2015 Outlook for Digital Marketing

As we’re all well aware, the only constant thing in marketing is change.  Each year, as individuals and organisations recognise its effectiveness, digital marketing has grown stronger and bigger.  With 2015 just kicked off there are, as we would expect, lots of predictions on what changes could be taking place in the digital world.

For sure social media advertising is getting stronger, digital platforms want businesses to provide more valuable content to consumers through content and data driven marketing and if you don’t go mobile you’ve already lost the digital marketing game.

To capture some of what’s important we thought to summarise some of the more interesting comments that are being voiced across our industry, so let’s take a look at what we believe are 7 dead certs to set you up for success in 2015;

 

1. SEO will increasingly rely on social signals and content marketing.
With organic online marketing growing and the number of queries on search engine growing it’s no surprise that Google has started taking social media into consideration when ranking websites.

As most internet users are on social media it makes sense to use social media data to help in ranking websites in a better way and providing a better search experience. This was also done to cut down on spam and ‘black hat’ link-building techniques. With the Search engine and Social media relationship still new there is a long road to go into creating a perfect match of both.

Content on the other hand has always been the king when it comes to getting Search engine rankings. Relevant and useful content is increasing in value with each passing update.  Top tip, start focusing on valuable and quality content and you’ll be on your way to search engine domination.
2. Websites will NEED to be mobile friendly
According to Statista, mobile phone and internet user penetration worldwide will reach 52.4 per cent during 2015, which means marketing strategists and business owners need to make sure their websites are optimized for mobile.

According to Google, 67 percent of users are more likely to make a purchase off a website that is mobile friendly. If your website is not optimized to be viewed on a mobile device, make sure that optimizing your website for mobile is at the top of your 2015 marketing to-do list.

The marketing industry will be forced to think mobile as people shift to primarily consume content across multiple mobile devices. This rise of mobile use is closely related to the growth of wearable tech, which is another reason why your website should be mobile friendly.

3. Personalized Content Will Become Huge
Marketers want users to interact with their content and what better way to achieve that than through providing something highly relevant?  For those companies offering personalized content during the past year, they were probably successful in achieving 4 key things;

Increasing their sales and leads, lowering the costs of their operation, inspiring users to stay longer on their websites and increase customer satisfaction.

Personalization is expected to become a widely adopted practice in 2015, leading to the growth of 1-to-1 marketing.

4. Videos, Videos and more Videos
The last couple of years have seen the rapid increase of video being used in marketing campaigns and websites. As videos allow businesses to talk about and explain their products and services in great detail which is virtually impossible with text and images only. 2015 will also keep the trend going upwards with more and more businesses opting to create ‘explainer videos’ and other forms of informative videos.

5. Analytics will get bigger
Marketers already use dozens of analytics tools with measurement, reporting and optimization becoming an integral part of marketing activities. This trend will keep growing as marketers start using a greater amount of data to optimize and measure their campaigns. There has also been a steady rise in spend on analytics tools and this is expected to continue in 2015.

6. Digital marketing will not just be another marketing tactic
With the continuing boom in digital marketing, businesses are becoming to recognise and accept that digital marketing isn’t just another tactic but instead a marketing strategy in itself. With so many sub channels and tactics businesses will start utilizing tactics which are only relevant to them.

Digital marketing encompasses many various channels such as, but not limited to, content marketing, social media, paid advertising, PR, and mobile. These channels should each be given a strategy in order that engagement can be personalized and well targeted.

7. Social Media Advertising isn’t going away
Social media advertising has been growing and will keep growing. With Facebook changing its newsfeed to integrate advertising more, the twitter search engine update and announcement of Instagram advertising shows that Social media advertising is just getting bigger.

The key here is to understand which Social platform is most relevant to your business and focus on that.

Our conclusion

We believe this year is going to see a lot of change in how people consume and interact with marketing online.  With search engines making things more difficult and increasing noise in the digital marketing world, we’ll see new opportunities open up for quality, personalized and 1-1 marketing.

Don’t be afraid of change. Instead, learn to adapt. And if you can adapt before your competition, you can win.

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