In the digital age there are too many touchpoints too many ways of investing a company’s ROI, yet which are those trends that might last the test of time.
The digital marketing industry has seen and influx of growth over the past few years and definitely was accelerated with the pandemic. Now post pandemic, so we hope we are in post, businesses are adapting to the digital arena more than ever. This change of pace has spurred new digital marketing trends that had replaced many of the outdated strategies. Which some are still needed such as certain touch points as radio, you tube commercials, trade shows and events. In this article, we are going to be reviewing trends across the marketing gamut, some of them practical uses others a little more off the cuff if you will, what they have in common is they will reveal to you and/or your personal brand or business from the perspective of an entrepreneur. We wanted to get more insights, this and getting lots of volunteer from different sectors, PIL has asked a few industry leaders about their thoughts on new upcoming trends especially targeting entrepreneurs and here they are:
Lobbyists will use digital media as a means for gathering grassroot support and to support awareness campaigns. They will become further prevalent as tools for advocacy not only for our sector especially for entrepreneur in general.
– Jorge Arrizurieta
JORGE REFLECTS ON SOCIAL MEDIA TACTICS
The COVID-19 crisis has presented many governments with their biggest challenges since WWII and has highlighted how globalization and digitalization have RESHAPED many industries INCLUDING The LOBBYING SECTOR.
I occasionally lobby state legislatures and local governments. Efforts such as these where the goal is to set up meetings with elected or appointed officials has changed probably forever. While the traditional face to face meetings will never go away. I believe ‘Zoom’ type meetings are here to stay.
Lobbyists will use digital media as a means for gathering grassroot support and to support awareness campaigns. They will become further prevalent as tools for advocacy not only for our sector but for entrepreneurs in general.
Social media will forever become a critical tool to ensure advocacy initiatives are successful. Lobbyists will continue to rely on this medium to do their job of communicating to elected / appointed officials and to influence their decisions. By making quick and easy messages and comments on one federal rulemaking at a time is priceless, entrepreneur can use these tactics not only for brand building also for brand equity. These public efforts are very effective in ensuring that their messages are read by all. A ‘not so subtle’ approach to influencing the process. There is no reason why entrepreneur can’t use these tactics to create advocacy to their brand resulting in brand followers.
- Jorge Arrizurieta
Trustee Emeritus, Florida International University, Board of Trustees, Former Vice-Chairman, Florida International University, Board of Trustees
Artificial Intelligence has become a necessary tool for businesses and entrepreneurs to measure ROI and other benchmarks and in the future will become the business tool that stands the test of time.
– Robert Vergara
ROBERT REFLECTS ON AI AS A TOOL
I believe that marketing has reached a point where goals are meant to be reached and ROI is meant to be optimized. The sudden impact of remote work and the exponential growth of eCommerce have made technology the logical way to maximize business potential. The future of Artificial Intelligence (AI) is difficult to predict, except to say that it is just beginning. Businesses already use AI for analyzing data and improving lead, conversion, and remarketing automation. AI is also used in Search Engine Optimization and helps personalize content from CRM software. AI can predict consumer behavior by analyzing data like: • When consumers purchase an item. • How often do they purchase the item. • How much they spend. • Which add-ons are purchased. • Method of payment, and many more data points. Artificial Intelligence interprets the data and helps companies and their entrepreneurs, fulfill the consumer’s needs. In addition, AI may predict future behavior by analyzing huge amounts of data and determining the likelihood of certain actions. As AI technology becomes more advanced and businesses are embracing the technology, its precision and value will grow. Artificial Intelligence has become a necessary tool for businesses and entrepreneurs to measure ROI and other benchmarks and in the future will become the business tool that stands the test of time.
– Robert Vergara, Art Director + Marketing Professional, Le Publications, Inc.
FIU Chapman School of Business, Master of Science in Marketing 2022
This has given rise to a new B2B digital marketing trend on the platform presenting marketers with a unique opportunity to directly target and reach an engaged audience including entrepreneur and key decision makers to generate new leads and drive sales.
– Andres G. Cucalon
ANDRES ENGAGES WITH LINKEDIN
The power of LinkedIn lies in the characteristics of its user base, which contains a highly engaged community of professionals, entrepreneurs, businesses that is in constant search of information to incorporate in business strategies. This has given rise to a new B2B digital marketing trend on the platform presenting marketers with a unique opportunity to directly target and reach an engaged audience including entrepreneur and key decision makers to generate new leads and drive sales.
At Sony Pictures Entertainment we leverage our SPE Partnerships LinkedIn page to display linear TV rating results, digital video metrics, our intellectual property, successful advertiser initiatives and partnerships right in front of the eyes of media agencies’ and advertisers’ executives with the intention of staying top of mind, prompt interest and exhibit the value of the Sony brand and Sony IP.”
- Andres G. Cucalon
Sr. Research Analyst, Strategic Sales and Insights at Sony Pictures Entertainment
FIU Chapman School of Business, Master of Science in Marketing 2022
This ultimately enhances each consumer touch points and makes a positive impact on the organization’s ROI and improves upon the content and overall communications.
– Samantha Boldon
SAMANTHA EXPLAINS THE IMPORTANCE OF CONTENT
Whether an organization is marketing a new product or something as drastically different as a new career opportunity, consumers and entrepreneurs alike are increasingly more engaged with content that is optimized to match their preferences. In fact, artificial intelligence that can predict what items consumers might consume in the future based on their purchases and browsing history is a trend that marketers can leverage to not only better understand consumers, but also improve the consumer experiences, the journey, and results with optimized content. This ultimately enhances each consumer touch points and makes a positive impact on the organization’s ROI and improves upon the content and overall communications.
- Samantha Boldon, Lead Generation Marketing Manager, North American Partners in Anesthesia
FIU Chapman School of Business, Master of Science in Marketing 2022
Understanding the need for more entrepreneurship, SEO is a great yet complex tool, so why not take advantage of the simple task of simply ensuring your business listing is always up to date.
– Tatiana Godoy
TATIANA FOCUSES ON ONLINE LISTING & SEO
Something on the digital front that my company is focusing heavily on is optimizing our online listings. The online listing for a company is the first thing that consumers are looking at nowadays before they make a decision about where they are going to eat, shop or in my company’s case- get care. We are working hard on making sure that the photos are up to date, hours are correct and that all the information displayed is accurate. This information is called NAP+W = Name, Address, Phone Number +Website and if you want to get more brownie points also add in days and hours of operation. Having an up to date an accurate listing is important for a website SEO performance. Understanding the need for more entrepreneurship, SEO is a great yet complex tool, so why not take advantage of the simple task of simply ensuring your business listing is always up to date.
- Tatiana Godoy, Marketing Specialist II at Baptist Health South Florida
Florida International University Master of Business Administration
In research we conducted, many of our competitor retailers, and startups are back to spending in PPC paid traffic once again, with certain players spending even more than pre-pandemic budgets
– Hortensia Trias
HORTEN BELIEVES IN PPC (PAY PER CLICKS)
The trends in today’s marketing are based on the type of business the entrepreneur is in and investing. I am a floral retailer, and we are currently using Pay Per click on Google and Bing which seems to work for us, and we are currently trying out and tracking on Facebook and Instagram advertising. In addition, we use our email marketing with Reward points which our clients love, and this is a great tactic for startup entrepreneurs. In research we conducted, many of our competitor retailers, and startups are back to spending in PPC paid traffic once again, with certain players spending even more than pre-pandemic budgets, see chart below.
- Hortensia Trias
President of Trias Flowers and Chief Marketing Officer
My advice do not get too comfortable with the tools you use today. They will change and you need to keep up with them. If it feels uncomfortable, you are in the right path.
– Raphael Soltero
RALPH REFLECTS ON CONTINUED EDUCATION TO STAY CUTTING EDGE
I believe continuing to educate ourselves on the latest technology and tools to connect with the customers is key to the success in the future. Marketers need to stay relevant enhancing their skills and those of their organization. Technology is evolving so fast and marketers must provide a user experience using many different touchpoints without being intrusive. This requires new skills as the technology changes, look at the Metaverse, imagine the possibilities. We can’t predict the future, but we can certainly prepare for it. My advice do not get too comfortable with the tools you use today. They will change and you need to keep up with them. If it feels uncomfortable, you are in the right path.
- Rafael Solter, FIU Professor of Sales & Entrepreneurship Educator | Coach | International Business Consultant
Rafael’s LINKEDIN
In review, there are some great suggestions and digital trends we are not accustomed to as in AI or using social media as grassroot efforts to pass the word and take notice to also to online listing which is so simple to do which leads to having great content they say is king. I particularly am going to start using Andre’s advice with LinkedIn, I agree with him about B2B, and entrepreneurs make note it’s now trendsing for B2C, you see videos and post from especially luxury brands such as Gucci to Tory. According to Gary Vee recently says “Especially if you are an entrepreneur and the sooner you can an start building leverage for yourself through content or through the brand you’re creating to reach broad audiences, you should be on LinkedIn.” He also explains the $1.80 rule where we read the LinkedIn post and then try to make a comment and leave your information and do this 90 times per day and see your followers grow.
In a recent Forbes article, they shared how 10 entrepreneurs are finding for them AI as a writing assistant works well with higher quality of content and not as bias in writings and turn in more article for blogs. They are huge on video marketing which is great for storytelling and as a small business owner you do not need a high budget to reach the same emotional connections. There are several more trends to review and lots of insights. Another thing we use and is a growing trend are QR Codes we think it’s because people are used to using them and they work fast and easy. Plus, QR codes are growing trend again and is going to let more and more people have access to the internet plus so much more. The idea is that you the reader, the entrepreneur, can see the endless possibilities and have some trade secrets handy for your deep dive into what is trending.
Thank you for reading my blog and Let’s get Creative!
Link to Blog: https://thepil.com/blog/
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