you have on your customers to personalize their experiences. For example, you can use their individual names throughout an email newsletter or start the email with a greeting based on the time of day. It is recommended that companies build a few personas to deliver each customer a certain type of content that they will be sure to enjoy. More can be read about this here.
8. For customers, it’s all about the experience.
Did you know that it takes 12 positive experiences to repair the damage caused by just one negative experience? Because it is far better to make a great impression the first time around, brand management is an important aspect of marketing. You can read more about brand management in my previous post.
9. Marketing automation makes everything easier.
With marketing automation platforms, businesses can personalize their marketing efforts in a much easier way. Tasks such as social media posting and email scheduling can all be automated. Marketing automation is a very new industry that is worth a billion dollars. However, many businesses still believe marketing automation is too complicated or expensive to use. In fact, marketing automation’s adoption rate is only 3% for non-tech companies. As modern marketers, we should embrace the future of the industry by learning more about how we can utilize marketing automation.
A simple example on how we can use this technology is by looking at the eCommerce industry. Did you know that the average shopping cart abandonment rate is 68%? While this is a difficult issue for online retailers, marketing automation is one of several great ways to resolve this common problem. With the technology, abandonment emails can be automatically sent to shoppers to remind and encourage them to pick up where they left off. Take a look at an example below from the company Fab, which makes use of the abandoned cart email strategy.
According to SaleCycle, almost half of all cart recovery emails are opened and over 1/3 of clicked cart recovery emails convert to a sale. It is clear that this strategy, with the help of marketing automation, can significantly increase sales of any online retailer.
10. Big Data is bigger than ever.
As you already know, data is essential to make any type of decision. Big data has been in the spotlight for a few years now and is not going anywhere. Everything from moment marketing, marketing personalization, marketing automation, and more all rely on data analytics. Now, data is even easier to interpret and make use of as data mining tools are rising in popularity!
This completes my top ten trends and concepts that all marketers should know. While they are brief descriptions that cover only the surface of each topic, the list can serve as a cheat sheet for you before your upcoming job/internship interview. As always, I highly recommend you to click on the links throughout this post to learn more about each topic. The more you know, the better prepared you will be to answer any questions that the interviewer may have. Read on and good luck!