By Ben Molfetta

The Times They Are A-Changin’. Bob Dylan’s famous song appropriately described the social upheaval of the 60s. It could also apply to what’s happening today with online marketing. The way we use the Internet for business development is rapidly changing – the pace of innovation is head-spinning!

Here are five developments you should be aware of if you want to leverage online market to its fullest potential:

1.    Google Changes the Rules – Again!
Google continues to make significant changes to its search algorithm.
Search Engine Optimization (SEO) technicians can no longer “game the system”. Google now favours businesses that are creating quality content and cultivating engaged communities.

2.    Content Marketing is More Crucial than Ever
Getting noticed, and establishing credibility online, requires a commitment to sharing your knowledge and expertise.
Valuable content has become the currency for online recognition and authority; you must become a content developing organization if you want to be successful online.

3.    The Characteristics of a Good Website
A prospective buyer’s first impression about your business is often based on your website. If your site is up-to-date, easy to navigate, tells your story well, and provides compelling and valuable content, you will likely get a chance to compete for the business.
Otherwise, your visitors will hit the back button and find a competitor who meets their expectations.

4.    Marketing Automation Technology is on the Rise
In a nutshell, marketing automation is technology that allows you to deliver the right content to the right audience at precisely the right time. Marketing automation moves you one step closer to one-to-one marketing.
Marketing automation systems are available for companies of all sizes; regardless of how big or small your budget.

5.    Going Mobile
According to a recent study, 63% of smart phone owners use them to go online. Therefore, your website must be mobile-friendly.
This means a “responsive design” or a dedicated mobile version of your site that performs well on a small screen. Otherwise, you could miss out on potential customers who land on your web site through their mobile devices.

Capitalizing on these developments is essential if you want to use online marketing to grow your business.

Ben Molfetta is the co-founder of Core Online Marketing. He helps small and mid-sized businesses grow by planning, implementing and executing winning online marketing strategies. Visit coreonlinemarketing.com or email Ben at ben@coreonlinemarketing.com.

About the Author

Mississauga Board of Trade