The digital marketing landscape is constantly changing and evolving. With the seemingly never-ending introduction of new technologies, the ways in which audiences consume information never remains static. Keeping up to date with current market trends and audience behaviors is key to ensuring success amongst the many companies and brands competing to capture the attention of consumers.
Hands Free Assistance
Thanks to products like Google Home and Amazon Alexa, the ways in which consumers are finding and taking in information has drastically changed. In the Google application alone, 20% of searches are now done by voice, and this is just the start. As technologies continue to advance, this number will only increase. But what does that mean for you? This use of voice-to-search
has increased the number of micro-moments that occur for consumers. Essentially, features like voice-to-text encourage consumers to more frequently turn to their devices for “I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy micro-moments” (Lawson 2017). As these moments increase, so too will consumer’s expectations for more helpful and personally-tailored experiences.
Demanding Mobile Users
To be successful in today’s day and age, you must think mobile-first. More and more consumers are turning to their mobile-devices in their quest for information, products, and services, so having a fully optimized “mobile footprint” is crucial. Just as important is the speed of these mobile interactions. According to Think With Google, “for every second delay in mobile page load, conversions can fall by up to 20%.” Consumers don’t want to wait. It’s all about instant gratification, and if your mobile sites can’t stand up to their demands, your brand will suffer the consequences. So be fast!
Bridging the Gap
Offline and online worlds are coming together, making it more important to measure in-store visits. Using advanced technologies and tools like AdWords will allow you to measure and utilize data to better tailor localized advertising experiences. Check out this article from Think With Google to learn more about measuring store visits with AdWords.
With this ever changing and evolving marketing world, it can be tough to keep up. Consumers expectations continue to grow as a demand for more tailored ads catered to their specific needs increases. Though it is a daunting task, it is necessary to stay one step ahead of the game in order to be successful. Therefore, knowing and understanding the latest technologies and innovations is key. Take some time to watch this keynote presentation to learn more about how your consumers are growing and changing and how you can do so as well.
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