Content has become the basis of marketing and sales

Marketing trends

It will not be superfluous for all entrepreneurs to find out what changes await the digital industry and in what directions it is developing. Consider these marketing trends that will determine the winners in the business.

1. Content has become the basis of marketing and sales

Content has become the foundation of everything. It helps to make sales and build loyalty to the company, arouse interest. Good content shows the audience that you are up-to-date and not afraid to receive feedback..

Ways of promotion are varied: Youtube channel, corporate blog on the site, interesting groups on social networks. This is only part of the variation. Content now surrounds us everywhere. Therefore, one cannot do without a content marketing plan and strategy, as well as competent specialists in this field. Content costs money. None of the above will work without a sufficient amount of resources, personnel and funds. Building content marketing alone will be difficult.

For content to work for the brand, do not forget about the main goals. It should be useful to the user and take into account the specifics of the business. Create content that fits perfectly into the sales process.

2. The potential of chatbots has not yet been fully disclosed

The audience is looking for convenient and easy ways to interact with companies. Moreover, it is important that contact occurs on its terms. Chatbots are just about that. They help to enter the territory of the client and be organic. Therefore, the creation and integration of bots in business is an important stage.

According to recent polls, 73% of marketers say they use website analytics to research an audience. 42% say they use correspondence with her. In this comparison, analytics is slightly inferior. She gives dry numbers and can not tell about all the desires of the user.
Bots fill this gap. They not only provide an idea of ​​what and when consumers are looking for, but also facilitate the process of marketing information delivery. It turns out a double benefit: the company demonstrates itself and at the same time receives recommendations on how to become better.

3. Alternative search forms

In addition to the classic search for information, when the user drives a question into the search bar, there are other options. For example, voice search, which is becoming increasingly relevant. Marketers should prepare for its wide distribution..

Such a search, thanks to Alice, has already been implemented by Yandex. With it, you can order pizza or find a car for car sharing, using only voice.

Considering marketing trends, digital specialists are gradually increasing the volume of visual and audio content. They are doing the right thing. Since the audience needs several options for interacting with the company, which means an alternative search will be, if not a priority, then of great importance in the future.

4. Marketing and PR duplicate each other

The activities of marketing and PR teams are becoming similar. Brands understand that the directions have common goals and similar methods, which means that they will work more efficiently if they bring them closer.

PR and marketing channels have changed. Now these are not template messages in the corporate newsletter, but the creation of high-quality content that is valuable to the brand, journalists and the audience. It is important that the content is familiar and credible. Working, if not together, then at least with an eye on each other, marketing and PR are able to more effectively disseminate the necessary information and bring the company more profit.

5. Security and privacy are the key challenges of the new era.

To say that this was not the best year in terms of confidentiality is to say nothing. Suffice it to recall the courts with Facebook. The flow of news reports about infiltration into databases, hacking sites and theft of personal information, it seems, did not stop. Obviously, such problems cannot remain without the attention of a reputable and responsible company. In addition, marketers must consider declining credibility in official media and do the job honestly..

Internet security is a requirement of the modern consumer. In 2018, the introduction of the GDPR (General Data Protection Regulation) in the European Union was a big step.

6. Personalization is a sign of a successful marketer.

There is no reason to show the user an inappropriate offer. A successful company should create “warm” content for its audience so that they feel special.

Consumers are bombarded with a huge avalanche of information, and simply will not pay attention to typical messages. Technologies can scale the work of marketers, but they should not turn them into spam producers. The better the company studies the customer data, the more personalized and useful content it offers, the more authority and attention it deserves..

7. Less is better

It’s a little strange to say that it is useful to narrow the user’s attention. But it really helps. Marketing trends are good, but you should not work solely for them. When a marketer is chasing only new tools, he does not have time to master the old ones well. Because of this, contact with the client is being worked out superficially, and trustworthy approaches are not being consolidated..

Not every audience is ready for constant innovation. In an effort to take advantage of all the “chips”, the marketer breaks into the trap of multitasking. The result is partially implemented projects, a blurred or incomprehensible message and an audience that suffers from inconsistency. In matters of modernization and implementation of the new, consumers should be in the foreground.

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