In one of my previous blogs, I looked back to the roaring ’20s and how marketing strategies of that time have evolved, 100 years on. So, it’s only fitting that, now we’ve seen just how far we’ve come, we look forward to how the future marketing landscape might look.
It’s a bit of a cliche in films that the future will give us flying cars and hoverboards, but really, that’s all guesswork – as proven by the fact that we’re not all zipping to work in gravity-defying vehicles, although, I would put money on Elon to come up with something similar pretty soon. Anyway, by reviewing the marketing landscape of today, we can (quite) accurately predict what we can expect to see in the future.
Technology has advanced rapidly – even in the past 10 years, we’ve gone from the iPhone 4s to the iPhone 12 Pro Max which is capable of being unlocked simply by looking at it. When you compare this to previous technological advancements, the leap is huge. In 1963, the world saw the first cassette tape and it took 17 years just to make it portable with the release of the Sony Walkman in 1980.
As technology has evolved, marketing strategies have been forced to adapt to these changes, in order to keep up. As new platforms and ways of consuming media arise, so does a new opportunity for a marketing strategy. Let’s take smartphones for example – their improved usability and growing functionality has meant that they now account for around half of web traffic worldwide and over half (54.8%) in the first quarter of 2021. That means that websites, ads and written content now has to be optimised for mobile to prevent alienating half of the world’s web users!
The same concept can be applied to pretty much every aspect of marketing, as the landscape changes, whether it be content marketing and Google’s ever-changing algorithm for ranking websites, or social media and Facebook’s monetised ads centre. As more content is uploaded to social media platforms, the less users will see and the more money they will have to spend to reach their target audience – a trend that will only continue to grow. So, what does that mean for the future?
A Changing Landscape
You’ll need bigger, bolder marketing and content strategies that will help you stand out from the crowd and keeping your finger on the pulse with popular new platforms (Tik Tok to name one) will help you stay out in front. As the amount of online content inevitably grows every year, when it comes to your website, you need to keep up and show Google why you deserve to rank.
Websites on niche topics can rank highly (even with minimal content) simply because they are one of the only websites which targets keywords surrounding those particular topics. If you have business in the same industry, you can rank higher by strengthening your website with more content and ensuring it’s well-optimised. This will show Google that you’re more of an authoritative figure on this topic and reward you for it.
This pattern will continue well into the future and the advantage we have as marketers in today’s world is that we can anticipate it. By doing that, we’re able to get ahead of the curve.
At Embryo, getting ahead of the curve is what we do. We use our expertise to help you do better in every aspect of your business, whether it’s content, PR, search engine optimisation or the rest. Our proactivity and extensive marketing knowledge is second to none and if you don’t believe us, just look at our Embryo Index.
So, if you’re ready to get out in front and tackle the ever-changing marketing landscape head-on, we’re here to help take you to lofty heights. Give us a call on 0161 327 2635 or email us at [email protected] to get started.