The next time you pick up your phone to call a web developer or Internet marketer for your business, make sure this is a marketing scientist.
In the world of marketing, science and art are elemental in the delivery of an electrifying customer experience. The two converge on the online platform, where web and mobile marketing have taken a predominant role in the global arena. They are continually and rapidly evolving, consequently leading to an evolution of the opportunities you have to reach a greater section of your target market and build your business.
You ultimately get a data explosion and according to “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study” by IBM Institute for Business Value, over 70% of surveyed CMOs confess to being unprepared for this explosion.
Another study, “Marketing Science: From Descriptive to Predictive,” conducted by IBM Center for Applied Insights, shows in a survey of 358 marketers only 32% report achieving great effectiveness in one-on-one engagement with customers, and only 23% lay claims to being highly effective in the discovery of insights that are capable of generating business value.
If you heed IBM’s advice, it’s high time you called in professionals. These are marketing scientists whose analytical skills, as IBM says, are more, and scope of impact greatly exceeds that of the constrained analyst and traditional marketer. The constrained analysts take on a mostly internal scope and are defined by struggling, limited analytics.
IBM further illustrates this. Only 18% of traditional marketers stress the importance of data-based decision making while an incredible 49% of marketing scientists emphasize the same. Likewise, only 24% of constrained analysts determine how to engage customers by use of insight while 50% of marketing scientists do this.
Clearly, the data focus of traditional marketers and constrained analysts is narrow, while marketing scientists will usually consider the big picture of your company. For instance, the percentage of marketing scientists who use social media, blogs, government publications, and other Internet-based data sources are 48%, while constrained analysts add up to 33%, and traditional marketers constitute 25%.
Therefore, if you are going to insist on using traditional marketers or constrained analysts, you would be wise to ensure they are experts open to integrating their marketing mix with science. All stats are in favor of marketing scientists, of whom 45% approach research from a scientific perspective in comparison to the 16% of traditional marketers. Likewise, 52% of marketing scientists are armed with the skill sets and tools necessary for conducting scientific analysis in comparison to the 32% of constrained analysts.
What does all this mean for Internet Marketers in 2013?
Business owners must rethink their online marketing mix. They must re-invest in the platforms where their customers spend most time in order to deepen relationships. Internet marketing has become critical to the modern business, and few other marketing options can rival it in speed, reach, and efficiency. This is the newest, most known secret for maximizing revenue and growth.
The year 2013 should expect the usual array of Internet marketing tools, vehicles, and techniques, and the hottest trends are as follows:
1. Mobile Websites
These are the future face of Internet marketing. Mobile phone users are over 5 billion in the world, and 1.1 billion make up the smartphone subscribers. At the rate the smartphone technology is growing, the number of subscribers could grow overwhelmingly come 2014. This projection should be enough to send any serious businessman setting up mobile channels to connect with their audience. According to Mary Meeker, a Morgan Stanley analyst, most of the traffic to your website by 2014 will be generated via a mobile device.
Other studies indicate that there is a higher likelihood of mobile users buying from a mobile optimized site, while the likelihood of leaving increases if the site is not. In short, if you don’t set up a mobile website before the end of 2013, you will be literary giving away your customers to your competition. You will surely lose business if you do not make your website mobile compatible, regardless of the money you invest in SEO, the resources you dedicate to online video and blogging, and the time you spend doing social media marketing on Twitter, LinkedIn, Facebook, and the like.
2. Online Videos
You cannot afford to dismiss videos as an avenue for expanding your reach to the Internet community. The daily average videos watched online is more than 4 billion. A whopping 68% of those who watch these videos also share the links. A video is actually far more likely to be remembered than other forms of communication. Within a 72-hour window, only 10% of a text read is retained by a typical person, while the image viewed is 65%, and the video watched is 95%.
3. Multi-screen Marketing
Have your Internet marketing campaign target all screens, not just the desktops, as this is a multi-screen world. For instance, about 86% of mobile Internet users watch TV and use their devices simultaneously. Also, during the 2012 Grammy Awards as TV viewers witnessed Adele being presented with the Record of the Year prize, there were over 10,901 Tweets issued per second. This figure is quite astounding, and you might want to reroute your company’s resources to maximize on the potential of the multi-screen arena.
4. Cloud-Based Tools
There is a myriad of cloud-based tool options you can use to heighten the efficacy of your Internet marketing efforts. For instance, you need to be able to assess the value of each form of marketing in your mix, whether SEO, email marketing, paid search, retargeting, or display advertising. You can’t give more credit to some marketing vehicles over others when in a given week a target customer comes across your brand in all vehicles, unless you are using a proper attribution measurement. In this case, Google, VisualIQ, or ClearSaleing will suffice.