Marketers, can you believe it’s December already? It seems like we were just putting the finishing touches on our advice for marketers preparing for 2015, and here we are writing about the year in review. Time flies—but the year’s lessons stay relevant. So let’s take a look back. What were some of the top marketing lessons learned in 2015?
By now, your organization ought to be mobile-first. There just shouldn’t be any question. With 48% of email opens happening on mobile devices, it’s clear that your email marketing needs to be mobile-optimized. As for your website? If you were paying attention this year, you heard plenty about Mobilegeddon. Listen: your audience wants web design and content delivery that works well on mobile, and Google’s search algorithm wants the same thing. For your marketing to succeed in 2016, it needs to be mobile-focused.
Marketing-sales alignment improves the customer experience, internal operations and the bottom line. Your organization needs to commit to working for continuous improvement in your marketing-sales alignment, but how? Revisit our posts from June of this year for more ideas, including on the following topics:
For B2B marketers, each customer may be costly to acquire, but every solid relationship you build pays off in the long term. By turning customers into brand advocates, you can increase the value of each customer relationship, and defray the cost of marketing to new leads. Moreover, happy customers are better for your organization’s reputation than just about anything else.
In 2015, we covered three times to instill brand advocacy in your customers, and how to make customer experience central to your marketing. What changes will your organization make in 2016 to improve the rate at which your customers become strong brand advocates?
In 2015, business purpose became more important than ever. Organizations driven by values and social responsibility came to the forefront. Social commitment has been tied to more effective recruitment and even a better bottom line. Ultimately, it’s just the right thing to do.
Once your organization has committed to shared values, your marketing department needs to plan how best to spread the word. In 2016, look back at what you learned about measuring and sharing organizational purpose, and let the world know about what your work is doing to better the world.
Want to discuss how your own marketing results in 2015 can inform your efforts in the coming year? Contact us. We’re always happy to talk about ways to improve marketing performance.
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