Inbound Marketing: 5 Trends That Every CMO Should Know

Friday 24th, June 2016

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The dynamic nature of a digital market place makes the CMO of any company to be on his feet all the time. He needs to move where the market is going, and not where it has been – a job that has been termed as the most dangerous title around.

Trends are great indicators of where the market is headed.

2015 saw a major shift in marketing landscape, as more companies are going inbound, and consumers are demanding fresh and valuable content.

With the rise of Snapchat and wearable tech, marketers have a ton of consumer data to work with.

Putting these things into perspective, let’s discuss a few inbound marketing trends that you as CMO should understand and implement.

Marketing Automation is increasing multi-fold

If you’re a business that doesn’t use some sort of marketing automation, you’re missing out on a $5.5 billion industry according to brandpipe.co.uk.

Since you’re into inbound marketing, you’re already spending approximately 50% of your time generating content – so why not spend more time in generating and nurturing leads?

Use your time more judiciously to generate the content at the same time invest in nurturing leads to close more customers.  Allow marketing automation and automated workflows do everything in between.

Inbound Is More Interactive Than Ever

Today, your customers want to be informed as well as entertained.

Interactive content is the need of the hour.

You should leverage interactive elements to your workflows to keep potential leads engaged as well as gathering critical information about prospective clients.  Tools such as calculators, generators, and graders can be used to pique the interest of your target audience, all the while putting your hard-working content and research to use.

Search Moving Beyond Search Engines

No, aren’t suggesting Google will go out of business.

Though Google is still the king of search engines, “search” technology has become quite a science across social media as well.

Maximum benefit of this trend is enjoyed by the businesses that use instant “buy buttons,” as well as payment options, which have become commonplace across social networks such as Facebook, Pinterest, and Twitter. This Inbound approach helps you to leverage the “internet of search” to improve sales, gain more leads, and get new customers.

Dramatic Rise of Content with Shelf Life

We recently discussed about the dramatic rise of Snapchat and how it has overtaken Twitter in the monthly users.

If you haven’t considered Snapchat as a social medium, you better start doing now.

The Gen Z requires brevity in everything including the content available on social media.  By and large, consumers have been making this shift over the past several years, but exclusive content with a shelf life is getting enormous traction this year. Snapchat is simply the effect of this shift. It’s time you paid attention to this rising superpower and get a head start over your competition.

Relationship Marketing On the Rise

Relationship marketing is all about building long-lasting customer loyalty and long-term customer interactions.  The biggest way we see relationship marketing taking hold is through the use of technology, particularly with smartphones.

According to this HubSpot, on an average, smartphone users check their phones 221 times each day. If your brand, content, and social strategy is mobile friendly, you can greatly capitalize on this emerging trend.

In case your site isn’t already responsive, it should be on the top of your to-do list this quarter.

 

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