What have been some of the key marketing developments over the past 12 months?
Decision Making Behaviours
Consumers are using online reviews and testimonials to help shorten their decision-making process.
It is therefore increasingly important to encourage your customers to leave reviews and incorporate testimonials and case studies in your marketing materials.
It is equally important to manage any negative online reviews to minimise their impact by responding to customer's complaints and trying to resolve the issue as quickly and smoothly as possible.
The launch of Facebook video earlier this year has really seen live video take off. It's a great way to spread the word about your products and brand through social media.
YouTube 'how to' videos are a great reference point for your customers and can help build both your online presence and show your expertise in a subject.
Social Media Marketing
Yes, social media marketing is not new. But where it has previously been seen as a 'strategy', it is now being recognised as simply another channel in the marketing mix which must win investment on its own merit.
Marketing tools such as Google Adwords and Hootsuite are becoming increasingly clever with more and more levels of automation to improve campaign targeting and reach.
Make sure your campaigns are set up to maximise the use of this automation and monitor them regularly to ensure the automation is working correctly.
Greater numbers of people than ever before are accessing the internet through their phones and this is only going to continue.
Earlier this year Google announced that mobile optimised sites would be given a boost in the search rankings on mobile devices. If you receive a lot of mobile traffic to your site, you need to ensure that your site is optimised to maintain your ranking and help your customers online.