3 Trends That Will Shape Digital Marketing in 2016
Digital marketing is always changing, evolving, and quickly. We’re not talking microevolutions that occur over thousands of years, but radical evolution on a yearly basis.
So what is in store digital marketing this year?
1) DESIGN AS A COMPETITIVE ADVANTAGE
Design is a big word. Contrary to popular belief, it does not just refer to the top layer of a project, the surface, or how something looks. Design is so much more than that. It refers to the entire process of figuring out how a product will work and how it should be presented and communicated to the end user. It is the entire experience design.
In the past, incredible design has been a luxury. It was a nice to have, the icing on the cake, that helps move the needle. It was certainly not an essential without which your business would certainly fail. Now it is just that.
Design is no longer a box to be checked. It must be the core of your business.
2) GET PERSONAL
Marketing is getting personal. You can no longer just communicate with your audience on a collective basis. Customers expect a certain level of individual attention.
NOTE: You have to be careful with this.
Yes, your audience only wants to receive communication and offers that are specifically relevant to them and their interests. But they don’t want you too get too close. Most of us would like to maintain at least the illusion of some privacy, so making your communications too personal can also backfire. There must be a balance.
Treating your customers like individuals used to be impossible at scale. But now, with technology, it isn’t.
Part is this trend is also building a meaningful relationship with your end customer. This trend has been growing for a long time, but now having this type of relationship with your customer has come to be expected.
Companies can no longer afford to be cold, entirely process-oriented machines. In order to be successful, companies (like people) should have personality, be genuine, and be approachable. This is how you create fans, turning one time buyers into loyal customers.
Providence Auto Group
Providence Auto Group does this exceedingly well…in a very difficult industry.
When you think of used car salesmen, what immediately pops into your mind? I’m willing to bet it’s not compassionate people that are genuinely looking to give their customers the best possible price on the car that makes the most sense for them.
But at Providence Auto Group, that is exactly what you get. They are not trying to sell cars. They are trying to provide the best possible experience and car for each individual customers. They care deeply about their cars and about their customers. They are even transparent about their pricing! This ways customers know they are really getting the best deal that Providence Auto Group can offer.
And they convey this message through their salespeople, their website, and all of their communication, living up to their tagline, “Love cars. Love people.” They even give a used car away to a family in need once a month!
3) PARTNER UP
Competition is getting hotter and hotter, no matter what industry you’re in. So what can you do? It’s time to start playing nicely.
No matter how big a brand is, there is often a lot to be gained in partnering with others…even at times your competition. You each have your own specialty, your own expertise, even within the same industry, so there is enough room to play together…strategically of course.
Don’t choose pride over partnering.
There is always room for businesses to grow, and often partnerships and collaboration is the way to do it. Make sure to keep your eyes open for new opportunities in this arena.
