Marketing, like many other sectors, is undergoing changes, and it seems that this is only the beginning of a path where everything quickly becomes obsolete.
Among some of the most significant changes and forecasts in the sector, it seems that we are no longer talking about conversion funnel as we understood it until now, but that some already dare to talk about flywheel , a new concept for the marketing world. But… What is the Flywheel?
The flywheel is a new way of thinking about marketing and sales, giving much more importance to user loyalty, and the possibility that they continue to buy products or services that are complementary to those they already buy from us (cross selling and up selling). The objective of the flywheel is to provide companies with customer- Costa Rica Phone Number List interaction from the first contact until after the purchase. In this way, companies will have the necessary information to personalize their marketing actions as much as possible and thus be able to accompany their clients throughout the process. The main difference with respect to the conversion funnel is that we stop seeing the moment of purchase as the end point of the process, now we speak of a continuous process in that the client will buy from us again and again.
(Images taken from Inboundmarketing and Hubspot )
On the other hand, in a society that is increasingly stressed and with less free time – and not so free – attached to an electronic device, it is also necessary to rethink at the brand level. According to the Kantar study published this past December 2018, it is concluded that these will be the next challenges for the marketing world throughout this year:
1. Communication “always on” (at all times): consumers spend an average of 3.5 hours a day online and on social networks, in addition to 2.7 hours consuming offline media.
2. Online trust crisis: 40% of online consumers are concerned about the amount of personal information that Betting Email List
have about them. Perhaps part of the problem is the ignorance to what extent the LGPD can protect the user and where the limits lie between what is legal and what is no longer legal. Although it is true that it bothers us all to receive publicity for something that does not interest us and, instead, we appreciate that when we receive it, it is about something in which we may be interested.
3. Increase in advertisements: between 2008 and 2015 the number of brands that are advertised increased by 30% and that makes it much more difficult – than it already was, if possible – to be relevant for the consumer.
4. Algorithm crisis: Almost three-quarters of online consumers complain of seeing repeated ads. So … could we say that personalized marketing is the future to maintain the brand-client relationship? The application of voice technology, geolocation or neuromarketing in advertising will serve to deepen the consumer’s cognitive and emotional knowledge.
5. Proliferation of social networks: more than 1 in 3 users of social networks distrust most of the information published.
On the other hand, and how could it be less, the great Google has also joined the bandwagon of forecasts and predictions in the world of Marketing for this 2019:
1. Multichannel advertising will go omnichannel. The objective is to create a unified communication system as long as all online resources and applications work as a whole to reach consumers at the right time, in the right way so that the interaction of the brand with users is continuous. . A good example of them would be the Starbucks loyalty program, which is based on the use of cards that are given to customers and that they will link to their profiles and accounts on different social networks. In these cards, users will be able to check the balance and recharge them, both in physical stores and through their online devices. In this way, a win-win is produced: Starbucks obtains almost all the information of its consumers while giving users facilities.
2. Online videos will replace television screens. Who today is not a user of Netflix, HBO, Movistar +, Amazon Prime…? Every day that passes is almost the equivalent of a television that loses hours of viewing; And it is that the possibility of consuming content on any device and almost anywhere and, furthermore, being a content chosen by oneself and without ads, makes television little by little passing to a better life.
According to Google, one of the trends that has been going strong is AI and voice service such as Alexa or Google’s own Assistant. This past Christmas they were already the top sales but it is something that will continue to grow and the sale of smart speakers is expected to grow by 50% this 2019.
4. Give the option to the giants of the market to be your collaborators . It seems crazy to think that your main competitors and market leaders have to be your allies … Well, if not, I’m sorry to say that companies will be obsolete. By 2025, 60% of e-commerce is expected to be handled by Amazon and Alibaba.
Augmented reality is a trend that is also going strong and seems to be staying. There are many online platforms that will end up using this tool to offer a better user experience so that they can see, test and even “test” the product. Ikea, for example, gives customers the option of using augmented reality to see how the furniture they want to buy would look in the given space of their home. Or, for example, we can try on sports shoes through the camera of our device seeing our feet and how the different models fit.
It seemed that all these changes would never reach us or that they would not do so until at least 2050, but what seemed utopian is now a reality and we can do two things … or embrace analog and become obsolete, or take this opportunity to get the most out of it and be able to do what you never thought before.
So you… whose side are you on?