This year’s Business Show featured presentations and panel discussions with experts from across the industry. We’ve collated our highlights for those who missed the event.
Digital technologies are changing the way consumers and companies interact. From scouring the Yellow Pages to searching on Google and speaking to Alexa, consumer behaviour is evolving rapidly. This requires an adaptable approach to marketing. Yet with so much opportunity, where do you begin?
'Success starts with getting the basics right', says Mark Clisby, Chief Marketing Officer at Yell. 'This means building a trusted presence online before growing demand generation.' Here Mark shares some insights on how to make this happen.
Building a trusted presence
Trust starts with being visible, engaging with your consumers and keeping your website up-to-date, Mark says.
- Grow visibility by embracing the multiple channels available and don't forget mobile, since mobile is driving growth.
- Ensure your company details are accurate and up-to-date.
- Engage in a two-way dialogue with your consumers. Answer questions, respond to feedback and address issues.
- Build a website and keep it current with fresh content.
Growing demand generation
To grow customers and revenue, you will likely have to invest in paid demand generation using platforms such as Google Adwords and Facebook Advertising, Mark says. Here, it's important to understand your customers and measure return.
- Understand your customers by getting into their mind and walking around in their shoes, Mark says. Do this before investing in paid demand generation.
- Measure return. Paid demand generation is very measurable as it allows you to target niche customer groups and measure results in real-time. This allows you to constantly refine your approach.
Marketing success requires keeping one eye on the future. Trends to watch-out for include a shift in how consumers search and a 24-7 mindset, Mark says.
- Evolution of search. Technologies including voice and virtual reality are replacing traditional search engines.
- More devices. Consumers are using a wider number of devices to search and engage with companies.
- Always on. Consumers expect companies to be responsive round-the-clock.
- Marketing success starts by growing trust and understanding your customers.
- Marketers need to be flexible, as search habits and consumer expectations are changing.