Growing a small business is a time consuming process and owners don’t always have the time to stay abreast of new trends. At BizQuack we endeavor to introduce new trends so that you can be aware of the ever changing consumer direction. The following is a summary from an article entitled “Making Connections with the New Digital Consumer”, by Dan Bunyan and Karim Sarkis.
The attention of consumers in the digital world is shifting in important ways. Their attention and experiences are migrating to mobile at a rapid rate, from Web and browser-based to a world of apps.
To succeed and thrive in the next era of digital marketing, players in the vast ecosystem have to grasp consumer habits, how different rules and practices apply in these new environments, and what capabilities and strategies will enable success.
According to eMarketer, U.S. adults spend about 3.5 hours a day on their mobile devices in 2018. Apps account for more than 80% of all mobile minutes. Consumers typically have 30 apps, which they use for different purposes – social media, music, entertainment, games, news, information, and calendars. According to con.Score, people spend 97% of their mobile time in their top 10 apps.
A different set of rules and principles apply in the app-based world than in the browser based world. Apps, by definition, create more tightly defined audiences. Marketing no longer concerns simply driving traffic to a website, analyzing a cookie dropped into a browser and following users around the Web, and then reaching them through programmed advertising. Web is more general in nature whereas apps place a greater premium on user privacy.
There development suggest that data and technology will play a more important and different role in the future. Companies are also adjusting to operating under evolving privacy regimes. SuperAwesome, a London-based startup that enables safe marketing to kids and ensures that brands are compliant with regulations while interacting with consumers under the age of 13, has been experiencing explosive growth.
Perhaps most significantly, digital marketers have to develop the capacity to multitask. In the emerging environment it is not enough to adopt one predominant mode of connecting with customers.
Increasingly, in marketing we will need to position ourselves in different ways simultaneously across the platforms that are garnering the most consumer attention.
For many small business owners this information may seem overwhelming as the building of a website is still considered the number one way of reaching your target market. Change is the only constant we have and it is important for you to be on the leading edge of what is happening.
I always encourage our members to share information and ideas that will help BizQuack members to lead change and not follow it. Your thoughts and comments are welcome. Please send me an e-mail at firstname.lastname@example.org
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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