Continuous Evolution
As we quickly approach the end of 2015 it seems like a good idea to take a moment to review some of the key changes that have taken or in some cases, continued to take place within the digital landscape. The list below although not exhaustive, captures some of the main ones that should guide your strategic planning for 2016 and beyond.
Mobile Is How People Engage With You
It is extraordinary to think that around 80% of all Facebook, Twitter and Pinterest users typically connect with these powerhouse platforms through mobile devices today and no longer through the more traditional desk top and lap top devices. Understanding this quantum shift, Google mandated that from April 21, 2015 all websites needed to be fully mobile responsive to ensure that users were able to maximise their user experience on that site. Clearly every business must by now be certain that every site adheres to these requirements and provides all users a first rate experience.Multiple Sites Per User
As users become more familiar with social media there is a clear trend that users are routinely using more sites and engaging with more communities than ever before. This represents a great opportunity for businesses that are now able to look at each type of platform and use it to fulfil one specific function rather than demand one platform to carry out everything.Frequency of Site Usage
In the same away that users are using more social sites, they are also visiting those sites more frequently. This frequency rate establishes a baseline of user expectation that requires businesses to respond by providing information, discussion, news, posts, pictures, general updates, etc. at a rate and frequency that aligns to the markets expectations. For example a typical business would aim to tweet around four times a day. In simple words then if you are unable or unwilling to do this, that's OK. All it means is that you should look for other platforms that carry out the same strategic role.Video Is The Preferred Content Type
We can debate why video is so popular. Is it because in the modern day with the compression of time where we need to do more in less time, video allows for quicker message transference? Is it because there is a preponderance of individuals who have a visual preference to learning style as opposed to reading or doing? Honestly I don't know but what I do know is that the use and preference for video continues to grow and requires all businesses to strategically and routinely integrate video into what they are doing.E-Commerce Growing Exponentially
I remember being asked at a Marketing conference in 2008 what percentage of domestic sales were being made on line. Thankfully I had recently read the number in an article and so shared with the audience that it was one, one thousandth of one percent. Today seven years late it has grown to eight percent. This represents an incredible growth curve and with the continued use of SSL certificates and other protective measures, this number will continue to rise steeply into the future.
This all means that businesses need to provide their customers and prospects options to buy online in a secure space to remain competitive with rivals who do. This trend has seen the development of platforms such as Magento that allow businesses to build e-commerce sites that are specifically set up to sell on line and also the rise of apps such as Google Wallet that enable users to store their credit card data that they can utilise for their online shopping through their mobile phones.
Suffice to say that the social space is continuing to change and align to the underlying needs and wants of the market as it always has and we as businesses need to adapt our approach to ensure we are also providing these opportunities to our audience.
For more information on social and digital training go to:
www.roadscholarstraining.com
So let me end by saying I wish everyone a Happy and Safe New Year and look forward to 2016 where we will continue to talk about all things Marketing, Business and Digital.
Regards,
Daniele.
