I don’t know how old I was when my mother got her first stand mixer, but I remember it distinctly. My whole life my mom was always in the kitchen cooking and baking and on that day, thanks to a giant mixer that she had just received as a gift, she found herself able to accomplish the most labor-intensive part of the process with the push of a button and some casual oversight. She measured out ingredients for cookies and then flicked a button that allowed the machine to roar to life. It was loud, but moved elegantly unassisted, and she excitedly walked around freely while proclaiming, “Look at me, I’m baking!” With a glimmer in her eye, she strolled out of the kitchen and down the hall to the first-floor guest bedroom and shouted, “I’m all the way over here and it’s still mixing!” over its mechanical roar. I had never seen her happier in the kitchen.
Fast forward some years later and I also have many memories of my mother groaning and complaining that her clunky mixer was too heavy and didn’t mix fast enough for her liking. Had the mixer changed? Nope. But her expectations sure had! The commercials that interrupted the TV shows we watched touted newer models that could do more and do it faster with each new iteration. That knowledge raised her expectations of what she thought her mixer should be capable of doing (and she wasn’t shy about expressing it!).
This pattern is the same today. The thing we thought was amazing and revolutionary a few years ago now seems woefully outdated. Products and services are evolving in leaps and bounds, and our expectations are following suit. The result is that we’re getting more demanding than ever before.
And as our expectations continue to evolve, the ways in which brands reach us, communicate with us, and win us are changing too!
Fast forward some years later and I also have many memories of my mother groaning and complaining that her clunky mixer was too heavy and didn’t mix fast enough for her liking. Had the mixer changed? Nope. But her expectations sure had! The commercials that interrupted the TV shows we watched touted newer models that could do more and do it faster with each new iteration. That knowledge raised her expectations of what she thought her mixer should be capable of doing (and she wasn’t shy about expressing it!).
This pattern is the same today. The thing we thought was amazing and revolutionary a few years ago now seems woefully outdated. Products and services are evolving in leaps and bounds, and our expectations are following suit. The result is that we’re getting more demanding than ever before.
And as our expectations continue to evolve, the ways in which brands reach us, communicate with us, and win us are changing too!
Mounting consumer expectations are shaping digital marketing tactics and strategies. Is your business keeping up?
The New World of Digital Marketing
It’s not enough to simply have thorough online content about your offerings for your customers and the search engines anymore. You need to have the kind of content that creates value for your audience as well. You need to answer their questions, address their concerns and misconceptions, allay their fears, and build genuine trust. Your content must demonstrate that you’re committed to listening well and providing for their needs.
Practically, this looks like:
Serving Your Audience Better Online
Your audience no longer views your website as a place to get information, but a portal to be served. They want the information they’re looking for to be readily accessible and tailored to their specific needs and desires. They want to feel like they’re interacting with a person even when researching your offerings in solitude. They want to get the help they need without much effort required on their part. That’s a lot to ask of your content, but those are all jobs that your content can do!
Good content addresses a single buyer.
Good content is honest and straightforward instead of relying on buzz words and bombast.
Good content brings people in and keeps the conversation going.
Good content is the voice of your brand.
Remember, what seemed unattainable in the past has become today’s standard and will likely be tomorrow’s old news. Your content needs to keep pace with consumer expectations as they change and evolve. Contact us today to start a conversation about how we can create the kind of high-quality web-optimized content that will help your brand not only keep up but help lead the way!
The New World of Digital Marketing
It’s not enough to simply have thorough online content about your offerings for your customers and the search engines anymore. You need to have the kind of content that creates value for your audience as well. You need to answer their questions, address their concerns and misconceptions, allay their fears, and build genuine trust. Your content must demonstrate that you’re committed to listening well and providing for their needs.
Practically, this looks like:
- Putting out timely relevant content.
- Providing value before making the ask.
- Optimizing content well to increase search engine visibility.
- Having actively maintained and monitored social media accounts.
- Being authentic and transparent in all branded communications.
- Ensuring strategic alignment between all digital marketing components and activities.
Serving Your Audience Better Online
Your audience no longer views your website as a place to get information, but a portal to be served. They want the information they’re looking for to be readily accessible and tailored to their specific needs and desires. They want to feel like they’re interacting with a person even when researching your offerings in solitude. They want to get the help they need without much effort required on their part. That’s a lot to ask of your content, but those are all jobs that your content can do!
Good content addresses a single buyer.
Good content is honest and straightforward instead of relying on buzz words and bombast.
Good content brings people in and keeps the conversation going.
Good content is the voice of your brand.
Remember, what seemed unattainable in the past has become today’s standard and will likely be tomorrow’s old news. Your content needs to keep pace with consumer expectations as they change and evolve. Contact us today to start a conversation about how we can create the kind of high-quality web-optimized content that will help your brand not only keep up but help lead the way!
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