Next in our series on digital marketing, let us explore the prevalent trends.
Every New Year presents fresh marketing challenges. Armed with a meticulous marketing strategy with some fore-thought to deal with what is predicted for the following year, these challenges can be easily overcome. Thus, marketing goals are set, based on the market predictions for your industry.
A few digital marketing strategies that were predicted for 2016 are:
Responsive design – The requirement of a website to have easy navigation in mobile devices too, has shifted focus on the importance of a responsive design and was predicted to be adopted in greater scale in 2016.
‘Connecting’ with social media – A ‘voice’ on social media that would directly connect with its audience, instead of a conventional ad. Every logo was expected to have a unique face, in the digital world, in 2016.
Blogs – Honest and informative content does more than just improve SEO. Year 2016 was expected to see a surge in using blogging as digital marketing tool.
Apps – Increased usage of mobile devices would open newer avenues for business entities in 2016. They would bring out more apps to host reward programs, provide information or offer deals. Apps keeps the business entity in the focus of the end user, every time the mobile is used.
Live videos – Streaming videos to social networks is easy with specific apps like Periscope. Target audience can be reached instantly and sharing experience with them is easier. These are interactive enough to allow users to comment or opine.
2016 so far…
The first and the second quarters of 2016 has of course seen mobile optimization as a default and not a choice. Catering to the requirements of mobile audience helps increase the leads and conversions.
Voice search has moved SEO to the next level. Voice search optimization has become vital as people tend to use different search terms during speaking and typing.
Blogging is favoured much, for its possibilities. The stress is more on long form content, which the content marketers have embraced beautifully.
Interesting enhancements in in-app functionalities have been made by various social media platforms. The assured user experience is predicted to reflect in the ROI. Optimizing for the app store has become vital for visibility.
Videos easily hook your customers. This mass appeal has been utilized to the maximum to fetch higher engagement rates. Search result pages with such videos drives more traffic to the website.
With mobile Wi-Fi and many other technological advancement, snapchat has become the mobile messaging and multimedia app that is ‘trending’. The app has a customer base that covers the entire age spectrum of mobile users. Hence snapchat will be used by the advertisers to narrate their stories to their target audience.
Marketing automation helps in reaching the target audience through well-defined metrics. It can be used to create a sales funnel, by sending customized messages and information to cater to the specific needs of target customers. Being able to reach out to them regularly can help you plan your communication systematically and eventually help in customer retention.
Today’s customers do their own research they consume a particular product or service. Customer-specific and issue-specific content alone will, in future, maximize conversion rates and bring in a better ROI.
Cross-channel integration is a possibility predicted for the future. Such successful convergence can open up endless opportunities. Lee Odden, the CEO of the Minneapolis digital marketing agency, Top Rank Marketing, points out the Microsoft and LinkedIn strategy, where LinkedIn data is integrated into Microsoft’s Office 365 service, as a classic example of the convergence of two difference channels.
Live video streaming is expected to take over the digital arena. New audience are ready to consume your information / solutions / services. Consistency is the key. Once the day of streaming is determined, sticking to the regime captures and sustains new audience.
World Wide Web – lesser known layers
Popular search engines retrieve only the visible data available. It is estimated that for every single website retrieved in search results, there are about 2500+ other websites that are rendered inaccessible by passcodes or special softwares, and are hence invisible! A change in the algorithms of the big players like Google, Yahoo or Bing, can help in reaching the unaccessed web, resulting in an evolution in internet search.
Search Engine Marketing can be categorized into three types. They are Search Engine Optimization (SEO), Search Engine Advertising (SEA), and paid submission. SEO can help with boosting the rankings of web pages on the search results and gain more visibility on the internet. Search engine advertising is nothing but advertising in the Google search results. The advertisements on Google results appear on the top and bottom of the page and are labeled as ads. Paid submission is nothing but the method of listing the information of a company to paid online directories for increasing the company’s online visibility and SEO ranking.
The primary difference between Search Engine Marketing (SEM) and Search Engine Optimization (SEO) is that SEO is focused on optimizing a website to increase the traffic from organic results. Whereas, SEM is based on getting traffic from both organic and paid searches. SEO is a long shot as it demands continuous optimization to rank in the top results. On-page SEO is a crucial part of it as it involves optimizing a website with keywords that are being used by potential customers. Whereas, the concept of SEM is relatively simple. If someone searches for a keyword, your website will show up and you need to bid alongside others to get the spot.
Search engine marketing is nothing but using strategies to increase visibility in the search engine results. On every Google search, the top and bottom two results are allocated for paid search results. Companies will pay the search engine for their pages to appear on the top of search results. It can be an easy way to increase the overall traffic on a website and boost their revenue. However, one cannot easily get featured in advertisements and get clicked by every user. They should select target keywords properly so that the advertisement will not be visible to customers who don’t require a particular service.
Search engine marketing is very important to all businesses, irrespective of their sizes. It is an effective way to increase your online presence and establish brand awareness in the market. By providing informational content for customers, business owners will be able to generate a huge amount of online leads and generate more sales. However, search engine optimization can also help with generating organic leads so that companies need not have to invest a lot in advertisements and paid promotions. It is a great way to credibility and establishes an emotional connection with the audience which will be extremely difficult with traditional marketing methodologies.
Search Engine Marketing is one of the effective ways to grow your business in the digital world. As the competition in the market keeps growing, it has become important for businesses to advertise online to get more traction, and search engine marketing can be the most effective way to promote the products/services. By appearing on the top of search results, businesses will be able to increase the overall traffic on their website and ultimately boost their revenue. Search engine marketing provides opportunities for businesses to reach out to motivated buyers and it can be a powerful way to grow a business.