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September 2019

Become Anything but Meek with This Trend Report

Insights for the Fall from Mary Meeker’s 2019 Internet Trends Report

The summer is a peak season for digital and internet specialists. While we don’t normally associate these warm months and hot sunny days with the technology industry, there is an almost overwhelming amount of conferences, conventions, and information releases that take place. Fortunately, we can spend the beautiful summer days to sift through all of these details for application and practice during the remainder of the year.

One of the biggest names in the world of internet technology is that of venture capitalist, Mary Meeker. She is most known for her annual ‘Internet Trends Report’. Based on its reliable track record in anticipating trends in marketing, stocks, purchasing, and internet usage, It is released every summer.

For those of you who don’t use Meeker’s name on a daily basis, we’ll give you a quick rundown on the “Queen of the Internet”.

Who Is Mary Meeker?

There isn’t a shortlist of Mary Meeker’s career highlights because, arguably, every step of her career has generously impacted the industry. Some of her foremost achievements are:

  • 1981 DePauw University B.S.
  • 1986 Cornell University M.B.A.
  • Merrill Lynch stockbroker
  • Morgan Stanley analyst
  • Annual ‘Internet Trends Report’ beginning in 1995
  • Lead Management Team for Google IPO in 2004
  • Kleiner Perkins Caufield & Byers partner from 2010-2018
  • Executive Board member for Docusign, Square Inc., and Lending Club
  • Released ‘USA Inc.’ government business analysis in 2011
  • Founder and partner of venture capitalist firm, Bond Capital, since 2018

In her Internet Trends Reports, Meeker has also supported the now-proven success of the following stocks: Dell, Microsoft, Intuit, Netscape, AOL, Amazon, Yahoo, eBay, and Google.

2019 Trend Breakdown

While much of Meeker’s analysis is centered around statistics and information, she does release her own educated assumptions and predictions based on the hard facts she gathers. Fortunately, for us, this leaves us with information that can track what will be best for you, your consumers, and your partners.

Based on her research, these are six of the biggest trends within the realm of digital marketing:

  1. 51% of the world was active on the internet in 2018
  2. One-quarter of adults were “almost constantly online”
  3. Images are driving online communications; over half of Twitter impressions involve images
  4. Internet ad spending increased by 22% in 2018
  5. American digital media usage increased 7%, an average of 6.3 hours per day
  6. Advertising is an increasingly expertised area due to a rise in industry regulation

Application within the Industry

With these key insights from Meeker’s 2019 report, the industry cannot only address the needs of the consumers but also improve the market for your business. Understanding user outreach, engagement, and retention to adapt current practices will boost your business’s success and longevity.

New precedents have been set based on the statistics mentioned. Look into the best ways to integrate this information into your strategy, whether that’s through high-quality photos, targeted videos, intentional branding, or another aspect of digital marketing. Operating with the trend application in mind will not only improve profits but can also provide heightened accessibility measures for new and existing market segments.

As Meeker addressed, the marketing industry is becoming more specialized and expert-oriented. Don’t settle for ‘good enough’ when there are digital marketing experts out there with the knowledge and know-how to get you in front of the right audience.

How to Differentiate Yourself from Competitors

A cluster of Lightbulbs, one being lit to be different

“Risk more than others think is safe. Dream more than others think is practical.”
— Howard Schultz, CEO of Starbucks

A business is built on an idea. This idea is what drives our risk. Stand out from the rest, don’t be afraid.

Be Different

The way your business is portrayed to the public relative to your competitors is a constant battle for any small business. Most people expect to gain traction right away, some businesses are even making ditch efforts to go “viral” with any sort of content they have. In the marketing world, not only do marketing agencies have to market for their clients, but they also must be consistent marketing themselves. Here are some tips on how marketing businesses differentiate themselves from the rest:

1. Don’t be too Broad

One way to stand out from the rest is to be an expert in one area. You may find that this one area is what is lacking across the board for other marketing companies. It’s better to be excellent at one thing, than mediocre at everything. If your business can pump out some high-quality results, then you can build a loyal client base on one factor, and then you can offer more features down the road.

2. Read the Reviews

It’s easy to put up the curtain and focus on what only you think is best for your business. However, there are many other people out there who have their opinions and are not afraid to share them. Especially in social media marketing, it is important to make a connection with your audience and clients. Building this relationship maintains your reputation and shows that you care what others think. If you can find your strengths and weaknesses through the use of reviews and client feedback, then you are on the right track for finding your area of strength.

3. Stir the Pot

As the quote mentions, risk more than others think is safe. This tip takes some more courage and willpower to stand above others. Being different in a controversial way has been a tactic used by a lot of companies such as Gillette. With their recent ad they may have lost out on some customers, but they built loyalty with others that share the same values they do. Sometimes digging into the heart of your business’s values will spark controversy, but in the end, it will reassure you that your business is making noise above the rest.

4. Emphasize Uniqueness

Try emphasizing your companies’ value through unique offers or catchphrases. Sometimes this can be environmentally friendly initiatives, high-quality equipment, or special offers. Whatever your marketing business does to stand out from the rest is a great focus to push. When you push this uniqueness people will begin to catch on to your repetition. This can prove to be a great way to differentiate yourself from other marketing agencies. If you offer something, no matter how small, that your competitors don’t, then customers are driven to engage with your business more.

The Sea of Marketing

The word “marketing” is a very broad term alone, so it can be just as hard to be a unique marketing agency. Boise marketing agencies are gaining more traction due substantial population growth, but they are also facing challenges differentiating themselves from each other. If you think it’s hard for a marketing agency in Boise Idaho, imagine how it is in larger cities. Hopefully, you’ve gained some inspiration or motivation to stand out from the crowd in this flooded market. Market your values, your beliefs, and build a business that attracts that type of audience.