At Tickling Trout we’ve been in the marketing business for nearly a decade. We’ve survived and grown in the marketing industry due to our ability to adapt and change with the trends in marketing. For example, when we started the business our main focus and source of income was on delivering email campaigns for clients. Back then it was really the beginnings of digital marketing. In this time we’re seen a massive growth of social media and the evolution of smart phones leading to a big behavioural change in how people access the internet. We’ve acted on these changes; consequently today, email marketing is only a small strand of what we can deliver.
So as the digital landscape continues to evolve, we thought we’d share with you our predictions for the future of marketing and what impact this may have on small to medium sized business. We’ve put together a series which we’ll be sharing each Wednesday, over the next 4 weeks, our 5 top tips for the future.
It’s perhaps no surprise with the recent news of google, the world’s biggest online-search engine, making changes to its mobile-search algorithm that we’re going to start with Mobile Technology.
Mobile access will be vital
With the capability of smartphones continuing to increase mobile technology becomes more vital to consumers. There are 1.2 million people already accessing the web from their mobile device and with 41% of them turning to a competitors site after a bad mobile experience businesses need to move fast when it comes to mobile optimisation. With the changes with search engines focusing on mobile friendly websites businesses need to ensure that their websites are functional not just on desktops, but tablets and mobiles too.
The most visited websites will be mobile friendly
Are the menu’s and links navigational by touch just as well as they will function with a mouse click? Is the text on your website too small on a mobile device or do you have to scroll sideways to see all the content? If the answer is yes, you need to make changes to compete in today’s mobile bound world.
But it’s not just websites, businesses need to also think about their marketing as a whole and how mobile will translate. For example there is a growing trend towards the majority of email initial opens occurring on a mobile device.
Email campaigns will be opened more on mobile devices
Email marketing campaigns need to ensure they are mobile ready. People are moving away from desktop and laptop viewing, preferring instead to view emails on smaller devices. Even if the viewing is difficult or awkward, readers don’t default to their larger standby computers. Instead, they delete or close the email and settle into happy surfing on their smart phone or tablets. Mobile can no longer an afterthought when it comes to email campaigns and should instead be a forethought. That’s not to suggest that desktop be ignored; there’s still a lot of value to be had and the platform isn’t going anywhere, anytime soon. But it does mean that your email has to look great on a mobile device just as it would on a desktop. Read our tops tips to ensure your email campaign is mobile ready.
Your business will have a dedicated mobile app
With the advance in mobile communications we also predict that more businesses will make use of mobile marketing notifications. One of the biggest benefits of having a mobile app is that all the information you’d like to provide to your customers – including special sales and promotions – is right at their fingertips. Through push notifications you’re getting even closer to a direct interaction, and can easily remind customers about your products and services whenever it makes sense. We predict that a mobile app is going to be a standard component of any business in the future. With a mobile app you can have a click to call functionality, have your social media feeds direct onto your customers phone so they can easily send you messages. Making it simpler and more efficient for your customers to get in touch with your company and offering them tools to make their life easier while using your products or services can be a great reason to develop a mobile app.
Offline marketing will use mobile technology to drive more people online
We also think we’ll see an increase in the use of tools like QR codes on printed collateral as a way to drive audiences online more. With online content being able to interact and engage more of your audience with the potential to link to videos, surveys, download an app and social media conversation it can leave a greater impact on your audience than traditional print can. Here’s five examples of how they are already being used creatively.
Mobile technology is not going to go away, it’s only going to get smarter. Sure, it will be hard for small businesses to keep up the pace but early adopters of new technologies are more likely to survive and thrive in the future.