5. Fragmentation/Zig Zag. Search is still the king of online marketing, that’s why @tlanta inbound always makes sure our clients are fundamentally sound in search engine marketing first – they are found advantageously when a person searches either specifically for your business or for your type of business or for the goods or services your provide. However, more than ever, the “search” process has become “fragmented” as people wander around the Internet. They may find a business through an app, from a link on another website, from social media. Thus, sometimes searchers don’t find  a local business directly through a search engine, but rather through a journey, that, if mapped out, would look like a Zig Zag.

6. Content Shock. This term describes the experience of being overwhelmed with information thrust upon us by the Internet, whether that’s information in our email in-boxes or on web properties we visit. As a result, some regularly “unsubscribe” from newsletter or remove themselves from social media and online services. Businesses should be aware of this phenomenon and adjust approaches to online marketing accordingly. This is one reason reason search engine marketing remains king – marketing to the person who wants, and is actively seeking, your business information.

7. Conversational commerce. This is the term that describes immediate engagement with customers or prospective customers. This would include the use of texting or chat features on websites. If your business is one that can benefit by immediately answering questions upgrades in this area may be helpful.

8. Digital Exhaust.  All of us are Internet consumers in one form or another. Digital exhaust describes what we leave behind as we travel around the Internet. This includes data or information we intentionally leave on websites, but also more obscure “exhaust.” There’s our search behavior which is being cataloged and analyzed by both the search engines and the sites we visit. And then there are those cookies and beacons. These are actually bits of code that are “attached” to us as we navigate the web. We are followed. That’s how those ads follow us from site to site. THEY know a lot about us. Be warned.

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