The way we develop and implement marketing strategies is rapidly changing; marketers and brands alike are all aware of the impending domination of digital driving us to take to social media, online advertising and a more mobile-centric approach to consumer engagement. With online companies such as Google and Facebook massively shaping the way businesses communicate and promote their products and services, we’re all feeling the pressure to stay up to date with the latest marketing trends and stay afloat amongst the flood of online competition.
But, ensuring that you’re meeting the needs of your digital market doesn’t have to cost the world or take an army of marketers to achieve. By making a few changes to your marketing campaign, looking to the predicted trends for the online market, you’ll be able to benefit from increased online presence, brand awareness and traffic to your website. Here are some of the ways marketing will change this year and what we expect brands to be doing to fully engage online:
How you can adapt to the latest online marketing trends
What’s new for SEO?
According to Search Engine Land, 70-80% of users ignore paid ads in the search engine results pages (SERPS), and only focus on the organic result. This means that building your organic visibility by focusing on properly optimising your brand’s content should be a key priority – here’s what you can do:
Mobile is a must: It’s predicted that mobile-optimisation will become more important than desktop optimisation. Ensuring that your website is responsive to mobile and tablet devices, will therefore be a strong factor influencing your online visibility and rankings in the SERPS. User experience for mobile users is a must; statistics show that 57% of mobile users will abandon your website if it takes more than 3 seconds to load on their device.
Additionally, the future is seemingly geared towards the mobile app; apps are becoming increasingly popular with the rise of wearable technology and the ease of usage. As it’s already been reported that users spend 90% of mobile usage on apps, Google will be indexing apps in a much similar way to how it indexes traditional websites. How can you cater for this growing market?
Social media gains more power: It looks like your social media content will become as or even more valuable than content from your independent website pages. Social content is becoming more readily indexed, which means that your communications must be consistent, relevant and targeted across the social sites your target audience interact with. Last year:
- Instagram is now bigger than Twitter
- Snapchat is growing at a rate of 56% each year
- Tumblr signs up an average of 120,000 users a day
If your marketing strategy isn’t geared towards providing a comprehensive social experience of your brand, you’ll be missing out to competitors.
Social is a discovery engine
Facebook has already overtaken Google for news traffic and will look to officially release its ‘Instant Articles’ feature this year. This will give users the opportunity to view brands’ content – articles and blogs – without having to leave the platform. Combined with the introduction of the ‘Buy’ button for Facebook as well as Twitter, marketers must look to take advantage of the increasing power of social media sites early on.
The video boom
Google is experimenting with in-SERP video advertising, in a bid to compete with Facebook and Bing who have started to offer video options for advertisers. Video will become an extremely important marketing device this year and beyond; in fact, it’s predicted that video will account for 69% of consumer internet traffic by 2017. Did you know that currently 400 hours of video are uploaded to YouTube every minute? Make sure you benefit this year by tapping into the video boom.
Get into graphics: Along with the increasing visual appeal of online communications through video, shareable graphics will take preference for consumers digesting content. The trend for websites is becoming decidedly minimalistic, with clean, clear and easy to read written content. To grab your audience’s attention, you’ll need to develop or share more images to match the content created, which clearly relates to your brand and your brand message.
How will content marketing be affected?
HubSpot found that in 2015, companies who blog received 97% more links to their website and B2B marketers that use blogs received 67% more leads than those who didn’t.
Blogs have been rated as the 5th most trusted source for accurate online information, so it’s no surprise that for the online future, creating quality blog content built around the consumer will be the priority. This needs to be strategically integrated with all the other marketing channels. As well as sharing blog content through social media, you’ll need to integrate it into email communications, influencer relations, media relations, content sponsorships and social advertising.
Engaging content matters: A central focus for online marketing will be on providing engaging, helpful content. Header and pop-up advertisements will begin to decline on web pages, particularly on mobile devices. This means that the content you provide on a page needs to be of a high quality to engage audiences’ interest and secure further interaction with your brand. The emphasis will be on creating an engaging headline that stirs curiosity and content that entices action. From there, you could include links within the content to a more ad-heavy page. By delivering quality content, you’ll ensure that your audience will click through and that responses to advertisements will be willingly made.
To find out more about creating an engaging online marketing campaign or for help with building your marketing strategy, please email us at firstname.lastname@example.org or call 0121 308 0219 to speak to a member of our team.
It’s happened. Google has lately confirmed that ‘more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan’. It appears that the relative volumes of desktop and mobile internet use are shifting, as more people begin to connect online ‘on the go’, and are adapting to the explosive real-time culture made more accessible through mobile devices. For businesses this revelation signals the pressing need to consider the benefits of targeting an increasing mobile audience, and especially take advantage of Google’s recent mobile-friendly algorithm update.
Consumers are increasingly shifting to using their mobile devices for purchases. Predictions expect that the market share for smart devices for both 3G and 4G, will grow by as much as 127% by 2019. Advancements in technology also mean that handset prices are also decreasing, driving more people to use their mobile devices as the primary method for engaging with the online world.
Plus, with consumers generating more data than ever before through mobile devices, now is the right time to use the data analytics to improve attribution (the measurement of user events such as click-throughs, app installs and launches, or in-app purchases), and create a better overall user experience.
The Challenges of Mobile Marketing
The recent boost and predicted increase in user data generated from mobile devices, is an exciting new potential resource for marketers, however one which does present some challenges. In its early stages it’s still difficult to measure the success of mobile marketing campaigns, and there are additional issues regarding data accuracy. This could prevent businesses engaging with mobile marketing from reaching their target audience with the appropriate message.
Effective mining of mobile data will involve relying less on cookie-based technology and getting access to more offline data. Marketers will therefore need to move towards the real-time insights of their users, which as a new development, cannot currently be provided by many third-party data companies.
To move away from cookies, mobile technology uses ‘identifiers’ for data based user measurement strategies. As the most prominent operating systems, iOS and Android have made some headway in making their identifiers user friendly and privacy compliant. It’s been stated that identifiers are more persistent than cookies, so further developments in mobile technology will enable a more strategic and long-term data audience measurement.
Businesses aim to target specific audience groups or target consumers through points of interest, however currently only location technology is a proven method to create mobile campaign attribution.
According to a study by xAd in May this year, 8 in 10 marketers worldwide use location targeting for mobile advertising. Mining mobile data in this way can provide valuable customer insight; for store based brands for example, mobile location data can help determine who’s visiting its stores and what places they visit outside of the store, such as the workplace or a university. However, marketers will need to approach the challenge of reaching the right audience within the targeted location.
Mobile for the Future
- As online advertising and video promotion continues to increase alongside the growth of the Internet of Things, mobile location targeted ad spend is expected to rise. It’s important to be able to stand out amongst the surge in these advertising strategies, with personalised and audience specific, experience focused offerings.
- Although location technology is a valuable tool, it is the developments in real-time insights which will really enhance the measurement of mobile campaign attribution.
- Mobile devices are already becoming slimmer and smaller, and smaller future screens will be orientated around increased functionality and user experience. In this case, design will be a key aspect for ensuring mobile websites and advertisements and campaigns, are fully optimal.
If you’re looking to immerse your business in this growing market and integrate mobile marketing with your existing strategies, the SEO it Right team are happy to offer advice. Contact us today on 0121 308 0219 to find out more.