1. Could TikTok Replace Google as a Search Engine?

Nearly 40% of young people use TikTok and Instagram as their first stop for searching. Does this mean TikTok could replace Google?

According to Moz, TikTok is taking market share from Google in the areas of food, gardening, and travel. Users can scroll through content that answers their queries on TikTok without having to open multiple tabs or return to a search results page, and this may be a reason young people prefer social media to Google. Social proof abounds on TikTok! Likes, views, and comments are visible for anyone to see, another reason young people use it for searches related to food and travel.

For marketers in certain industries, TikTok may be the perfect platform to reach your target audience through short-form video.

3. B2B Marketing Will Champion B2C in the Next 100 Years

In the last 100 years, marketers were tasked with making vacuum cleaners popular, making a washing machine seem simple, and making car insurance funny. The growth of B2C companies during the last century can be attributed to marketers. According to a recent opinion piece from Marketing Week, the next 100 years are going to be all about B2B brands. 72% of businesses in the United States are B2B companies, with B2B sales over 9 trillion each year.

The fastest growing companies don’t sell consumer products, they sell workflow management solutions and cyber-security software. Engineers once needed marketers to make vacuum cleaners popular, now they need marketers to make robotic process automation popular – along with thousands of other B2B products and services in the market.

5. Consumers Rarely Buy From Brands That Don't Respond to Reviews

According to Crazy Egg, 57% of consumers say they are unlikely to buy from a brand that doesn’t respond to reviews. However, responding to reviews takes time and resources, and negative reviews are difficult to navigate! Where should businesses start?



• Monitor multiple channels. A user can leave reviews in multiple places.
  
• When responding, acknowledge the problem and make your response specific to the reviewers issue. Show that you care. This is important to win over the upset customer and to show potential customers that you take care of problems. Fix the issue with action. Tell the customer how you fixed the problem.
  
• Be organized in your approach. A canned response will seem insincere, but having an outline for answers will ensure you won’t miss any part of a great response. A good outline includes an apology, an acknowledgement of the problem, thanking the customer, offering a workaround where possible, and/ or managing a handoff to the right team.

People are more likely to leave a negative review after a bad experience than a positive review after a good experience, so it’s important to generate positive reviews by asking your customers for feedback.

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