The Most Constant Marketing Trends
Business to business
marketers are always dealing with issues like growth and increasing ROI. That’s
not likely to change anytime soon. Listed below are some of the most prevalent
marketing trends that you should be paying attention to.
1. Continued Increase
of Mobile Marketing
Mobile marketing is
certainly not new. In the middle of 2014, mobile devices overtook desktops as
the most preferred method to view and download content from the internet. By
the end of 2018, more than half of all business to business companies had
responsive websites, which meant they were more easily accessible on cell
phones, notebooks and tablets.
There is little doubt
that this trend will continue to climb, and eventually, all B2B marketers will
see the need to have mobile-ready sites.
2. Continued Increase
of Social Media Marketing
In 2015, 9% of marketers
noted a significant ROI from marketing efforts on social media. Today, the percentage of
marketers with similar findings has nearly increased to 50%. Clearly, business
to business marketers are learning how to successfully convert the activities
on social media into leads, sales, and increased revenue for their company.
The role of social media
will undoubtedly continue to be a factor in B2B marketing for the foreseeable
future. It can be quite an ally as far as giving you the opportunity to access
some face time with hard-to-reach people. It's a tool you can leverage to keep
your referral funnel full.
3. Marketing
Automation Tech
Numerous studies show
that one of the marketing trends growing the fastest today is the increased use
of marketing automation technology. Automation tools are in play at every size
and type of business to business marketing organizations.
They're used to drive
e-commerce sales, to generate and respond to leads, to gather customer data,
and to manage campaigns across multiple channels, along with many other uses.
In companies whose marketing contributes over half their sales, a full 58% of
the top-performing ones are using marketing automation.
4. “Agile” Marketing
For years there's always
been a lot of talk about working smarter, not harder. Agile marketing advocates
working smarter and doing it a lot quicker. The concept sprang from the minds
of software engineers and it evolved into the hot trend it's now become in the
marketing world. In 2020, it has become increasingly popular due to today's
microwave society.
The ultimate goal of
agile marketing is to help you get the right thing done at the right time. This
often means turning loose of traditional departmental barriers and working on
using a collaborative approach.
It may seem challenging at
first, trying to adjust a corporate culture to the agile marketing model, but
the benefits go much further than simply an increase in sales.
5. Improved Customer
Experience
Rather than focus only
on methods based on the lifetime value of your customer, a business-centric
approach, try offsetting it with techniques that are customer-focused. Online rewards programs are an example. This lets you provide a
relevant experience for your customer across multiple points, and you can
concentrate on what they value the most.
You'll quickly discover
how the symmetry between these approaches can give you higher revenues and
stronger feelings of customer loyalty.
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