Next year's Internet marketing: 7 major trends!
The Internet has fundamentally changed the way information is exchanged and, of course, had a huge impact on marketing communications. Forbes has prepared material on 7 major trends that will be relevant for marketers next year.
1. Content marketing will be bigger than ever.
Distributing valuable content through different channels is a sure way to create credibility and win consumer confidence. This is usually informative or entertaining information about the industry. Content marketing allows you to get closer to your audience and helps you better understand it by watching the reaction to such texts. According to the Content Marketing Institute, the main strategies in B2B are social media, materials in business publications, newsletters, case studies, videos and articles on various websites. The trend suggests that mass-oriented marketing (via TV and radio) becomes less effective, and it is more logical to focus on creating useful content for a narrower audience. In addition, the strategy of creating a story is especially popular now, which can then be guided by when developing content.
2. SMM will require diversity.
Even two years ago, marketers were limited in distributing their campaigns by three main social networks - Twitter, Facebook and LinkedIn. Now social networks seem to appear constantly. Some of them do not take off, but Pinterest, Google+, Tumblr, Instagram are becoming more popular and provide many new features, creating different channels and forms to attract the audience. To achieve the maximum number of consumers, you can experiment with several social networks. This strategy is useful for many companies, because the brand will be easier and faster to learn in the future. You will learn about the main trends of social networks from the article by Victoria Dimitryukha, who recently returned from Social Media Week in London.
3. Content will be built around images.
The amount of information around is growing - we barely manage to keep track of our newsfeed, which means that advertising should be quickly and easily absorbed. If you look at the world's most popular social networks, two of them (Buzzfeed and Pinterest) focus on images. Success is in the viral potential of images. The same applies to posts on blogs and other social networks, when people emphasize the meaning of the text with a photo or give it a new understanding. Another example is infographics. It combines an image with a minimal amount of text that contains statistics or research data.
It is unlikely that the text will ever be completely out of fashion, but the inclusion of an image will always be a profitable step for a marketing campaign.
4. Everything will be even easier, and advertising too
The shift in consumer preferences towards simplified advertising information is obvious. If you think about the world's best brands, Apple and Google are immediately remembered, and their main advantage has always been maximum ease of use. Minimalism and brevity - this is also about Twitter, Vine, Coub and Instagram. Consumers were filled with bright, screaming and complex signals that poured into them every day, and were a little tired. In addition, all new technologies are rapidly simplifying our lives, and marketers should not lag behind the trend.
5. Mobile - your masthead
The content should be accessible to users of smartphones and tablets, since there is an obvious increase in the use of these devices. In addition, it should be adapted to the format. This may be a mobile version of the site, a game application or the same page, but with advanced functionality.
If it seems to you that this does not suit your business, still think - competitors may turn the trend in their favor, and you will be left out.
6. The effectiveness of retargeting will increase.
Only 2% of the traffic is converted by the first visit, and retargeting increases the conversion, reminding the consumer about the product or service that interested her earlier. Psychological studies have shown that even the usual demonstration of a logo affects a person’s mind, forcing him to trust companies and place orders with her. Now several types of retargeting are distinguished, and in the future new technologies will appear on its implementation in various fields. Here, for example, you will find 50 tips on retargeting in e-commerce.
7. SEO and social signals will interact more closely.
Social signals - that's all that says about the behavior of the user in social networks. Huskies, shores, tweets, comments can tell a lot about a person - at least what he is willing to share publicly. Researchers even talked about contextual calculations that can establish a connection between two strangers who are in the same place at the same time. In order to provide relevant content to people, search engines consider social signals as one of the ranking factors. The more people interact with the content in social networks, the higher it should be on the page with the result of the issue. It is difficult to predict which algorithms will appear in the future, but there is a chance that social signals will outweigh traditional external links by the end of 2015 or at least reach the same level.
The Internet has fundamentally changed the way information is exchanged and, of course, had a huge impact on marketing communications. Forbes has prepared material on 7 major trends that will be relevant for marketers next year.
1. Content marketing will be bigger than ever.
Distributing valuable content through different channels is a sure way to create credibility and win consumer confidence. This is usually informative or entertaining information about the industry. Content marketing allows you to get closer to your audience and helps you better understand it by watching the reaction to such texts. According to the Content Marketing Institute, the main strategies in B2B are social media, materials in business publications, newsletters, case studies, videos and articles on various websites. The trend suggests that mass-oriented marketing (via TV and radio) becomes less effective, and it is more logical to focus on creating useful content for a narrower audience. In addition, the strategy of creating a story is especially popular now, which can then be guided by when developing content.
2. SMM will require diversity.
Even two years ago, marketers were limited in distributing their campaigns by three main social networks - Twitter, Facebook and LinkedIn. Now social networks seem to appear constantly. Some of them do not take off, but Pinterest, Google+, Tumblr, Instagram are becoming more popular and provide many new features, creating different channels and forms to attract the audience. To achieve the maximum number of consumers, you can experiment with several social networks. This strategy is useful for many companies, because the brand will be easier and faster to learn in the future. You will learn about the main trends of social networks from the article by Victoria Dimitryukha, who recently returned from Social Media Week in London.
3. Content will be built around images.
The amount of information around is growing - we barely manage to keep track of our newsfeed, which means that advertising should be quickly and easily absorbed. If you look at the world's most popular social networks, two of them (Buzzfeed and Pinterest) focus on images. Success is in the viral potential of images. The same applies to posts on blogs and other social networks, when people emphasize the meaning of the text with a photo or give it a new understanding. Another example is infographics. It combines an image with a minimal amount of text that contains statistics or research data.
It is unlikely that the text will ever be completely out of fashion, but the inclusion of an image will always be a profitable step for a marketing campaign.
4. Everything will be even easier, and advertising too
The shift in consumer preferences towards simplified advertising information is obvious. If you think about the world's best brands, Apple and Google are immediately remembered, and their main advantage has always been maximum ease of use. Minimalism and brevity - this is also about Twitter, Vine, Coub and Instagram. Consumers were filled with bright, screaming and complex signals that poured into them every day, and were a little tired. In addition, all new technologies are rapidly simplifying our lives, and marketers should not lag behind the trend.
5. Mobile - your masthead
The content should be accessible to users of smartphones and tablets, since there is an obvious increase in the use of these devices. In addition, it should be adapted to the format. This may be a mobile version of the site, a game application or the same page, but with advanced functionality.
If it seems to you that this does not suit your business, still think - competitors may turn the trend in their favor, and you will be left out.
6. The effectiveness of retargeting will increase.
Only 2% of the traffic is converted by the first visit, and retargeting increases the conversion, reminding the consumer about the product or service that interested her earlier. Psychological studies have shown that even the usual demonstration of a logo affects a person’s mind, forcing him to trust companies and place orders with her. Now several types of retargeting are distinguished, and in the future new technologies will appear on its implementation in various fields. Here, for example, you will find 50 tips on retargeting in e-commerce.
7. SEO and social signals will interact more closely.
Social signals - that's all that says about the behavior of the user in social networks. Huskies, shores, tweets, comments can tell a lot about a person - at least what he is willing to share publicly. Researchers even talked about contextual calculations that can establish a connection between two strangers who are in the same place at the same time. In order to provide relevant content to people, search engines consider social signals as one of the ranking factors. The more people interact with the content in social networks, the higher it should be on the page with the result of the issue. It is difficult to predict which algorithms will appear in the future, but there is a chance that social signals will outweigh traditional external links by the end of 2015 or at least reach the same level.
