1. The creation of increasingly tailored content.
We must be clear that content will always be part of our digital marketing strategy. The creation of content is simply fundamental to carry out and drive any online action. It is the digital fuel. Now, the format and those channels for which this content is created is what is changing according to some trends, but we should not pay attention to all of them.
Why?What should we look at to create content then?
Mainly in the consumption trends of your potential customers, that is, in the buying process of your buyer pperson. There (time of the cycle and preferred channel) where content is necessary to facilitate their progress, we must create, or motivate the creation of content by users.
Obviously, trends in the buying cycle of the buyer will be closely related to the particularities of your business, whether B2B or B2C. By this we mean that not all content formats or the channels where they are published are equally relevant to the marketing and sales objectives in all types of company.
For this reason, when we assess in which channels we should be more active and in which channels there are more chances of finding user-created content (user generated content) we must do it from a look at the trends themselves and not the general trends that determine that a social network is having more pull.
What must be clear is that the information you offer to attract, convert and delight your users must have a differential value, must be innovative, be updated and available (or delivered at the right time) through the right channel and format. This is the basis of Inbound Marketing that all
And Inbound Marketing reinvents itself, adapts, as we must, depending on the buying behavior. Thanks to all those channels where we create relevant content and where there is user feedback, we have changed the vision of the customer buying cycle that moves from the conversion funnel to the flywheel.
Flywheel, this new concept of Inbound Marketing, which highlights that the different phases of the cycle feed back further support the concept that content in each of the phases is fundamental. The buying cycle may not be linear, hence the importance of observing and analyzing the performance of the content that supports it.
2. The generalized increase of Smartphone users.
If there is a general trend that can affect all types of business equally, it is the increase in the number of mobile device users (more specifically Smartphones). And with this increase in the use of Smartphones, obviously, the buying cycle of consumers is also going to be altered.
Increasingly, users will start, continue or complete their cycle with their mobile devices. And for this reason, the resources we invest in mobile marketing strategies should also grow.
On the one hand, the use of mobile devices can be intimately related to voice searches. In fact, according to a report by Digital 2021, 23.9% of Internet users between the ages of 16 and 64 worldwide use voice assistants. Therefore, content must be adapted to respond to this type of search.
On the other hand, if we are going to create content, it is logical that it should be displayed correctly in the format in which it was designed. Therefore, now the responsive design is beginning to be seen as an obsolete trend. Now we must opt for the Mobile first, that is, the philosophy that prioritizes not only the design, but especially the user experience through the mobile. If you need proof of this, take a look at the number of Smartphone users since 2016 (and its 10-year forecast):
Find more statistics at Statista
Hence we will increasingly see businesses (especially e-commerce) opting for the creation of mobile applications. These apps not only allow usability to be optimized to the maximum, improving the user experience, but also to improve the user experience.
