Wednesday, Jan 17, 2018

5 Digital Trends with Significant Impact on Marketing Strategies

5 Digital Marketing TrendsThe job of marketing a business is more complex than ever. You have to do more with less and innovate for long term momentum while staying on top of ever-changing business and consumer trends. The following 5 digital trends have serious strategic implications for every business owner or brand marketer.

1. Media fragmentation – according to a recent Edison report, there are 256 million U.S. users on TV, 243 million on radio, 232 million on the Internet, with record numbers of people adopting smart phones and tablets. We live in an age of multimedia consumption. People are using more devices across a common set of platforms to do more things than ever. Give digital consumers opportunities to purchase from you by distributing content across as many types of media and platforms as your budget can allow.

2. Content Marketing is the king – valuable free content attracts and converts prospects into customers, and customers into repeat buyers. Content marketing allows you to build an audience that builds your business. It allows you to offer your customers what they need to know, and deliver it in a relevant and compelling way and thus build trust. Research identified the three types of content that work best for marketers:

a. Social posts and updates – use social channels to push content on those online venues where so many people spend countless hours every day of the week;

b. E-newsletters – can help you deliver timely, topical content, tailored to people’s area of interest;

c. News and blog posts – provide a focal point of themed content while helping build organic traffic through SEO.

3. Facebook dominates social media channels. Despite, or maybe because the many recent changes made by Facebook, more people and companies are adopting it as the social media marketing platform of their choice. The increased rate of adoption is justified by these three new elements with impact on social media marketing:

a. Branded content in the news feed – most people interact with company pages through their newsfeeds, not by visiting the page. Increase interaction between your branded content and potential consumers by posting more visual and interesting yet relevant insights about your company.

b. Hashtags – brands that use hashtags in their posts may have slightly higher reach than brands that don’t use them. Implementing them will also create the opportunity to advertise directly to users who have used or clicked on a particular hashtag.

c. Graph search – a simple search like “people who like <name of your business page> and…” unleashes endless marketing possibilities for your business.

4. Twitter becomes more popular – Twitter is a much bigger platform than most people give it credit for, and marketers should be the first to recognize its hidden potential. Tweets from the audience are used by TV stations reporting the news, Discovery channel, entertainment industry, just to name a few. Tweets are quoted on the radio or incorporated within websites. An overwhelming majority of people have been exposed to Twitter via multimedia consumption.

5. SEO through quality, personality, and social voice – the latest Google algorithm updates are changing dramatically the way websites are ranked in search engines. No longer is Google valuing the freshness of content more than its quality. A website can rank better than its competitors if it offers quality content that stands out through unique personality. Brands need web content that is not a mere copy of the same information found on other websites. Quality, uniqueness, and personality are qualities that trigger social sharing. Google loves websites that are popular on social platforms, ranking higher the pages to which more posts on social media point to.

As a digital marketer, remember that audiences are dispersed across multiple channels and platforms. Maximize value for your brand by generating quality content and engaging with consumers effectively across multiple channels.