2020 is now upon us and ensuring we stay ahead of the game, we’ve picked out five of our top marketing trends so far…
Today’s buyers are looking for new experiences when they go online, and for many, that means greater interactivity. In fact, a whopping 91% are seeking more visual and interactive content. There are several reasons for this:
“Content experiences” are the amalgamation of content and context. This matters because every piece of content conveys an experience—both good or bad—through elements like design, placement, environment and more.
The funnel approach focuses on attracting new customers and engaging them in a business or service to turn them into a quantifiable lead. The flywheel approach continues to attract, engage, and delight the customers even past the point of purchase, meaning the company continues to interact with customers instead of treating them as one-time-only prospects.
For those of you still using the ‘funnel’ approach to marketing, it’s time to step your game up. The funnel approach is stale and may be one of the reasons behind your declining sales results. Flywheel marketing founded by Hubspot, takes an innovative view of the buyer journey and uses all client-facing roles such as customer service, marketing, and sales to interact with customers at every stage–even past the point of purchase.
Customer service is always going to be a vital aspect of providing a good customer experience, but in the digital age, the customer service you offer is a lot more visible to everyone online. As well as online customer reviews, customer complaints and issues are easier to find than ever before due to the fact that a lot of them are shared on social media.
Over a quarter (28%) of consumers have used social media to communicate with a company in the last year, a trend that is likely to increase due to the fact that more than 30% said it is a convenient contact method and around 23% believe it is a good way to get 24-hour service.
B2B purchasing is a team sport involving individuals at multiple levels from buying committees conducting research and making recommendations to executives with budgets to decide. Each of those individuals rely on centers of influence around them as they discover, consume and engage with information. Everyone is influential at some level and more brands are going to tap into the niche influence of the many, whether they are employees, customers, industry community members or traditional influencers.