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A Marketing World in Flux
Understanding current and future online marketing trends is essential to staying competitive. Although the year is bound to bring some surprises, courtesy of Google algorithm changes, past marketing trends are likely to continue to grow in 2014.
1. Must-Have Mobile Content
According to Super Monitoring, 91 percent of all people on the planet now have a mobile phone. Half of those own a smartphone. Mobile devices are increasingly becoming the preferred way for individuals to access the Internet. If you’re a global enterprise, remember that there are geographic pockets where broadband isn’t available and mobile may be the only reliable or viable option. There is also a growing segment of consumers who choose to use mobile technology exclusively. They’ve ditched cumbersome laptops for touch-pad tablets and smartphones.
So, what’s the lesson here? Failure to craft mobile-friendly messaging, apps, and functionality in your marketing campaigns can result in missing up to half of your target audience. Google studies have confirmed that even if your audience uses a traditional desktop or laptop, searches for a buying decision can occur over multiple devices. One of the major online marketing trends for 2014 is mobile-friendly (aka mobile-responsive) websites.
2. Social Signals Increase in Importance Among Online Marketing Trends
Social media is a growing marketing tool for businesses. Your Facebook, Twitter, or LinkedIn page add to your ability to create organic inbound links to your site. As one of the three pillars of search engine optimization, social media can make or break the performance of your website. Active social media accounts let you create a positive, engaging brand image with your buying audience. And your website is the center of the activity, showcasing content that converts visitors into prospects.
3. Content will Continue to Rule
No matter what happens with online marketing trends, content continues to reign in importance. From social media and blog posts to product descriptions and website landing pages, content sets the stage for solid SEO, an authoritative brand, and a trusting customer.
It’s not enough to throw out a stellar webpage and call it a day. You’re competing for attention on an ever-growing canvas. According to MarketingProfs, there were 246 million domain name registrations in 2012. The only way to get your piece of the online marketing pie is to continuously provide quality, engaging content that offers value to your customer. Educate or entertain via multiple channels, including YouTube videos, newsletters, blog posts, case studies and white papers, and articles submitted to other reputable sites. Content continues to trump many other online marketing trends. Therefore it’s important to dedicate internal resources to create fresh, relevant content or get some help by outsourcing it.
4. Simple Messaging with Images Wins
According to Forbes, our flashy complex world of today is pushing people toward simple. We’re overwhelmed, and we’re looking for comfort and uncomplicated solutions. Is your website functional, professional and simple to use?
People are buying books that offer simplification — books that educate on how to simplify lifestyles, finances, and homes did well the past year. Less is best when it comes to messaging and content. Today’s consumers just don’t have time for more. When you do offer more, include elements that make it easy to scan and absorb. That’s why infographics, scannable lists, white space and images are more user-friendly and engaging.
5. Online Ads & Remarketing
There is a 30% lift when you combine organic SEO with online advertising. Remarketing refers to targeting those who visited your website (typically ~96%) without taking the next step. You’ve probably noticed ads from companies who use this tactic. Let’s say you’re in the market for new tires. Now, when you visit Facebook or your favorite news site, the tire store you just visited has an ad. That’s remarketing. And it’s one of the hotter online marketing trends for 2014.
Are any of these online marketing trends on your to-do list?
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