47 percent of consumers expect a web page to load in two seconds or less
40 percent of consumers will wait no more than three seconds for a web page to render before abandoning the site.
52 percent of online shoppers stated that quick page loading is important to their site loyalty
14 percent will begin shopping at another site, and 23 percent will stop shopping or walk away from their computer.
79 percent of online shoppers who experience a dissatisfying visit are less likely to buy from that site again5
According to Google's own reports, 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service6
Think about it logically - a slow website means less conversions.
Less conversions means less sales and less $$$.
If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year.7
2. You need to think "mobile first"
Responsive design has been around for a while but you want to go further.
Think about optimizing the user experience for mobile devices first.
Aside from it being good design practice, this is something Google is prioritizing with initiatives like their Accelerated Mobile Pages (AMP) framework and their January 2017 "annoying popups" penalty.8
If the difference between responsive and mobile-first seems confusing to you, here's another way to look at it.
In responsive design, the mobile user experience is an afterthought and just a feature built into your website.
In mobile-first, the mobile user experience IS the design.
3. From creative-driven marketing to data-driven and back again
Since analytics tools have become ubiquitous in online marketing and pretty much everything can be measured for ROI, there has been a gradual shift in focus to performance marketing to the detriment of other forms.
It's an easy sell, to be honest - marketing based on science and not guess-work.
Have you heard that saying?
In marketing, 50% of your budget is wasted. The only problem is, you don't know which 50%.
C-level execs and the accounting department like everything in black and white, by the numbers.
And if you're an agency, clients would love to know for every X dollars spent they'll get Y back.
However, when marketers concentrate too much on optimization, they overlook creative considerations and ideas that can have serious returns.9
Like when the co-founder of menswear startup Ministry of Supply, Gihan Amarasiriwardena, ran a half-marathon in a suit10,13
In a recent podcast, world-renowned marketer Neil Patel admitted one of his biggest marketing failures was neglecting branding and over-relying on data-driven marketing.11
Marketers like Gary Vaynerchuk understand the importance of branding and storytelling.
So when you ask me about the ROI of social media, I ask you, what's the ROI of your mother?
- Gary Vaynerchuk12
However, as marketing technology becomes more sophisticated, a happy medium has emerged.
Enter Data-driven creative, also known as programmatic creative.
This uses customer data to deliver personalized advertising that is relevant and contextual.
4. Marketing happens in real time
You don't have to buy space in a newspaper or time on a billboard and literally pray your 5- or 6-figure investment is seen by enough of your target audience to generates enough sales to make it profitable.
78% of B2B marketers say they have a content strategy in place, of which 37% have it documented.
70% expect to produce more content in 2017 than they did last year.
39% plan to increase their content marketing budget in 2017, 45% plan to maintain it at the same levels.
84% pay to promote their content on social media channels.15
Now, there's this misconception that "content" is only blog posts, or podcasts, or video.
Really, content is anything you create that provides value to your audience and is consumed by them.
You know what this is?
It's one of the greatest examples of content marketing in history.
Over the course of 7 years after it's debut, the G.I. Joe comic book grew its market share over 300%, from 1 in 5 to 2 in 3 boys aged between 5 and 12 years old.
6. Context Marketing
You need to deliver the right content at the right time at the right place.
It is your content that helps influence a buyer's decision.
And this content needs to be aligned to the buyers' journey to make it most engaging, relevant and compelling.16
The type of content you produce, and when and where you present it to the buyer, will depend on the medium and the user's intent.
7. Social media and search engines evolve for business
The end-game of all social media platforms and search engines is Advertising.
That's how they make their money.
Given that Facebook can collect 98 personal data points about you,17 and Google collect around 200 that we know of,18 it's safe to say search engines and social media channels are an online mall open 24/7.
83% of B2B marketers create content for social media (see B2B Content Marketing 2017.)
73% of people say they use Facebook for professional purposes.19