As billions ring in the New Year and turn over their preverbal “new leaf,” they’re also forced to adapt to the changing environment around them—but not just people, businesses have to as well.
Looking specifically at the marketing industry, marketing professionals must deal with an industry that continues to shift away from traditional means like television and radio, but instead veers towards a digital approach—a trend that has forced them to don a second hat: researcher. Forgone are the days where one could simply review AMA’s Journal of Marketing Research once a year and be kept up-to-date of what’s important and cutting edge; now, it’s your job to figure out what people will use, what they’ll respond best to, and most importantly, what trends will be cemented and stick around for years.
As marketers face the dilemma of figuring out what’s here to stay and what’s not, it’s all but a forgone conclusion that digital marketing is here to stay. To turn this ubiquitous industry norm into your company’s own unique proposition, here are three tips to get ahead in the digital age.
- Make the move to mobile
With the vast majority of the world is consumed with their smartphones, marketers have been given an unprecedented opportunity to reach their respective audiences. Not only should websites be optimized for mobile users, but, the majority of your attention and budget should be geared towards delivering a unique experience via mobile platforms.
- Engage, engage, engage.
To be competitive in today’s marketplace, companies must engage their customers frequently and authentically. But unlike the beginning of this technological tidal wave where starting conversation was adequate, customers now want an experience and a piece of the action—make them feel like they’re in charge.
- Make sure you come first on search engines
Search Engine Optimization (SEO) is arguably the most effective and affordable digital marketing technique used in the industry; but it’s also a tedious and painstakingly difficult process to unravel and understand. As time consuming and complex as SEO can be, it can also ensure you achieve the highest position in a search engine’s result page—in other words, your website comes up near or at the top of a search engine.
Deserving its own post, the depths of SEO will be left for a future date, but don’t let that keep you from getting started.
While the ever-changing marketing landscape may seem intimidating, try to avoid tip- toeing with too much caution because being too cautious could cause you and your company to fall behind. Be cognizant and in spite of your fears, push ahead. The world will continue to change whether you decide to or not, so what’s the worst that could happen? You fail? I guess you’ll never know unless you give it a shot.