If your business is going to survive, you need to understand the importance of performance marketing trends and how they will affect you and your customers. Marketing experts identified a number of trends going into 2018 that they thought would be especially influential. Here is how some of those top trends panned out:
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The Rise of Voice Search
Many people predicted that voice search would become more important for marketing, especially SEO. Voice search met and exceeded expectations, with more and more consumers relying on it to find the products and services that they need.
According to Forbes, more than half of all consumers with voice assistants use them for search at least once a day. This is not a trend that is likely to slow down. The Gartner Group predicts that around a third of all searches will be performed by voice in 2020.
Because of this, it is imperative that your online presence be optimized for voice search. By making it easier for consumers to find you through voice, you are also making it more likely they will chose to do business with you. Appealing to consumers on the platforms they use most makes you stand out over the competition.
The Power of Personalized Experiences
It’s just common sense: we are more likely to connect to messages and media that are relevant to our lives and interests. This is why lists of performance marketing trends for 2018 included elements of personalization and curation.
A recent survey by Periscope found that fifty percent of consumers said that they are happier when marketing messages are personalized to them. However, in 2018 and beyond, it is important to wield personalization carefully. A message should feel relevant and engaging. However, privacy-oriented consumers can be put off when they feel that messages and targeting are invasive.
The Dominance of User Experience
User experience (UX) has become a more and more important factor in a company’s success. The digital marketplace means that, for consumers, your competitors are always a click away. Review sites and social media mean that users can easily share a good experience — or a bad one. And, these factors together mean that, going forward, positive UX is integral to good marketing and good SEO.
Make sure that every person who works in your business is trained to help provide the best experience possible for your customers. Also make sure that your site is designed to be user friendly and provide a positive experience with every visit. When customers have a hard time, they are likely to let others know. However, a good user experience can make them effective ambassadors for your brand.
The Takeaway
Digital marketing may change, but many of the fundamentals will remain the same. Performance analysis of marketing trends in 2018 shows that a dedication to the customers you serve will, in turn, serve you well. The successful business will be the one that remembers:
- Meet consumers where they live, with emerging technologies like voice search.
- A curated and personalized experience can help build lasting relationships.
- Positive user experience is everything.
Are you looking for ways to connect to your audience more effectively? Ballantine can help. Get in touch with us today to discuss your most effective marketing strategies for 2019 and beyond.
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!
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