IN SHORT: Companies are already starting to inform employees that they will be working from home all year and may not return to the office until 2022. This will negatively affect some industries, but there are also some opportunities for brands who understand the mindset of working from home consumers.
While research indicates that more CPG marketers are allocating more money to digital a lot of that money is going to be wasted. Digital marketing is not a bunch of tactics, it’s a way of thinking and too many brands are still stuck in the “sell” mindset.
SUMMARY: According to Harvard Business Review “it is, at a very basic level: adapting an organization’s strategy and structure to capture opportunities enabled by digital technology. But how can you transform an organization while digital technology is radically evolving?
SUMMARY: The objective of your landing page is to get visitors to stay and look for more information or order your product but too many landing pages are like overcrowded bulletin boards. Your landing page should be simple, uncluttered and contain no more than two key brand messages that have been tested with your audience.
SUMMARY: Bounce rate is a really good metric, but it’s not a key performance indicator. Bounce rate is great at telling you that some pages on your website, including your landing page, are bad but improving that won’t necessarily help you achieve your objectives when it comes to your brand.
KEY TAKEAWAY: Are your prospects and customers really searching for your product/brand online and if they are what are they searching for? Content marketing is still being hyped but in reality, most people go to bookmarked sites rather than conduct searches as Google would have us believe.
SUMMARY: Digital marketing is going to evolve in 2019 and with it some of the things “experts” told us to focus on are going to fade away. At the heart of all these changes is that consumers are integrating digital into their daily routines and see digital as a tool to help them become smarter and better manage their lives.
SUMMARY: The mistake that most marketing people make when developing a website is that they try too hard to sell at a time when consumers don’t want to be sold.