5 Marketing Trends to Completely Ignore This Year
What’s the problem with these so-called “trends” that crop up in the digital marketing space each year?
A few things: being on-trend doesn’t guarantee long-term success, buzz doesn’t always equal sales, and focusing too much on trends can keep you from putting your budget and energy where it really matters.
That’s not to say there aren’t good articles on marketing trends out there. That’s not to say there aren’t completely valid and effective marketing trends that you should stay in the know about.
What we’re saying is this: a constant struggle to stay trendy in the marketing space could cloud your judgment and keep you constantly chasing after that newest, shiniest thing, when really long-term focus on the basics is what’ll get you the strongest and steadiest results.
Here are 5 trends to steer clear of this year, either because they’re all based on empty hype or because there are more important things to worry about first.
1. A Ruthless Slew of Pop-Ups
Oh, and do you mind if we send you notifications? Even though this is the first time you’ve ever laid eyes on our site and you’ve only been here for .2 seconds and you don’t even know who we are yet?
Stuff like this—pop ups and requests to allow browser notifications—is downright invasive. They can be done right—that’s true. But most of the time, they aren’t.
What’s worse, lazy and disingenuous attempts to connect like these often only leads to companies inadvertently distancing themselves from potential customers. In the dating world, tactics like these might even be called desperate.
Some people even claim that popups are the doorway straight to hell.
I’m not saying you should never use popups, but first, consider the buyer’s journey. What reason do they have to sign up for your this thing! or that! or any kind of lasting personal contact with you before they’ve even spent a minute on your website? None. Just none.
As far as trying to build meaningful and symbiotic relationships online goes, it’s a shot in the dark. You might get lucky and get another newsletter sign up, sure—but is it really a potential customer that wants to form a relationship? Or is it just someone who gave you a junk email address? Are you wasting each other’s time?
What to do instead: Earn their trust first. Give them a reason to initiate a relationship and they will. Make it easy for them to sign up, sure—but you don’t have to be in-your-face about it. Take a subtle approach and if you choose to do one, select an exit intent form that comes up when they are leaving the page. This way you are not interrupting any aspect of their browsing experience and for heavens sake, don’t insert a popup on a mobile phone!
Use content marketing and prove your value to your visitors. Then—I promise you—they won’t mind scrolling to the bottom of the page or using the sidebar to enter their emails in a sign up box that isn’t a flashy and bothersome pop up.
2. Keywords! Meta! Go to the full article.