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12 Marketing Trends Every Top Brand Needs To Know In 2016

Michael Brenner

If there’s one thing we learned in 2015, it’s that in 2016 marketers are increasingly moving away from a “Mad Men” advertising era to a digital marketing age focused on the customer experience and journey. So what strategies, technologies, and tactics do marketers need to understand and learn to better engage, entertain, and delight their consumers? According to Andreas von der Heydt, a senior executive at Amazon, these are the top 12 trends marketers need to know to build a stronger brand in 2016:

1. Personalization and simplicity

Today’s consumers have more choices and information than ever before when it comes to making a purchase. But they also want to spend as little time as they need to when choosing what fits their needs and wants.

That’s why many top brands today are implementing lead nurturing programs that are personalized to the needs, interests and actions of different prospects, so they are sent off to the appropriate nurture paths.

An example of personalized marketing approach is dynamic pricing. Subscription models like Amazon Prime Video or Spotify, and “Pay What You Want” strategies like Humble Bundle, are effective marketing tactics to deliver a customized, simplified and improved customer experience.

2. Big Data and analytics

Using big data and analytics, brands can uncover new insights on their existing and new target groups, and better understand and predict consumer needs and wants to improve their sales and marketing strategies.

Data-driven tools and CRM solutions like Hubspot, Salesforce Pardot, Oracle CRM, and Nimble are helping marketers collect, organize, and analyze their data; generate new insights to incorporate into their marketing strategies; and make better recommendations and predictions for future actions. Whether you’re a small, mid-sized, or large company, you’ll want to consider taking advantage of these tools to gain a competitive edge.

3. Social selling

Today nearly two-thirds of American adults use social networking sites, according to a recent study by Pew Research Center. Another Pew research found that 62% of all American adults are Facebook users, with 31% on Pinterest and 28% on Instagram. User engagement for these social media sites has also increased significantly, with 59% of Instagram users, 27% of Pinterest users, and 22% of LinkedIn users visiting these sites on a daily basis.

It’s clear that social media is an effective tool for driving site traffic, and top brands are taking social media to the next level by using it to drive sales. For those who are looking to develop or improve their social media strategy this year, having the right metrics and social listening are key.

Regardless of the channels your brand is on, you need the right metrics to define and measure ROI and success. Going beyond vanity metrics like “views,” top brands are tracking engagement and other metrics like comments, shares, and even quality of comments (i.e. Klout score of users, leads and sales generated from comments, etc.).

Social listening is also critical to your marketing and sales success. Andreas suggests brands to keep social “social.” Use it to listen to your audience, understand their needs, answer their questions, and gather feedback and ideas from them. You also want to set realistic expectations for your social activities, and not over-stretch too much too fast.

4. Generation Z consumers

Generation Z is here. Defined as those born between mid to late-1990s and 2010, Gen Z grew up with digital technology and a world with easy, constant access to the web. Their comfort with technologies will represent both an opportunity and challenge for brands who want to reach them.

Generally speaking, Gen Z is more financially conservative than their Gen Y peers. They are also very entrepreneurial, independent-minded, and socially responsible. They embrace diversity and differences. Compared to Gen Y, Gen Z is much harder to interact with and they have much shorter attention spans.

But one important thing marketers need to understand is that they are no different than any other generations of consumers, in that they are looking for brands who they can trust and relate with, and can add value and help with their needs and wants.

5. Mobile and location-based marketing

According to Google, more searches are now performed on mobile devices than computers. This means leading marketers will be investing even more on mobile. Marketers can use location-based marketing technologies such as iBeacons and Radio Frequency Identification (RFIDs) to connect and interact with consumers in real time and to promote more sales.

313 Somerset, for example, is the first mall in Singapore to implement location-based marketing technology. Shoppers can use the mall’s app to get sales alerts and coupons on their mobile devices when they are near the shopping center. Retailers have reported 46% sales conversion as a result of the app.

6. Messaging apps

36% of smartphone owners use messaging apps like WhatsApp or Facebook Messenger on their devices in the U.S. Globally, this number reaches billions of users. For brands and marketers, messaging apps represent huge opportunities to drive more sales and revenue.

WeChat, a popular messaging app in China, is already leading the way in mobile commerce and marketing. It’s had great success as a mobile payment platform, allowing users to purchase movie tickets and taxi services, for example.

Slowly but steadily, messaging apps have also begun experimenting with advertising. WeChat has successfully integrated ads into users’ timelines already, and we are starting to see this with popular apps in the West as well like SnapChat Discover, which allows brands to directly reach consumers in creative ways.

7. Wearable technology, virtual reality, and artificial intelligence

Virtual reality and wearable technology will hit the mainstream. Wearables and VR headsets like Oculus Rift will present marketers new ways to tell their brand stories and communicate with consumers through immersive 360 experiences.

In 2016, we’ll also see improved artificial intelligence capabilities (see the RoboWatch project) and more sophisticated “Chatbots.” In a few years, we may see AI-powered robots and personal assistants searching the web to help consumers find what they want, and making personalized recommendations based on their needs.

8. Video and moving images

2015 has already been an incredible year for video, and its popularity will further increase in 2016. With shorter attention spans, video is here to stay and won’t be going away anytime soon. In fact, according to Cisco, consumer Internet video traffic will make up 80% of all Internet traffic by 2019, up from 64% in 2014.

We are already seeing brands re-prioritizing their traditional advertising budgets for digital video. For many marketers, branded video content has already become an essential component of their marketing activities, and soon it will become the center.

Leading marketers will also focus more on live-stream video platforms like Periscope and Vine videos. Red Bull, for example, is known for live streaming behind-the-scene views of its snowboarding contests on Meerkat.

A newer video streaming app called Blab is also growing in popularity. Blab allows up to four people video chatting simultaneously with the audience watching and commenting live. Blab video chats can easily be shared on Twitter, which helps with social sharing and viral growth.

9. Data security

Hacking, in Michael Dell’s words, has become a “multi-billion-dollar industry.” For top marketers, cybersecurity is an essential focus to ensure customer data is protected. Leading brands are hiring specialized companies like Social-Engineer to test and identify weak points in their security both online and offline.

10. Meaningful, real-time communication

As consumers increasingly expect more personable and real-time interactions with brands, top marketers will need to focus on strategies that deliver such experiences, such as video streaming, blogging, and webinars to get people’s attention and engagement.

As well, finding “moments” that matter to consumers where brands can build authentic emotional connections will be key for top marketers. These moments, for example, may be the Olympics, Super Bowl, or blockbuster movies like Star Wars. But it’s not enough to just show up with real-time messages. You need meaningful, bold, and inspirational content to stand out from all other competing brand messages.

Smart marketers will also develop an influencer plan to identify top bloggers, relevant experts and influential leaders they can collaborate with to help amplify their messages to the relevant audiences.

11. Employee advocacy

To build a strong brand, you need a fan base of highly engaged and committed brand ambassadors who can help share and promote your brand messages through their networks.

Content shared by employees gets 8 times more engagement than when shared by official brand channels. 90% of consumers also said that they trust social media and word-of-mouth recommendations by family or friends more than other advertising, and that’s where your employees can come in.

According to the 2015 Edelmann Trust Barometer, 63% of consumers surveyed refuse to buy products or services from a company they do no trust. On the other hand, 80% of respondents will buy from companies they trust, and 68% will recommend them to a friend or colleague.

That goes to show how important it is for top brands to build trust and honest, authentic relationships with their audiences. By empowering your employees to take an active role in telling and sharing your brand stories, they help improve your company’s personal branding efforts, as well as increase their own engagement and commitment to your brand.

12. Customer and content-centric organizations

Leading brands are thinking and taking their digital strategy beyond marketing, to everything from sales, HR, finance, R&D, legal, and business planning. Many companies have introduced the new role of chief digital officer (CDO) to lead the digital transformation for the entire organization. Others are building their digital capabilities by improving their business models and processes, then building leadership capabilities across the organization to drive change.

Forward-thinking brands are also rethinking their key departments and functions and reorganizing based on customer experience and innovation. As well, they will work hard to recruit hybrid marketers who have both strong analytical and tech-savvy skills as well as an aptitude and passion for marketing. These next-gen marketers will help top brands evolve, compete, and win in the modern marketing era.

What do you think? Which of these trends have you adopted already or will be executing this year? Please share your thoughts below!

For more marketing strategies to boost your company’s growth this year and beyond, see Digital Tactics That Help Acquire, Convert, And Retain Customers.

The post 12 Marketing Trends Every Top Brand Needs To Know In 2016 appeared first on Marketing Insider Group.

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About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

Amazon And Whole Foods: The New Terrain Ahead

Jenn Vande Zande

We all felt the ground shake recently with the news that Amazon plans to acquire Whole Foods.

Similar to an earthquake, while living through the experience is shocking, there were ways to predict that it might have been coming, and ways to prepare for it. While the after-tremors of this surprise announcement are being felt far and wide (and will be for a long time), right now is the time to take a deep breath and realize that the landscape is changing, and that you can navigate through it.

Next week we’ll offer in-depth assessments of what this means for the long and short term, but for today, it’s time for reflection and a renewing of your strength and dedication to the market and the customer.

Here are the facts as we see them:

This is a game-changer

How many times has the term “game-changer” been used with Amazon? Countless. However, Amazon has been ramping up their entry into the grocery retail market. “Amazon has been steadily breaking into grocery, the largest segment of retail, with AmazonPantry, AmazonFresh, AmazonGo, and most recently their AmazonFresh Pickup pilot. Just yesterday they released a Dash Wand that can not only be used to scan products into a shopping list or cart, but also includes Alexa for find recipes, get product recommendations, and place orders,” said Stephanie Waters, retail industry principal with SAP Hybris, “And now, today, this.”

Stephanie noted, “Some grocers haven’t been overly concerned about Amazon, saying they don’t know how to do fresh and they don’t have stores. That all changed today when they acquired one of the world’s experts in fresh and 465 stores across North America and the UK. The grocery industry will never be the same. We are on the cusp of a quickly moving environment and I think we will see the acceleration of supermarket chains innovating their business models and modernizing their organizations.”

Price wars are coming

Experts in the industry have been aware that a battle was brewing when it comes to pricing and grocery retail, but today’s announcement brings grocery retailers to the front line.

Cutting prices isn’t the answer. You need to deliver an outstanding customer experience and maximize operational efficiencies.

Data: the not-so-secret weapon

Many grocery retailers partnered with Instacart to provide fulfillment services, thereby turning over their customer data to a third-party vendor rather than retaining and using that data. Today should mark a shift in how grocers proceed with this process.

It remains to be seen what impact the Amazon acquisition will have on the Instacart and Whole Food partnership, but taking back control of both the customer experience and data derived from it will be a key element in getting through this disruption in the industry.

Fewer customers walking into stores and ordering online from the retailer equates to lower slotting fees, which means a significant crack in one of the foundations of grocery retailer bottom lines.

Online is the new frontier

It’s hard to believe that there are grocery retailers who haven’t made the leap to online, but they exist. “The news of this acquisition today only accelerates the online grocery forecast which is estimated to grab 20% of grocery by 2025,” said Waters, “retailers who are not online risk losing market share. Period. Full stop.”

Prepare to fight for your customer

Today is a day to recognize that a long battle lies ahead. You have to be prepared to fight for your customer, and you need the tools and strength to do it. It’s time to take a deep breath and assess where you are and where you need to be.

It’s been noted before, but bears repeating over and over: If you evolve your business model to include online retail but you ignore the customer experience, you have gained nothing, and could even lose customers.

What’s next?

Watch this space next week, when we’ll do some deep-dives into what all of this means. In the meantime, know that you can still thrive, and that SAP Hybris can help.

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How Mobile Apps Power Up On-Demand Startups

Granner Smith

On-demand is set to transform the mobile commerce entrepreneurial space. Whether you’re looking for taxi bookings, food orders, healthcare services, home maintenance, business info, or more, the app store has a solution for practically every service you can think of, and smartphone owners are more than willing to use these mobile apps. While innovative startups are already trying to take the market by storm, there are still countless opportunities available for people looking to make their mark. This means there’s a phenomenal growth outlook for e-commerce startups that provide unique services on-demand. On the other hand, there are equally big challenges to overcome, as the competition is daunting.

Understanding the basics of on-demand business

Many opportunities and challenges of on-demand service startups are similar to the those of conventional e-commerce businesses. The difference is how services are delivered – as the name suggests, on-demand businesses deliver services to the buyer when, how, and where they need them.

The unique selling proposition of on-demand (compared to traditional e-commerce) lies in its convenience and spontaneity. To be successful, on-demand startups are tasked with creating a unique business idea that has sustainability, scalability, and profitability over a period of time.

Before you venture into this space, it’s important to understand the on-demand service business model, which is based on the following components:

  1. Identify a pain point (demand): Identifying and solving a pain point is the basis of any business model. The more unique your idea, the better its chances of survival and success.
  1. Determine whether your service is instant or scheduled: Once you have a business idea, you have to work on how you’ll provide the service you are promising. One consideration is whether the service is instantly delivered or scheduled. For instance, food delivery is an instant service with the customer expecting a short wait time. Scheduled service could be an airline booking for a future point of time. Startups providing instant services must have adequate capacity and supply to meet excess demand as needed.
  1. Find a reliable staff supply: Meeting that latter point requires a steady and reliable source of staff and supplies. On the staffing side, startups may choose between contracted workers and freelancers. While contracted staff provide reliability, freelancers may be more cost-effective. Startups should try to strike an equilibrium. Begin with more stable contractual supply on a small scale and gradually add freelance support to scale to your growth.
  1. Strengthen the core: Once the operational side of the business is taken care of, you need to strengthen your core with the right technology, meaning the mobile app that links you with potential customers.
  1. Planning and patience: Finally, when you have all the processes in place, it’s time to streamline them. The integration between offline (operations) and online (app technology) is a complex task, an art that’s mastered with patience and precision. Be prepared to invest a good deal of effort and money to make your business a success. At the same time, be realistic in your expectations, as overnight success is unlikely.

On-demand startups must be prepared for slow-paced growth, but the results can be phenomenal if they can sustain themselves through the testing phase. Creating a sound business strategy and adhering to it is the best way to proceed.

Mobile app: the lifeline of on-demand business

The entire concept of on-demand business is woven around mobility. Its services must be available anywhere and anytime, making the mobile app an essential ingredient of the business. An app is the platform by which the business accesses the market, provides services to users, and retains loyal customers. Here are the mobile app features needed to give users a great experience and bring business to the startup:

  • Convenience: On-demand service is synonymous with convenience. Convenience is not confined to delivering the service, but encompasses the entire performance of the app. The app should load quickly and have an excellent user interface. The entire checkout process should be quick and smooth, completed with a minimum number of clicks, and have few forms. Simplicity can be a deciding factor in engaging users, converting them, and bringing them back.
  • Live tracking: Real-time tracking that sends location-based offers to customers and enables them to track their order or service ensures customer satisfaction and helps build long-term loyalty.
  • Seamless payment: Customers prefer mobile apps that enable cashless transactions through the most popular, secure, and seamless payment options.
  • Reviews and ratings: Customer ratings are a key element in an on-demand business’ growth, as potential customers are more likely to have confidence in reviews and ratings provided by actual users. Real-time customer feedback is also an effective way for a business to continuously evaluate its performance.

A mobile app is a lifeline for an on-demand startup. It matches supply with demand to enable the business to deliver the service at the right place and the right time. For startups providing services on demand, the main driving force in growth is not money or inventory, but technology in the form of mobile apps.

For more on digital selling, see Primed: Prompting Customers to Buy.

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About Granner Smith

Granner Smith is a Professional writer. His skill set is vast, his greatest expertise revolve in the worlds of interactive design, development, UX, social media, brand identity design, content creation. He works with reputed company, Orange Mantra that provide web and mobility solution. Follow us on Twitter @Orangemantraggn Facebook @OrangeMantraindia

Taking Learning Back to School

Dan Wellers

 

Denmark spends most GDP on labor market programs at 3.3%.
The U.S. spends only 0.1% of it’s GDP on adult education and workforce retraining.
The number of post-secondary vocational and training institutions in China more than doubled from 2000 to 2014.
47% of U.S. jobs are at risk for automation.

Our overarching approach to education is top down, inflexible, and front loaded in life, and does not encourage collaboration.

Smartphone apps that gamify learning or deliver lessons in small bits of free time can be effective tools for teaching. However, they don’t address the more pressing issue that the future is digital and those whose skills are outmoded will be left behind.

Many companies have a history of effective partnerships with local schools to expand their talent pool, but these efforts are not designed to change overall systems of learning.


The Question We Must Answer

What will we do when digitization, automation, and artificial intelligence eject vast numbers of people from their current jobs, and they lack the skills needed to find new ones?

Solutions could include:

  • National and multinational adult education programs
  • Greater investment in technical and vocational schools
  • Increased emphasis on apprenticeships
  • Tax incentives for initiatives proven to close skills gaps

We need a broad, systemic approach that breaks businesses, schools, governments, and other organizations that target adult learners out of their silos so they can work together. Chief learning officers (CLOs) can spearhead this approach by working together to create goals, benchmarks, and strategy.

Advancing the field of learning will help every business compete in an increasingly global economy with a tight market for skills. More than this, it will mitigate the workplace risks and challenges inherent in the digital economy, thus positively influencing the future of business itself.


Download the executive brief Taking Learning Back to School.


Read the full article The Future of Learning – Keeping up With The Digital Economy

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About Dan Wellers

Dan Wellers is the Global Lead of Digital Futures at SAP, which explores how organizations can anticipate the future impact of exponential technologies. Dan has extensive experience in technology marketing and business strategy, plus management, consulting, and sales.

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Why Millennials Quit: Understanding A New Workforce

Shelly Kramer

Millennials are like mobile devices: they’re everywhere. You can’t visit a coffee shop without encountering both in large numbers. But after all, who doesn’t like a little caffeine with their connectivity? The point is that you should be paying attention to millennials now more than ever because they have surpassed Boomers and Gen-Xers as the largest generation.

Unfortunately for the workforce, they’re also the generation most likely to quit. Let’s examine a new report that sheds some light on exactly why that is—and what you can do to keep millennial employees working for you longer.

New workforce, new values

Deloitte found that two out of three millennials are expected to leave their current jobs by 2020. The survey also found that a staggering one in four would probably move on in the next year alone.

If you’re a business owner, consider putting four of your millennial employees in a room. Take a look around—one of them will be gone next year. Besides their skills and contributions, you’ve also lost time and resources spent by onboarding and training those employees—a very costly process. According to a new report from XYZ University, turnover costs U.S. companies a whopping $30.5 billion annually.

Let’s take a step back and look at this new workforce with new priorities and values.

Everything about millennials is different, from how to market to them as consumers to how you treat them as employees. The catalyst for this shift is the difference in what they value most. Millennials grew up with technology at their fingertips and are the most highly educated generation to date. Many have delayed marriage and/or parenthood in favor of pursuing their careers, which aren’t always about having a great paycheck (although that helps). Instead, it may be more that the core values of your business (like sustainability, for example) or its mission are the reasons that millennials stick around at the same job or look for opportunities elsewhere. Consider this: How invested are they in their work? Are they bored? What does their work/life balance look like? Do they have advancement opportunities?

Ping-pong tables and bringing your dog to work might be trendy, but they aren’t the solution to retaining a millennial workforce. So why exactly are they quitting? Let’s take a look at the data.

Millennials’ common reasons for quitting

In order to gain more insight into the problem of millennial turnover, XYZ University surveyed more than 500 respondents between the ages of 21 and 34 years old. There was a good mix of men and women, college grads versus high school grads, and entry-level employees versus managers. We’re all dying to know: Why did they quit? Here are the most popular reasons, some in their own words:

  • Millennials are risk-takers. XYZ University attributes this affection for risk taking with the fact that millennials essentially came of age during the recession. Surveyed millennials reported this experience made them wary of spending decades working at one company only to be potentially laid off.
  • They are focused on education. More than one-third of millennials hold college degrees. Those seeking advanced degrees can find themselves struggling to finish school while holding down a job, necessitating odd hours or more than one part-time gig. As a whole, this generation is entering the job market later, with higher degrees and higher debt.
  • They don’t want just any job—they want one that fits. In an age where both startups and seasoned companies are enjoying success, there is no shortage of job opportunities. As such, they’re often looking for one that suits their identity and their goals, not just the one that comes up first in an online search. Interestingly, job fit is often prioritized over job pay for millennials. Don’t forget, if they have to start their own company, they will—the average age for millennial entrepreneurs is 27.
  • They want skills that make them competitive. Many millennials enjoy the challenge that accompanies competition, so wearing many hats at a position is actually a good thing. One millennial journalist who used to work at Forbes reported that millennials want to learn by “being in the trenches, and doing it alongside the people who do it best.”
  • They want to do something that matters. Millennials have grown up with change, both good and bad, so they’re unafraid of making changes in their own lives to pursue careers that align with their desire to make a difference.
  • They prefer flexibility. Technology today means it’s possible to work from essentially anywhere that has an Internet connection, so many millennials expect at least some level of flexibility when it comes to their employer. Working remotely all of the time isn’t feasible for every situation, of course, but millennials expect companies to be flexible enough to allow them to occasionally dictate their own schedules. If they have no say in their workday, that’s a red flag.
  • They’ve got skills—and they want to use them. In the words of a 24-year-old designer, millennials “don’t need to print copies all day.” Many have paid (or are in the midst of paying) for their own education, and they’re ready and willing to put it to work. Most would prefer you leave the smaller tasks to the interns.
  • They got a better offer. Thirty-five percent of respondents to XYZ’s survey said they quit a previous job because they received a better opportunity. That makes sense, especially as recruiting is made simpler by technology. (Hello, LinkedIn.)
  • They seek mentors. Millennials are used to being supervised, as many were raised by what have been dubbed as “helicopter parents.” Receiving support from those in charge is the norm, not the anomaly, for this generation, and they expect that in the workplace, too.

Note that it’s not just XYZ University making this final point about the importance of mentoring. Consider Figures 1 and 2 from Deloitte, proving that millennials with worthwhile mentors report high satisfaction rates in other areas, such as personal development. As you can see, this can trickle down into employee satisfaction and ultimately result in higher retention numbers.

Millennials and Mentors
Figure 1. Source: Deloitte


Figure 2. Source: Deloitte

Failure to . . .

No, not communicate—I would say “engage.” On second thought, communication plays a role in that, too. (Who would have thought “Cool Hand Luke” would be applicable to this conversation?)

Data from a recent Gallup poll reiterates that millennials are “job-hoppers,” also pointing out that most of them—71 percent, to be exact—are either not engaged in or are actively disengaged from the workplace. That’s a striking number, but businesses aren’t without hope. That same Gallup poll found that millennials who reported they are engaged at work were 26 percent less likely than their disengaged counterparts to consider switching jobs, even with a raise of up to 20 percent. That’s huge. Furthermore, if the market improves in the next year, those engaged millennial employees are 64 percent less likely to job-hop than those who report feeling actively disengaged.

What’s next?

I’ve covered a lot in this discussion, but here’s what I hope you will take away: Millennials comprise a majority of the workforce, but they’re changing how you should look at hiring, recruiting, and retention as a whole. What matters to millennials matters to your other generations of employees, too. Mentoring, compensation, flexibility, and engagement have always been important, but thanks to the vocal millennial generation, we’re just now learning exactly how much.

What has been your experience with millennials and turnover? Are you a millennial who has recently left a job or are currently looking for a new position? If so, what are you missing from your current employer, and what are you looking for in a prospective one? Alternatively, if you’re reading this from a company perspective, how do you think your organization stacks up in the hearts and minds of your millennial employees? Do you have plans to do anything differently? I’d love to hear your thoughts.

For more insight on millennials and the workforce, see Multigenerational Workforce? Collaboration Tech Is The Key To Success.

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