As marketers continue to explore methods of advertising – social, search, email – it’s now possible to reach consumers anytime, anywhere. In this increasingly digitized world, some businesses have discounted the value of direct mail. However, recent research has revealed that overall engagement remains high, particularly among Millennials. Heightened engagement both with mail and new media provides opportunity for campaigns to reach consumers across multiple touchpoints, increasing impact.
The classic marketing funnel that most marketers have been accustomed to has been shown to be ineffective at predicting the current customer path to purchases. This article puts forth a new model for the online buyer journey. The new model is considered a loop and has four distinct features. It starts with awareness and then moves to a consideration minor loop, which includes discovery and research. Next, the customer moves to purchase and finally ends with a post-purchase and loyalty loop. This model can also be simplified to "see, think, do, and care."
According to this podcast, 30% of searches will be done without a screen by 2020. However, there are a few key differences every marketer must understand before delving into this new realm of SEO marketing. The most obvious difference between voice search rankings and typical search results is that there is usually one result for voice search, which has big implications for your results. Another difference to watch out for: voice assistants can come back to users with refinement queries, which typical searches do not have the capacity to do.
This eMarketer article goes through some of the benefits and trade-offs to marketers who are interested in voice-activated hardware and software. One of the big trade-offs is what customers are giving up in exchange for smart speakers (traditional radio, smartphones, and TV). By 2020 it is expected that over 105 million people (31.6% of the population) in the US will be using voice assistant devices. Despite these losses, many opportunities present themselves in voice.
This article presents a lot of interesting and valuable statistics on voice search on the topic of local business. 58% of consumers have used voice search to find local businesses, while 46% of voice search users look for local businesses on a daily basis. Over a quarter of voice search users look at the website of a local business after making a voice search. Consumers use voice search to make reservations, hear prices, and to find out what products businesses offer. Find useful tips for using voice SEo for local businesses by clicking below!
This article gives a great overview of content creation on social media, teaching you how to nurture your customers in every stage of the funnel: attract, convert, close, and delight. At each stage, Hubspot provides different metrics for you to measure your success along the way. The article also features real examples of successful social content to inspire your ideas of creative social content for your customer.
The newest way to engage customers is to forge connections through customer interactions with the brand. One of the best ways to do this is to create a self-sustaining cycle of customer interactions across the brand. This article goes into great lengths on how to create what is called the interaction cycle, where customer insights trigger customer interactions, which in turn create new insights to interact with. This Forrester article also lays out four steps in harnessing the power of customer context.
The benefit of this article is that it goes into detail of the overall demographics of various social media platforms. It starts off by covering the four biggest social media platforms: Facebook, Twitter, Google+, and YouTube. It then moves into covering the demographic breakdown of smaller social media platforms like Instagram, Pinterest, Reddit, and LinkedIn. For international marketers, this article also goes over some interesting statistics about Chinese social media platforms like Qzone, Renren, and Weibo, all boast user counts in the hundreds of millions!
With the future quickly approaching, everyone is starting embrace voice. Customers are quickly adopting conveient devices like Alexa, Echo, Siri to perform voice search in their homes. This article gives marketers and SEO experts advice on how to prepare for the era of voice search. Neil Patel gives helpful tips in this guide on voice search. In particular, target micro-moments and long-tail keywords help to create a realistic user experience.
It is true that customers have started using voice search, but most of them are primarily using this for simple commands and meaningless searches. Intelligent agents can only do simple tasks on users' behalf. However, the authors of this Forrester article forecast that customers will adapt to voice search quickly as they have shorter attention spans, and companies will improve the ability of their intelligent agents to anticipate the need of customers in the next five years.