SOURCE: Kelmscott Communications
AURORA, IL--(Marketwired - Apr 22, 2014) - Getting to know the customer, the role of data, and being findable are top trends highlighted in a marketing trends report just released by Kelmscott Communications. The west suburban marketing firm considered both client campaigns and industry research in preparing the report, which offers valuable insight into where companies may want to invest resources as they plan upcoming marketing programs.
Highlights from "Tie the Marketing Knot: 10 Trends for the Successful Suitor" include:
#1. Rewarding the Researchers
Cart and browse abandonment campaigns are growing in importance. Give them reasons to follow you with calculators, wizards, interactive visualizers, online chat options, how-to videos, e-books, trial offers, and tips. Show them what they need in order to stay, purchase, share, follow and care.
#2. Looks Matter
Watch for more visual content as the year progresses. Visual content elevates relationships with real brand engagement, steering us away from mere clicks and views. There is a reason why Vine videos are 6 seconds and Twitter is 140 characters. With typical attention spans at only 5 minutes, visual content across all mediums is more important than ever.
#3. Tracking, Not Stalking
Marketing teams will require experts who deeply understand online acquisitions like web forms, landing pages, progressive profiling, and physical targeting tactics such as SMS codes, QR codes, and geofences. This trend moves us from ubiquitous direct selling to creating experiences that offer deeper engagement.
#4. Right Time, Right Place, Right Message
One size does not fit all. This trend starts by listening to customers and really getting to know them. Marketers will know each customer's habits, interests, priorities, budget, lifestyle, pace, career choices and more. With improved data intelligence, customer engagement can be tailored to provide a message that the customer will appreciate.
#5. Creating Powerful Content
Elevating your organization -- both in the B2C and B2B space -- means creating content that navigates stakeholders throughout the brand relationship. Watch for greater use of content management systems, which will make dynamic web content easier and more consistent. Static corporate websites will be displaced by mobile-friendly, interactive websites that treat visitors personally.
#6. Knowing Your Audience
Marketers will use buyer intelligence to build smart, data-driven campaigns that engage customers. This trend responds to the multichannel way we live, favoring seamless integration rather than marketing silos. Big Data will become smaller and more compact, with improved customer data, predictive analytics, and improved metrics to provide customized products, services, and experiences.
#7. Being There With SEO
Good SEO continues to evolve with greater understanding of Google's algorithms. Trends will expand far beyond key words and include great design, smart coding, optimized images, and well-written content, melded with social strategies that drive organic search results.
A study by IDC states that 87% of connected devices sold will be smartphones and tablets by 2017. People are multi-tasking and multi-screening. Use Google Analytics to check the number of visitors checking in by their smartphones.
Long in coming, restraint is a trend good marketers will be practicing more of. Here, you'll see companies talking less about their products and more about content that matters to customers.
#10. Emotion Wins Hearts
Highlighting your brand's emotional values and the reasons people connect with them will matter more than ever. Doing so will help you differentiate your organization and strengthen content.
ABOUT THE REPORT
The full report is available at: http://reports.kelmscott.com/trends
ABOUT KELMSCOTT COMMUNICATIONS
In business since 1936, Kelmscott Communications is a full-service marketing solutions provider with a wide range of capabilities that include: strategy, design, e-business, targeted mail, data management, promotional products, and traditional and large format printing. Through its proprietary Kelmscott Connect, the company combines robust production capabilities with a systematic approach to help multi-channel marketers achieve measureable results and enhanced value. Kelmscott Communications is located in Aurora at 1665 Mallette Road. For more information, call (630) 898-0800 or visit Kelmscott Communications at www.kelmscott.com.