From a recent “Think With Google” article titled 4 Things You Need to Know About the Future of Marketing I have gleaned a few important points to consider in your marketing moving forward:
Google reports that “consumer expectations are higher than ever before—and that means everyone is upping their game. The future of marketing is all about delivering relevant, useful, and assistive experiences. The playbook, however, is still being written.”
The ways people get assistance will evolve
Mobile has conditioned consumers to turn to their devices in I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy micro-moments. Now the ways people get assistance will evolve too, from typing on devices to speaking to them. For example, in the Google app, 20% of searches are now by voice.1 And that’s just a preview of what’s to come.
Consumers want a frictionless mobile experience
“Getting the mobile fundamentals right is critical. To stay ahead of consumer needs, it’s important to lay the groundwork with mobile now. Marketers need to think about optimizing their brand’s entire mobile footprint to ensure success in the future. And speed is key here. No matter how great your mobile site looks, if it loads slowly, users will abandon it. For every second delay on mobile page load conversions can fall by up to 20%.”
People are blending their offline and online worlds
“The customer journey is far from linear today. Still, a holistic view of customers is now possible. Innovative measurement tools will help marketers understand the full customer journey across channels, devices, and media types—bridging the digital and physical worlds.”
Expectations for advertising are rising
“Today, consumers believe they should receive marketing messages that are tailored to their unique needs. So, once you have a comprehensive view of your customers, the next step is to reach them at the right moment with the right message. And reaching your audience just got much, much easier.”
I recommend you read the whole article by clicking here.
1 Source: Google Data, Google App, Android, U.S., May 2016.