A commonplace adjective that mysteriously captures the essence of digital marketing industry in 2015 is volatile. Marketers have realised that analysing and adapting to a volatile industry demands intuition, intelligence and undoubtedly loads of relevant information – information on what was, what is and what possibly will be.
With dynamism at its crux, 2015 highlighted emerging trends like real-time marketing and responsive web design. Let’s take a peek at the four revolutionary digital marketing trends that made a mark this year.
1. Content Matters
Consider the following research published:
- Demand Metric asserted that content marketing costs 62% less when compared to traditional marketing while creating approximately three times as many leads as the latter.
- CEB Leadership Council revealed that businesses giving first priority to emotional marketing content over promotional marketing were twice as successful at selling their products and services.
- According to Percussion, enterprises which employed content-rich marketing strategies had 6 to 7 times higher conversion rates when compared to their competitors.
In 2015, content was king only if the customer was happy with it, and was willing to share it with his/her network. Today, content marketing is no longer just a strategy, but an art of communicating invaluable information (via social, visual, mobile and SEO content) to eventually win the target market’s trust and loyalty.
2. Personalised Marketing
This year, big data became an accessible solution for all businesses irrespective of their sizes, giving marketers access to behavioural, demographic and transactional information on their customers. The earlier trend has been to treat people merely as data points and the focus of alldata was mainly on actual customers. In 2015, the focus shifted to treating people like people rather than data points. With Facebook analytics like Audience Insights, an enterprise can now get information on potential customers on an individual level..
Digital marketers are now making use of individual data to employ personalised marketing strategies to attract customers.
3. Intuitive Experience
The world of digital marketing won’t be complete without mentioning responsive web design (RWD). Smartphone penetration is no big news. A 2012 study by comScore revealed that four out of five smartphone owners access retail content from their devices. Almost half (46%) of the people reported problems viewing a non-responsive site and 44% felt that navigation on smaller devices were difficult.The importance of a mobile friendly site should not be undermined, and rather than creating a separate mobile site that requires separate design, development and SEO; you would be better off switchingyour website to a responsive web design.
Moreover, with Google recommending RWD because it eradicates the need for more than one URL, marketers have improved their brand visibility with search engines. The icing on the cake? As a marketer, you willno longer need to manage separate yet redundant content for desktop and mobile counterparts of your enterprise website.
4. Real-time Marketing
Real-time marketing entails constant customer engagement based on real-time data on customer behaviour. RTM takes into account a customer’s website interactions, their data changes and even external news and updatesthat are happening at that moment in order to leverage on current consumers’ behaviours. Real-time marketing based on up to date events have also become more effective with all improvements in social media as businesses can now easily gather relevant information on their target audience and quickly convert that information into a marketing message to be shared.
To sum it up
Though these are trends that have made their mark in 2015, they are not the only ones. Additional trends that have shown great promise include digital marketing hubs, multi-channel attribution, advocacy marketing and employee branding. What’s important to note on the key feature that differentiates marketing in 2015 is that it has become a flexible strategy that is focused on current information and immediate feedback to reflect the current tastes and needs of the ever-changing market. Whether your strategy is old school, contemporary or futuristic, one trend remains timeless –mindless imitation is out, integrated, flexible and relevant marketing is in!