The latest trends in digital marketing
It’s no secret that the field of digital marketing is evolving at a rapid pace.
If you aren’t keeping up with the latest trends, it’s likely that you're falling behind and thus damaging the exposure of your brand.
Digital marketing is here to stay, and 80% of companies are planning to increase their digital marketing budgets over the next year. Interestingly, the top skills that companies are recruiting for include: digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%). This corresponds directly to the top trends in digital marketing today.
Content is still king
Most SEO marketers can remember the time when churning out poorly written, mediocre content packed with the right keywords was enough to dramatically boost your site’s visibility. Fortunately, this is no longer the case. Nowadays, companies are realising that they need to commit to a dedicated content strategy if they want to gain exposure and build a solid audience for their brand. Regularly uploaded, high quality content is essential for building a strong reputation online and Google are able to determine how good your content is based on a number of metrics which relate to engagement. You can’t cheat the search engines anymore, so it’s time to start producing content that makes an impact!
The world’s volume of digital content is increasing by 200% annually. As a consequence of this, many companies are now choosing to integrate video content as part of their marketing strategy in order to get their message heard. In the age of mass information, human attention spans are shorter than ever, thus visual content, particularly video, is the best way to keep people engaged for longer. Engagement statistics back this up, as posts with videos receive 300% more inbound links than traditional text-based content. Out of the different types of videos available, animated explainer videos are particularly popular. Not only are they visually compelling, but the medium enables entire projects to be easily outsourced.
The rise of mobile
According to a recent study, the internet is now accessed from mobile devices more than from desktops! In the US alone, smartphone and tablets account for 60% of the total time spent using digital media. With this huge paradigm shift in the way that the internet is accessed, marketing needs to evolve accordingly. In particular, mobile search and site optimisation for mobiles are extremely important areas for marketers to consider in 2015.
Thanks to the availability of big data, microtargeting can be used to determine the interests and preferences of a particular demographic - including the particular channels that are effective for marketing to them. In the past, people relate the term microtargeting with political campaigns, but as of 2015, microtargeting is now big business in digital marketing. Facebook advertising is one popular example - the platform allows companies to utilise vast amounts of data in order to market to the demographics which best fit their products or services.
With the recent release of the Apple Watch, it’s expected that other companies will follow in Apple’s footsteps and release a variety of wearable devices which may revolutionise the field of digital marketing. For marketers, this entails modifying their message to a plethora of entirely different formats in order to resonate with the customer. With location-based data available, this may represent an entirely new avenue for local businesses to market to individuals, offering products and services which will benefit the user in the present moment.
Top photo by mkhmarketing