It’s happening. There’s little you can do about it aside from adapting your marketing and strategy. Advancements in technology have invaded the everyday lives of just about every consumer segment imaginable. From generation Z to baby boomers, things aren’t as they were – and this trend is only escalating. But how far behind the tech wave is your business? Have you made preparations? Where can you focus to ensure you are future-proofed? I encourage you to address these questions using these 5 statistics to help future proof your marketing strategy and secure the long term viability of your business.

Start future proofing today! Start your instant download of the PDF simply by telling us where to send it and you’ll be on your way. More Curious Consumers Technology has made it so that consumers no longer have to guess. Have you ever been in a store shopping and just as you grabbed something off the shelf, you got the urge to see what other people were saying about it? You might even put the product back after reading the reviews on Amazon, for instance. The fact is 9/10 of consumers are undecided before starting their online search. What that means for your business is that your inbound marketing and content strategy needs to be as streamlined as possible. Tactics that would ensure your business is prepared include: keyword research secondary research enhanced blogging capabilities/frequency strategical marketing funnel implementation onscreen click and viewing behavior tracking The following systems and software are our preferred resources for these topics: SEMRush BuzzSumo CrazyEgg Clickfunnels Deeper Customer Journey This stat I am using is meant to reveal that there is a change that is overdue and undervalued. While there are some businesses that excel at this, conversion is not something that businesses actually focus on as much. The error in logic rests with businesses trusting that because someone opts in to learn more, discover, or inquire, this means they are actually purchasing. Only $1 is spent converting a customer that took $92 to acquire. What that means for your business is that you should find innovative or practical ways to measure your conversion and run the proper research required to dig more into where the breakdown is. Reach out to us to learn more about this area as it is a speciality of ours nickwilliams@deepbridgeconsulting.com. Baymard Institute has a post covering the wide range we see in the ecommerce space, but abandon cart rates are incredibly high for digital products. 2019 is the year we as strategists need to be better. New Fronts & Platforms By 2022, “search” will not carry the weight it does in 2019. At DeepBridge we are very committed to this idea and prediction – we deem it’s important for a few reasons. The most disruptive technology we see today as it related to consumer behavior is the voice assistant war being waged. Google and Amazon are pushing each other to come up with the most innovative solution to ensure convenience for the consumer. As if pulling out your phone wasn’t already easy enough to look up any fact in the known universe, we’re just now getting a taste of what is to come. Alexa is just the tip of the spear. Nearly 2/3 of consumers who use Google Home or Alexa use their smart phones less. What that means for your business is that if you have no alternative means to be found by the consumer, your doors will close within the next few years. It’s more about mindset than it is about execution. How many of these platforms do you currently have content on? If the answer is three or less, I would round up as many smart people as possible for an all-hands meeting and rework your strategy: Blog/Website Facebook Instagram YouTube/Vimeo Linkedin Medium And if you’re light on staff, resources, or budget then give us a shout. We’ll help you out. Smarter Whales Not only do you need to be vigilant about competition from your flanks in your city/region, you also need to be worry about the monster brands you compete with. In an effort to meet the more sophisticated consumer we mentioned earlier, blue chip brands are taking on the challenge full steam. In order to sustain a deeper 1:1 connection, they have to exert more energy creating a more personalized experience. Which means the places in which you typically could be better & more personal (instagram, leveraging local SEO, etc), they now have the ability to reach in and lure the consumer away. For every 10 hashtags on Instagram, 7 of them are branded. What that means for your business is you have to work that much harder at connecting with your target consumer and making their experience even more powerful. For instance, while Nike has dramatically improved their content marketing strategy, they don’t have the pockets to spend on ads for every individual city to acquire your customer directly. I can speak to this as I’ve spent a couple years on the inside of the world’s biggest spender on ads at P&G focused on consumer behavior in media. That said, you CAN interact with your customers at the local level like this. Providing co-creation opportunities, events, memberships, open forums, and other things that deepen the customers connection with you can dramatically overcome even the strongest brand equity from the most prestigious brand. Even Smarter Fish While ads are still one of the more prized assets you can tap into, even they have experienced some disruption. The consumer is getting smarter and smarter, as we’ve mentioned. The whales can reach farther into your neck of the woods and the fish you are looking to lure are wise to your bait. This stat is meant to show you proof that advertisements that aren’t native are so overt and conspicuous, they are being diluted exponentially in terms of the value they bring the consumer. Between 70% and 80% of consumers are focused ONLY on online search results that aren’t ads. What that means for your business is you must find a way to increase your exposure to your ideal customer. As mentioned previously, an organic route to do this is to invest in a good writer or graphic designer to help you create more content from the content you already have. Content is about quantity but not at the expense of quality. So repurposing your content in creative ways (this infographic will be on instagram, for instance) is a tactic you must start to embrace. Another way you can fight this is getting more creative with your ads. Some of the most obvious examples of how a platform has adapted to these changes are podcasts. Some of my favorite podcast hosts do ads so well that it’s almost fun to listen to their copy. How Stuff Works and The Ben Shapiro Show are great examples of native ads and can give you tips on how to stop from being “skipped”. So, where are you most exposed? Reply in the comments below if you have found a way to account for some of these stats. We are all looking for new ways to win in 2019 and beyond. Feel free to like, comment, or share if this helped you in any way. Email nickwilliams@deepbridgeconsulting.com with any questions. See you tomorrow, NW