A New Year brings about a ton of exciting changes and trends – especially in the realm of marketing. Last week we shared with you 5 things that fresh produce companies should do, at a minimum, if they expect positive results from their digital marketing efforts in 2015. The acceleration of marketing advancements can be overwhelming, but fear not – we are here to help! In addition to these “marketing musts,” there are a few major trends happening in the world of digital marketing that you should consider in your 2015 plans:
Make an Impact Through Personalization
Smart technology has given us the ability to create an deeper connection with our target audiences through personalization, and as a result, consumers are rejecting “one size fits all” marketing and craving materials that they feel were created specifically for them. Personalize your marketing by tailoring your efforts across your website, social media and other content channels so that it becomes more regionalized, localized, and individualized to the people you know are paying you a visit. Tools like HubSpot make personalization possible and achievable for companies of any size (and budget!). Personalization is not a trend that will go away any time soon; it will continue to evolve how we reach our audiences and lead them to feel better connected to our fresh produce brands and stories.
Storytelling via Video
Storytelling isn’t necessarily a new concept for marketers, but in 2015, expect this trend to AMPLIFY and run wild in the video realm. The good news for marketers of fresh fruits and vegetables in that consumers want to hear the human voice behind produce brands and video is the right vehicle for delivery. Use video and networks like YouTube to share the rich stories behind your products and thriving businesses over the years, and provide consumers with a behind the scenes look at your farms.
In a study from BrightRoll surveying 150 top advertising executives, 91% believe online video is equally or more effective than display advertising. Companies using video in 2015 will have a significant edge over their competitors when reaching consumers.
Expand Your Reach on Mobile
If you’re like most people, you use your mobile devices (and yes, that’s devices, PLURAL!) throughout the entire day. Mobile optimization allows your marketing to reach audiences for longer periods of time during multiple phases of the day – at home, work, out and about, etc. According to comScore Mobile Metrix 2.0, 4 out of 5 consumers use smartphones to shop. There’s no longer room for debate – if your web presence is not mobile optimized in 2015 you will no longer be relevant with the people you’re trying to reach.
With this knowledge, go forth and prosper with your 2015 marketing strategies! If you feel like you need help staying on top of marketing trends in 2015, we’re currently offering discounted marketing services now through January 31. Click here to take advantage of this promotion before it expires! We look forward to continuing to be a resource to you throughout the future.
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