2018 Online Marketing Trends

Your Well Being

'Tis the season to take a look at what worked and didn’t work in your marketing last year. In going through that exercise, I encourage you to test some new tactics for the year ahead. Below are three trends to keep an eye on and how to apply them.

'Mobilfication'

We've heard about mobile for the last few years, but for some crazy reason, many businesses are still not taking action. Stand in line anywhere nowadays and watch what people are doing. I can assure you they have their face buried in their mobile device. Mobile will continue to be a top priority for marketers for years to come.

Put a mobile strategy in place to engage with your prospects and customers. This means creating a mobile website but, depending on your business, mobile elements might include the ability to send text messages to your customers. For example, the restaurant industry can get away with sending texts once a week with specials, whereas a doctors office would be hard-pressed to send something so regularly.

Media Properties

What type of business are you in? Regardless of your answer, I would challenge you to start thinking about your business as a media company. Where do you get most of your information about what's going on in the world? Whether you read your news online or still read a paper copy, the news controls the conversation for the day, week or month.

Branding Versus Direct Response

Telling your story versus telling people what to do is critical. To paint a more vivid picture, let me provide an example.

Educators Credit Union, a client of ours, hosts dozens of events throughout the year that provides value to their members and portrays their brand to the community. Several times a year, they host a shred day, allowing members to bring their papers to be shredded at no cost. Their team is there to help and makes it a fun, community-based day. There are no fancy calls to action. Instead, they're continuing to keep their name out in the community and telling their story.

Stop focusing all of your attention on the call to action and make sure you're delivering value first, telling your story and portraying your business in the best possible light.