Marketing In The 21st Century
Published: October 7, 2018
When talking about “Marketing in the 21st Century”, we are mainly talking about the advancements of the digital age in terms of the World Wide Web (invented in 1989). It started with the basic computer “chip/card” readers and advanced to a global network of over 644 million websites. In its 29 years of existence, the world wide web (also known as the internet) has made leaps and bounds of growth for both businesses and consumers.
As of a 2018 study, it is estimated that 90% of internet users have made at least one purchase from the internet or have been influenced to make a purchase of a product or service. This dramatic increase of consumer buying has been influenced mainly by the search engines, of which Google owns 74% of worlds market share.
So, what does this mean for small businesses?
According to Google Research, in 2012 $7.8 billion was spent on online retail stores. In 2017, this statistic rose to $93.5 billion and in 2022 Google expects consumers to spend a massive $175 billion on internet purchases.
In the same study, 73% of consumers said they are willing to leave a poorly functioning or poorly designed website to go to a better looking, better functioning website to purchase products or services. It is clear from the results of this study that how a website looks and functions on both desktop and mobile devices directly influences how the customer feels about your brand. With that said, by not paying attention to your website, you could actually be missing 73% of the market!
So, what about small businesses who don’t have an eCommerce store?
3.5 billion searches are made on Google every single day, this amounts to just over 1.2 trillion searches every year. In a 2018 study, 89% of those surveyed said Google influences their online purchasing decisions. In a separate study, it is estimated that 86% of traffic will normally click on the top two links on the Google results page.
In 2018, 75% of consumers admit they judge a business solely on the look and functionality of their website. Websites are no longer just a “space on the internet”, if you don’t have a website, you simply do not exist in the market and if you do have a website that is poorly designed or poorly developed your online brand quality actually goes down!
So, what can you do today?
First, lets look at the facts…
- In 2016, more people used Google on a mobile device rather than a desktop. This is the first-time mobile searches outranked desktop.
- According to Google research, over a quarter of the world websites (160 billion) are not yet considered “mobile-friendly”. This means that if you were ranking high on Google with a non-mobile-friendly website before, chances are you are no longer achieving the same spots.
The first thing you can do is check to make sure your website is mobile-friendly. To check if your website is mobile-friendly follow these steps:
- Pull up your website up on a mobile phone (these steps should be replicated on a tablet as well).
- Does the website take longer than 3 seconds to load? This is a key sign of a non-mobile-friendly website!
- Look at the font, images, buttons and navigation bar. Do any of these look to small or too big? Do any of these run off of the page to left or right?
- Turn your phone horizontally, does the website adjust? Does the font, images, buttons and navigation adjust?
Failing these simple tests is a clear sign of a non-mobile-friendly website. Other factors also play into whether a website is mobile-friendly or not. Our team at White Whale Web Design would be happy to verify this for you as a complimentary service.
Let’s take it a step further…
Other than mobile-friendliness, Google ranks websites based on over 200 search engine optimization factors. In order to make sure a website is optimized for as many of these factors are possible, while delivering a quality user experience, we turn to Strategic Marketing.
Strategic Marketing, unlike a creative agency, combines the web-design aspect of website development with the power of mass data. Mass data is hundreds of thousands of lines and data points that make up how websites interact with each other, with search engines and with the end consumer. By building a website based on industry data and trends, we are able to build websites that are strategically in tune with human psychology.
Subconsciously we interact with websites in different industries, well differently. By building websites based on marketing psychology and not just design, we can actually build a website the interacts with the consumer on a subconscious level. Thus, increasing the chances of the consumer converting on that website. Cool, right!?
Strategic websites are not built with any secret ingredients; however, they do follow these broad rules:
- Website must to be customized with no templates as in WordPress or Wix premade templates.
- Unless on a private server that can provide a fast upload time, we do not build on a Content Management System (CMS) unless it’s an eCommerce website which can provide greater benefits to the end consumer.
- Search Engine Optimization should not be an after-thought, it should be built right into the code. This includes: speed, compressibility, functionality, keywords and security.
Businesses small and large have never had access to more online marketing resources than in the 21st century. With the ability to market to millions of people every single day, all over the world, a business’s chances of success are growing by the day.
Marketing in the 21st century has never been so easy to learn, yet so difficult to maneuver through for inexperienced marketers. That’s why your team at White Whale Web Design is here to support you and your strategic marketing needs.