Since the founding of Tate Design in 1994, we have been committed to ongoing industry research and education so we can keep you ahead of the curve in the rapidly changing world of digital marketing. In early 2020, we evaluated a survey done for Marketing Land, reported by Wendy Almeida in “23 expert predictions: here’s what successful marketers will do in 2020.” Here is what we found.
Your prospects and clients need you to
• Make their mobile experience exceptional
According to Len Shneyder, vice president of industry relations and data-driven insights for e-mail platform Twilio SendGrid, “50% of all e-mail is opened on mobile devices” and “more than 33% of all holiday shopping on Black Friday and Cyber Monday [2019] came from a smartphone.” With over 60% of Website traffic now coming from mobile phones, you need to be more than mobile-friendly. Let Tate Design help you make it easy to read e-mail, make a purchase, and leave feedback on your mobile site as well as on the desktop version of your Website.
• Prove yourself
Don’t just crown yourself an authority or proclaim your product/service is “awesome.” Provide proof in many forms to increase trust: product reviews from customers, testimonies from clients, white papers and books you have written in your area of expertise, videos demonstrating your authority. We can work this into your Website development, your social media, and your overall marketing strategy.
• Protect their privacy and data
Keep customer trust by implementing safeguards to protect their privacy and keep their data secure. Don’t wait for new laws like the European Union’s General Data Protection Regulation (GDPR) in May of 2018 or the California Consumer Privacy Act that went into effect in January 2020 to force you to take action.
• Speak their language
Google is using artificial intelligence (AI) to appear more human. You need to be more real, too. Refrain from stuffing your content full of keywords. Instead, address real problems in easy-to-understand language. Add humor if you are seeking to entertain and engage your target audience. Be an approachable authority on your subject. Let the Tate Design team show you how.
• Spend time where they do
Know whether they are using an Android or an Apple smartphone to check e-mail and shop. Find out where they seek social proof before making purchases. Be sure to check places where they may be leaving feedback and online reviews about you and your business. We know locations like Facebook, LinkedIn, Instagram, and Google My Business are just starting points with social media and an online presence.
In light of recent world events and how business and life circumstances are changing on a week-by-week basis, we would now add
• Be TRUE
Timely
Relevant
Useful
Engaging, Educational, or Entertaining
and, of course, not false
Provide accurate, up-to-date digital content that will help your clients and prospective customers find what they need and navigate their daily challenges with a bit more ease or good humor. This includes updated content on your Website, in your e-mail newsletter, and in your Google My Business listing, as explained in our post “Market More Effectively: Update Google My Business.”
No matter which of these areas seem most important to you for your business, Tate Design’s integrated approach to digital marketing and advertising can incorporate more than one of them into your content marketing, e-mail campaigns, online advertising, search engine marketing, search engine optimization, social media marketing, and Web analytics and reporting. Call us at 610.725.0702 or e-mail [email protected] and incorporate these in your digital marketing.
References
Wendy Almeida’s “23 expert predictions: here’s what successful marketers will do in 2020”
Marketing More Effectively: Update Google Business Profile (Google My Business)
