It is now more difficult for businesses to be listed in the top local search results on Google because of a recent update which has decreased the “local pack,” the number of business listings that are shown in organic search results. Google has updated the search results you see in a query with a local intent to show three local businesses instead of seven, meaning that the Google 7-pack is now a 3-pack.

The purpose of the redesigned local pack is to fit more within the mobile user interface.

These changes are expected to lead to less phone calls and sales for businesses that appeared in the fourth position and lower. Though, it may also lead to more business for those in the first three results, since competition has lessened in the slots. Continue reading Google Updates the Local Pack and strategic SEO becomes even more significant

 

Marketing-Technology

 

As technology continues to change the way marketing departments operate and how digital marketing is used, a number of marketers typically working in small businesses fail to recognize how fast technology is evolving and this could be one of the reasons they may find it difficult to keep up with the ever changing marketing field.

Today, marketing collaborations involving voice, video, and data sharing are being produced at a faster rate than ever because of recent technological advancements. Due to the constant evolutions of technology, it is becoming a priority to have proper training in IT and technology, beyond those working in the IT department.

This is important, because the marketing strategy that your marketing department has been using could easily become outdated without your knowledge, so it is crucial to be up to date with the changes as they occur and how those changes can affect your department and your company overall.

One advancement that has proven to be important to digital marketing is mobile optimization, which remains continuously evolving. These days, one of the most important advancements in this area is how to effectively move from a call to action in an email to the landing page with all content intact.

Another area quickly evolving is the usage of big data and how the ability to collect consumer information in this fashion is needed to make changes to content, products, and services in a way that improves the consumer experience.

Wearable technologies is also another area in which to watch, since its evolutions may prove important to digital marketing. Therefore, it is important to remain up to date and flexible to where these technologies are headed. Being prepared to market towards these technologies is definitely key, since it would require even more optimization than the change to mobile devices.

Awareness and preparedness is crucial in the constantly evolving technological areas of marketing. These evolutions are designed to make the relationship between consumer and company flow in an easier, quicker manner, and serves as an advantage to companies that are up to date with the latest advancements.

Creativity-TechnologyThe business of marketing continues to make crucial shifts, as we rely more on our technological devices like mobiles, tablets, and laptops. Today, the focus has become to create campaigns that effectively translate digitally through social media, advertising, and e-commerce.

The goal is to provide real-time conversations between brands and people, while technological advancements continue to change the way marketing operates. Corporate marketing departments are now focusing on creating narratives that are relevant to people, while heavily relying on technical data, digital engineering, and analytics. Meaning, that marketing departments are combining creative efforts with the use of technical information, which can prove to be a challenge.

Traditionally, marketing is about comprehending people’s motivations and insights in order to create effective campaigns that uniquely promote brands. Today, campaigns are formed from a creative process that is made possible by technology, using mathematics, statistics, and computing. The current technological world has not stopped the creativity in marketing, though it has changed the way it is delivered and how it shows up in conversation between the brand and people.

This digital era, along with technological advancements have shifted the speed in which marketing campaigns are delivered, as well as affected the relevance and reach of the campaigns. Since marketing campaigns are delivered at a faster speed than ever before, the relevancy of the campaign and the message can also be increased and targeted to specific groups with relevant content. Also, since the reach of marketing has stretched because of the digital age, a message can be received through different relevant platforms.

All of this means that it is necessary that marketing departments remain technologically educated in order to create relevant content and campaigns. These changes in marketing departments have not only resulted in creatives becoming more informed about technology, but is also resulting in technically focused staff understanding the more creative aspect of the department.

This combination of the creative and technological side of marketing, is proving to be crucial to the success of a company’s marketing efforts, as it all works to provide relevant and precise marketing campaigns and conversations between the brand and the people.

 

Technology-Marketing

Just a few years ago, digital marketing was mostly being positioned as a branch belonging to marketing departments, however at Planned Growth, we are witnessing a shift, with technology becoming the focal point of these departments.

This shift is having major effects on the practice of marketing, as well as changing how corporations operate and rely on their marketing departments. Plus, as marketing departments continue to focus on digital efforts, the roles of the marketing executives have also been evolving. Similarly, in order for corporations to be a part of this new era of marketing, a lot of rethinking and restructuring has to happen within their marketing department.

Already, many companies have started to align themselves with more of a technology driven approach to marketing. Here, we look at some of the ways corporations are now transforming their marketing practices and how marketing departments are taking on an entirely new role in corporations.

An important component of marketing departments’ digital shift is the takeover of the end-to-end customer relationship. Today, marketing for a corporation is about marketing around the customer rather than focused on the individual channels, internal processes, and tools used.

Some of the other specific changes include, a shift of marketing roles and positions. It used to be that Vice Presidents of brand marketing, corporate marketing, and product marketing were the focus of marketing departments, however, within recent years these departments have started appointing at least one executive to be responsible to manage content, as far as development and distribution, and these executives are becoming a major focus in marketing departments across the board.

Along with content management, marketing departments are also starting to fulfill roles of marketing operations, meaning the responsibility of managing the balance between technology and data.

Another important component that is evident to the changing marketing field is the responsibility of listening to the customer’s feedback and being present to how to reach the customer, and what is relevant and important to the customer using online channels and data.

Presently, we at Planned Growth are seeing that companies who are focusing on their customer through technology, are the corporations that are most prepared for this powerful marketing shift. If you would like to learn more about how these shifts can connect you to your customers, contact Planned Growth.