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Moz just came out with a list of 2014 Inbound Marketing Trends and, in short, those trends are:

  • SEO is getting more money thrown at marketing automation
  • Content is still king so you need to create a content strategy
  • Social networks are only useful if your target market uses them
  • Mobile marketing needs to be responsive
  • Local mobile searches convert to engagement 88% of the time
  • Email marketing keeps on providing great value for low cost

It’s good to know what everybody else is doing, but just knowing the current trends is not enough. The best thing to do with a trend is use it.

Using a trend takes more analysis, and that’s more work.¬†If all you do is jump on the bandwagon with everybody else, you are reacting instead of responding to the possibilities. Trend analysis is part of the competitive intelligence package because it is figuring out what everybody else is doing.

Using a trend takes that analysis and decides if your unique target market wants to be on that bandwagon. Maybe they do. Sometimes they don’t. You have to have a relationship with them and know them so you can predict accurately.

Using a trend takes a long-term perspective when strategizing. It isn’t enough that everybody else is doing it because you might not want to be where everybody else will be when the bandwagon breaks down. Those who are on the wagon in order to “be on trend” will be stuck because they are focused on that trendy bandwagon instead of where it was going.

If you are using the trend as a vehicle to reach your goals, it’s easy to jump off and keep going when it stops working for you.¬†

For more information about trend analysis and competitive intelligence, visit reciprocalconsulting.com/competitive-intelligence.php#5

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