Trends and the authentic evolution of marketing go hand in hand. When you hear the word “trends”, don’t think of a craze that is here now and will pass. These digital marketing trends are a general direction in which marketing is developing or changing-- and you need to know about them. And even more so, you need to know how to apply them to your marketing strategy.
1. Mobile is the channel of choice
Americans spend 71% of their time online on their mobile devices. If a strong online presence or social media advertising is part of your marketing strategy, you need to be aware of these numbers. Everything you do needs to be mobile optimized.
If you haven’t already-- make sure that your website and the content you are producing is mobile friendly. After you’ve done this, you then need to begin to think about how you can engage users on their smartphones. It could be adjusting your advertising budget to pour more into mobile ads, creating an app for your business if appropriate, or dialing in your email marketing to engage people reading on their smartphones.
2. Digital advertising is getting more expensive
Paid advertising--both pay-per-click and basic digital ads--is getting more competitive. If you think you’ve missed your shot to jump on the Facebook advertising wagon, it’s not too late yet. Getting in now and understanding how much Facebook ads cost will help your business grow as ads continue to get more expensive.
There are plenty of success stories in both the B2B and B2C spaces of companies increasing the results of their marketing efforts by 5x after advertising on Facebook. With an increase in revenue, you will be able to afford to continue advertising as prices steadily increase.
Think of it as living somewhere expensive, but receiving a pay raise every time housing expenses rise because of the number of years you’ve been at the same job. You will be able to afford to stay because you are established.
3. Empowered buyers expect engaging and impressive data
I’ve heard the statistic thrown around that people have a shorter attention span than a goldfish. The attention span of a goldfish is 8 seconds...
While this seems absurd, it has proven to be true with the way people search and absorb information online.
Your customers are what Hubspot refers to as empowered buyers. They believe that they have everything they need at their fingertips with an online search when it comes to deciding what product or service might be right for them.
However, the key is helping them absorb the information they need when they stumble across it. It’s not enough to have a 2,000-word blog that details entirely the way you’ve helped businesses increase profits or every feature and functionality of your product. While these things aren’t necessarily bad, try utilizing infographics, gifs, images, or short videos when you can to engage users with quick interactive content.
4. Internet searching will continue to adapt
As online ad space gets slimmer and more competitive, SEO algorithms may change to make rankings and selections in search listings more competitive.
If you can’t keep up with Google’s ever-changing algorithms, don’t panic! There are plenty of resources to help you get the basics of SEO digital marketing, but the best thing you can do is know your numbers. Pay close attention to your analytics. In business there are a million things that are out of your control; tracking isn’t one of them.
As digital marketing trends push you towards making changes, having your numbers and tracking in place will be crucial in helping you cut the budget where your marketing efforts are under-producing, and capitalize on where they are multiplying your dollars.
5. Authentic content will put you in the spotlight
You may have noticed that video ads are becoming increasingly more popular. Whether or not you are ready to jump on board with the trend, the number don’t lie: 43% of people reported that they wanted to see more video content from marketers!
What should also be noted is that people spend 3x longer watching video that is live compared to video which is no longer live or prerecorded videos. Live video, or authentic content, delivers a more immediate, personal type of marketing to users. If you want a proven way to engage users and keep them engaged longer, there you go.
6. Audio is entering the mix
It's not just video that's causing a buzz with users. Audio tools and techniques are becoming a standard aspect of a user's digital experience.
With voice-driven searching enabled on individual search platforms, including Google, users can search for anything they want by voice command.
What does this mean for you? It should be a friendly nudge saying “SEO isn’t going anywhere, anytime soon.” This hands-free method makes digital searching quick and easy on-the-go users. Be mindful of enhancing your website with the appropriate keywords. Users are searching faster and more frequently than ever; make sure you can be found when they do!
7. Your website still demands your attention
Having a website or a strong web presence isn’t anything new in digital marketing trends. However, what your site can do for your business is becoming increasingly more helpful for both you and your users.
Your website should be more than just a high-tech business card; it should be a lead generating machine. Often your website is a user's first impression of your business. It is important that a site is engaging, informative, and articulate. This should be one motivator to continue investing time and energy in your website.
Another motivator should be the advances in technology that allow you to optimize your website even further. A new concept called Conversion Rate Optimization (CRO) optimizes a user's transition from "interested" to "established customer." Data from user analytics assesses CRO and gives marketers a chance to maximize conversion rates.
What should you do with all this to stay on top?
I’ll mention it a third time because it’s that important: be mindful of your numbers and come up with a calculated way to organize data. This will benefit you in every single one of these digital marketing trends. If you know what’s going on in your business, you will have a lot easier time making adjustments as needed.
With digital marketing trends, things are always evolving. From advances in technology to increased artificial intelligence-- we can’t expect things to stay the same forever. What we do know, is that engagement is how we make sales, and you’ve got to keep up with the trends to be sure that you are continuing to engage users right where they are.
As digital marketing trends evolve, so do we. It can be tough to stay on top of everything when you have a million other things to worry about in your business, but that is where we are here to help. We are dedicated to following trends, delivering results, and most importantly engaging and meeting our customers right where they are. If you’d like to connect about how we can help your business, we’d love to hear from you!
Get your tracking in place, stay dedicated, and most importantly-- Happy Marketing! Drop us a line if you have any questions at all, would love to help!