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Email marketing automation makes it possible to cultivate relationships with contacts over months and years. Plus, email marketing suites can use recent user behavior data to send more relevant messages. The EU’s General Data Protection Rule has raised the bar on privacy worldwide, as brands must adhere to its standards or face severe penalties. To the surprise of many marketers, however, a greater focus on privacy has reduced opt-out and raised open rates as users feel more confident about how data is used.

Good website design is essential on two levels: User experience and search engine optimization. User experience relates to the ways a website’s design makes it easier for users to complete tasks. Good website design creates a frictionless experience that allows people to find the information they want fast. The positive impact of website design on the user experience generates measurable metrics.

You will cede the opportunity to build organic, low-cost website traffic that can benefit you for years Even highly-placed B2B decision makers are now regularly using smartphones and tablets in product research. Finding out what’s effective for competitors and creating similar – but better – content can supercharge your SEO strategy relatively quickly. All content is written for someone, so it’s crucial to inform inbound marketing with well-designed buyer personas. Long-form content is generally understood as content that is 2,000 words or longer.

While it lacks the razzle-dazzle of B2C, there is a ready audience for well-crafted B2B content. At the same time, they will spend fewer hours online as public health efforts loosen travel restrictions, a process that must unfold before budgets grow. The Risks of Not Adapting to Change Companies that fail to align with marketing and technology trends are sure to leave opportunities on the table. Video content receives more engagement, including comments and shares, which raises its reach.