The key to a successful business lies in having a strong presence in the virtual world. The dynamic nature of digital marketing can seem a bit daunting, but read on to tap into the current trends in the industry and to use it to your advantage.
Content driven marketing
Over the next year, content marketing is said to be more popular, which means that there is going to be a shift from conventional marketing techniques. The emphasis is likely to be on creating fresh content of superior quality – via user stories, video testimonials, and webinars. It is certainly time to also dive into social. Research from Hubspot says that social media has a 100% higher lead-to-close rate than outbound marketing.
There are several platforms or software apps that allow you to customise your content for your audience. Big data has already begun to revolutionize marketing with over 70% of content having been created over the last two years. Now you will have access to any cusstomer based on what they do over the internet. This is a more targeted approach and will yield better results.
User generated marketing
Your users control the way the conversation about your brand flows, so let them advocate your brand on your behalf. Create moments that can be Instagrammed, Snapchatted, Facebooked or more – letting the users tell their own story. There has been a 78% increase in User Generated Content (UGC) this year – a concept that was practically unheard of last year.
According to Google, this is the year that mobile traffic has overtaken desktop traffic in 10 countries across the world, which means mobile is the way of the future. Additionally, they have introduced an algorithm with the sole intention of weeding out sites that are not optimized for mobile use. It is anticipated that sites that focus only on desktop optimization will see a decrease in traffic over the next year.
Anyone that has spent time on YouTube can testify to the efficacy of video ads. Other social platforms like Facebook, Twitter, Instagram or Bing also offer video ad space for advertisers as well. What is more important is Google supports video ads – and since Google owns YouTube, there are countless possibilities.
More people are using services like Apple driven – Siri or Windows driven Crotana than conventional search engines. Build your information in such a way that it is accessible to this new format and you will get an edge in pushing your business. While conventional methods like Search Engine Optimization and Pay Per Click still hold true – these new trends are the way of the future with over 2 billion smartphones estimated to make its way into the market worldwide in 2016.
Whatever else you may invest in, the power of social media cannot be discounted. By finding ways to make your brand more interactive and being open in your communication, you allow your customers to see the lighter side of your company. This makes your brand more approachable and will go a long way in creating a lasting impression.