True, marketing has evolved rapidly in the last quarter century. And yes, it’s important to be mindful of trends, especially in digital marketing — good and bad.

Just like your finances, human resources and other aspects of your business, your Web site should be continuously monitored for red flags and to be sure it’s not out-of date.

It’s time-consuming and expensive, but any problems should be solved. The trick is to do it right, cost-effectively.

Make certain your Web site is not out-of-date.

But digital marketing involves a lot more than building a good Web site.

Businesses are increasingly using mobile apps to sell products, but the most successful use best practices. Yes, they use cross-channel marketing tools.

For competitiveness and profits, businesses can’t afford to ignore the potential of online reviews.

They’re a factor in revolutionizing commerce. Reviews are important because they influence prospective customers to buy from you.

They’re also beneficial in improving your Internet presence because search-engine crawlers consider them to be relevant. So you must profit from online customer reviews.

In addition, Robert Fleming, CEO of, has identified several digital trends.

Here’s an edited excerpt of Mr. Fleming’s observations: 

– Social media marketing budgets will double over the next five years.

– Nearly 50 percent of companies now have content marketing strategies. Content is the king and always be will be, thus there will always be need for organic content which will attract your audience’s attention.

– Email with social sharing buttons increase click-through rates by 158 percent. Creating email marketing campaigns with more shareable content and the ability to easily share will help increase your reach.

– Seventy percent of B2B content marketers are finding events to be a very effective marketing tactic.

– Seventy-four percent of reporters think press releases should include images. As they say a picture is worth a thousand words and three-fourths of the reporters agree with the same quote as well.

– SEO (search engine optimization) is vital – 33 percent of traffic from Google organic search results goes to the first item listed. Make certain you are optimizing all of the Google tools such as authorship markup, Google+ Local listings, Maps, etc.

To his SEO point, I’d add it’s important to avoid six SEO errors.

While I don’t disagree with his observations, I think it’s important to remember too many marketing campaigns have focused on fads.

Marketing is the understanding of your customer for the cost-effective process of selling the right product or service at the right time and at the right price.

But they haven’t delivered a cost-effective return on investment.

Marketing fails to work when it isn’t grounded in principles. Integrated brand strategies should be reality-based.

Marketing is the understanding of your customer for the cost-effective process of selling the right product or service at the right time and at the right price.

So what is important is being relevant to your target audience.

Focus on these priorities:

– You need to emphasize tailored marketing messages for your target demographics. You won’t ever lose by using cause-related marketing. But you must remember to target increasingly narrowed audience segments.

– Learn from traditional principles. For instance, just as radio personalities have been successful at talking with listeners – one at a time – you must focus on personalizing your messages.

– Relevance matters. Information overload is clutter to people. Cut through the clutter with short messages with links to comprehensive content.

– Streamline your marketing with mobility and real-time experiences. Customers want fast interaction – increasingly with mobile devices.

– Focus on developing centers of influence – Web sites and individual influencers – to send business your way.

– Tell your story with videos.

– Be consistent – never let up.

-Be aware of trends in micro-content marketing – for example, Apple Watch.

– Data is fine but very buying decision is based on emotion. That goes for B2B marketing, too. Businesspeople make emotional decisionjs to buy. So tap into emotions.

– Make marketing content shareable.

From the Coach’s Corner, here are related tips:

4 Best Practices to Enhance Your Google Ranking with Digital Content – There are four best practices if you want strong ranking from Google’s search rank algorithms, higher click-through rates and more social sharing from your content and press releases. That’s according to the Ranking Factors Study from Searchmetrics. The study shows the four practices improve message visibility and campaign results on the Internet.

8 Ways to Get Transparency from Your Retargeting Campaign – If you’re a major advertiser, you probably use behavioral remarketing or retargeting strategies. That’s to reach prospective customers based on their Internet searches, if they leave your Web site and don’t buy from you. Other firms use retargeting to purchase advertising. Basically, retargeting is accomplished by using a cookie or pixel, to show banner ads to Internet users. But transparency is a significant problem for advertisers.

Forecasting 5 Trends and the Future of Marketing – With all the dynamic changes that businesses have experienced in opportunities and threats, it’s important to anticipate the future. But forecasting can be tricky. So, the one dynamic you can anticipate – constant change – both positive and negative. Be aware of these five marketing trends.

“What happens when you combine blogs, Google and millions of dissatisfied customers? An e-mob.”

– Bob Garfield


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.