New year, new strategies. As 2014 has come to an end companies have to rethink their marketing strategies. Business situations are continuously changing at the speed of technology and it’s wise to evaluate what changes your company has to go through.
Companies need to adapt to online marketing, in order to gain and maintain advantage over their competitors. User experience and engagement are, amongst others, key elements of online success in 2015.
Smart marketers have already realised that collecting social data and using it to create personalised and relevant content is essential to engage with customers. The American Marketing Association even said in 2014 that data-driven marketing through digital channels it is the path to new growth. Today’s most successfully growing businesses are the ones focussing on telling their story to their carefully segmented audience by sharing relevant information about their products and service features. These businesses have implemented changes in their digital marketing strategy in order to use the web 2.0 to their full advantage and generate leads and conversions. This year many businesses will turn to digital marketing strategies to reach individual consumers. This blogpost will briefly discuss three trends businesses should take into consideration: content, mobile, and video marketing.
So you think you can be a publisher?
As I discussed before in my blogpost about turning your brand in to a media brand, businesses of all sizes are taking on the character of a publisher. The main purpose of this change is to be able to create content that positively influences conversions. Content may have been crowned king, but that does not mean that every bit of text or visual is going to have positive effects on your image or sales – or whatever you want it do to. In order for it to be effective you need to tailor it to where your reader is in the buying cycle and let it answer their questions or take away that last piece of hesitation.
It is impossible to imagine a world without mobile devices today. Mobile usage will eventually dominate desktop use, which offers opportunities for businesses. According to Forbes (2013), 87% of connected devices sales by 2017 will be tablets and smartphones. The possibilities are endless – to prevent this post from becoming an time-consuming long read I will briefly discuss the advantages of getting mobile.
First of all, not having a mobile strategy is worth more than having a lousy one. Quality is key in the mobile environment. For instance, keep the limited screen resolution in mind when creating mobile adapted content. Poor quality will drive your users straight to your competition. If you decide to do it, do it well. Adding mobile devices to your marketing strategy is crucial in order to create a cohesive brand experience. Also, the word mobile in the term mobile devices indicates why it is created: mobility. This mobility gives your business more chances to reach your (possible) audience during a day. Mobile usage also gives you the chance to target this audience during multiple activities like researching, playing, and working.
The use of video has skyrocketed over the past few years. Video has become a vital part of marketing, as it shows consumers how your product or service works in a way that text or images alone cannot. According to Studio5 Innovation, a Seattle based digital media agency, more companies will create instructional videos and make them a bigger part of their user experience and lead generation strategy in 2015. As can be seen in the infographic below, it is predicted that a whopping 74% of all Internet traffic in 2017 will be video.
Video has already been integrated in the strategies of many companies – which seems obvious since one third of all tablet owners watch one hour of video per day on their device. This number does not even include the amount of hours of video watched on smartphones. Imagine.
How about a little example of one most well-known cola brand in the world? Note: this video was made in 2012, but even though some information might be slightly outdated it’s still very much worth the watch.
Sophie is an International Communication and Media student at the University of Applied Science of Utrecht. Her combined interest of the three w’s and marketing every now & then result in a piece of text. These words happen to show up on this blog. Read it or weep!