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Take Your Marketing Online! by Sarah Warlick, Kelly Lucas, Bonnie Buol Ruszczyk

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CHAPTER 10

The Future Is Now: There’s No Looking Back

So here we are. We’ve discussed SEO and social media, blogging and content, your website, and your reputation as a thought leader. You’ve seen the evolution of accounting marketing from its very first forays into the vibrant, dynamic world of online opportunity that exists today. What more is there?

The answer is that we don’t know. No one does, but we do know that change will be constant and rapid. Part of what’s different today from the early post-Bates years is the sheer speed with which the marketing climate shifts and blossoms. New social media platforms are a certainty, and it’s more than likely that brand new ways of communicating will burst upon the scene in the years to come. When you began your career, would you have imagined tweeting—on your smartphone, no less—as a way of sharing your professional insights and communicating with clients? If so, you should become a soothsayer because nobody else saw it coming, just like so many of the channels available to us today.

The trendlines point to future opportunities for communicating directly with a more and more precisely targeted audience. It will almost certainly become even easier to gather granular data about individuals and businesses that would be an ideal match for your services. Social media platforms will rise and fall, and various apps, formats, and other online meeting spaces will come to dominate the public consciousness in their own rhythms. These elements ...

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