“It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change”.
The world of marketing is constantly evolving.
Digital marketing is still a relatively new environment, really only starting to take off in the mid-2000s.
If you’re running your own business, chances are you’ve probably been asked the question: “Where do you see your business in 5 years?”
Perhaps you have solid goals or metrics that you hope to reach in 5 years, but the truth is it’s difficult to predict what can happen to a business in 5 years with the rapidly evolving technology.
Take TikTok for example, no one could have predicted how much that platform would dominate social media – as well as drastically change the world of marketing, the music industry, and more.
It’s also interesting to look at companies like Apple and see how they’ve made changes over the years to keep up with the times. The evolution of iPods and iPhones, from iTunes to Apple Music, to products like the Air Pods and Apple Watches.
Marketers are faced with the idea of the changing technological landscape every day. It’s our job to keep up with trends in the industry and try to predict what’s next.
We may not be able to predict the future, but we can try our best to be prepared for it. Here are three tips to help adapt to whatever future situation we may find our business in:
1. Pay Attention to Changes in Consumer Behavior
It’s important to think of your customers with every business decision because if you don’t keep up with their changing behaviors, you may lose them to a competitor.
Are your customers not opening your email newsletters as often but are very active on your social media pages? Are online orders dominating over foot traffic? Are your Instagram posts not getting as much engagement as before?
Modernize company culture and embrace experimentation and new ideas. This may mean going in the opposite direction with your current marketing strategy or advertising on a new platform (like TikTok).
2. Utilize A/B Testing
In addition to paying attention to changes in consumer behavior, you can also conduct your own research with A/B Testing.
A/B testing is when you test two different versions of a variable to see which version achieves the best results. You can try this with things like newsletters, web pages, special media posts, and more.
Maybe you’ve noticed that video content has become more popular over the last few months on social media. You can try to incorporate this into your own web page on the “about” page. You can test a version of the page that includes a video diving into the details of your business, or just use a standard text webpage. Test which version of the webpage gets the most interactions and move forward from there.
Maybe you’ve noticed that infographics are rising in popularity over the internet. You can try testing two versions of the same post — one being a standard text/image post and the other being an infographic.
A/B testing is a good way to keep up with new trends and to identify which specific trends are more popular for your consumers. This research will help you get even more insight into your consumer behavior and will highlight the types of changes you need to make in your business.
3. Educate Yourself On Technology Updates and New Platforms
It may be tempting to just purchase the newest software for the sake of innovation, but that can be a bad decision for a business. When it comes to digital technology, make sure you’re investing in something that is most likely to get you the outcome you want.
Back 10 years ago, social media planning software like Agorapulse and Sprout Social was probably not used as much as they are today. With the rise of social media advertising, this software has become a way to optimize efficiency for client social channels. Making these kinds of technological integrations can be useful to your business, as long as you’re staying educated on it.
Another thing to be prepared for with the wild west of technological changes is educating yourself on technology updates. In late 2020, Apple’s iOS14 update had big changes on Facebook advertising, which led to marketers scrambling to adjust their strategy around this new update.
Learning as much as you can about major updates can help you be prepared for the changes that will follow.
In conclusion, changes in technology are inevitable. The world of marketing can be flipped on its head overnight. That’s why maintaining flexibility and curiosity will make it easier for you to adapt to whatever changes come your way. Putting the customer first will ensure you stay successful!