Marketing trends are constantly evolving and shifting as new technologies emerge, and customer demands change. It is vital for your business to be aware of upcoming marketing trends to stay relevant and ahead of the curve. Christopher Lee, WNY Holdings LLC Marketing Manager, discusses five significant marketing trends that are important to keep in mind as we transition into 2021.
Optimizing for Voice Search
As more and more people are turning to Siri, Alexa, Google Assistant, and other programs for voice search, it is more important than ever that marketers adapt their strategies to optimize content to align with common voice search queries. Historically, users have utilized voice search to query basic questions such as the location of a business or store hours. However, more users are yearning for details on upcoming deals and promotions, personalized tips, events near them, and customer support. Spoken queries can often have different semantics than written; therefore, a key marketing tip is to modify keywords where necessary.
While marketing automation is not a new concept for 2021, many businesses will continue to invest in technology to automate processes that can improve overall campaign effectiveness, marketing, and sales alignment, increase quality lead generation, centralize data systems and provide better metrics.
Non-Linear Buyer’s Journey
A buyer’s journey has historically been a linear trend, progressing from awareness to consideration to a decision stage. Nowadays, consumers will refine a search to a single brand and quickly start their search over within a matter of minutes. With technology providing access to endless choices and information, marketers must find ways to increase touchpoints with consumers and anticipate potential needs, questions, and problems of their customers. Implementing machine learning can help businesses uncover patterns and trends of the customer journey and quickly adapt strategies to add value through each stage of the buyer journey.
Conversion Tracking for Offline Sales
Most marketers know that not all online interactions result in a purchase through the same medium. Some consumers may find an ad online and call the local store or walk into the store to finalize a purchase decision. Google Ads has multiple methods to enable businesses to help track offline conversions of sales. Google has a GCLID (Google Click Identifier) for all traffic associated with an ad campaign. Companies can import conversion data from offline sales, and data can be matched through your CRM tool to associate specific offline conversions with GCLIDs. Other ways to track include call tracking and in-store visit tracking.
Google Tag Manager
Google Tag Manager is a tool or a tag management system that enables businesses to easily update or change tags on their websites and mobile applications. The tool allows companies to track specific events on their websites and set triggers that notify the user when those events occur. It integrates and works seamlessly across Google Ads, Google Analytics, Floodlight, and other third-party tags. Overall, using the tool helps marketers quickly implement changes without needing a team of web developers to source new code each time.
About Christopher Lee
Christopher Lee is the Marketing Manager at WNY Holdings, LLC – a digital marketing company that was started in 2018 to provide industry-leading marketing services for small businesses.
Christopher Lee goes above and beyond for clients, helping them make data-driven decisions that will increase their keyword rankings and visibility to attract and convert more customers.
WNY Holdings LLC offers services such as content marketing, web design, graphic design, media creation, SEO, and Facebook advertising. They focus on creating an excellent user experience that keeps customers coming back for more. Throughout the process, ongoing data analysis and custom reporting help clients track and understand how their digital marketing efforts are helping their businesses thrive.
Mr. Lee is focused on fostering a productive and stimulating working environment. This helps WNY employees grow and develop professionally, making them excited to come to work every day and grow along with the company and with their clients.