Digital marketing is evolving at a rapid pace. As a marketing agency we keep up with the latest trends, technologies, and platforms to ensure that our clients are reaching their target audience in the most relevant spaces. Email marketing, article and white paper writing for SEO, social media, and content development for all of these platforms have been proven to be effective digital marketing channels. There are newer tactics, however, that are proving to be effective, and others that demand our immediate attention.
YouTube is the second largest search engine next to Google, and Google owns them. Because of YouTube’s popularity Google developed algorithms that assign significant importance to video. When it comes to content the most heavily searched topics revolve around “how to”. As a marketer your videos on YouTube will be most effective if they provide helpful, engaging, informative content. In addition content should be optimized specially for video searches – for example keywords should include “how to.”
Mobile Marketing & Optimization
In 2015 mobile traffic overtook desktop traffic. This incredible statistic has significant impact on digital marketing. And once again Google comes into play. They rank sites higher if optimized for mobile. This is why having a responsive website is so important to your marketing efforts.
When developing content we should all be considering how it would be consumed. Mobile viewers are looking for information in shorter bursts. With this in mind email marketing, certain articles, and really any content should be developed with short blocks of copy, and plenty of engaging photography.
Mobile devices are being used heavily for local search. If you’re a business reaching a local target audience, mobile marketing provides a great opportunity for reaching them while they’re engaged and actively seeking your services. Display ads, geo targeted marketing, review site listings, and keyword optimization, are the types of mobile marketing and optimization tactics that you can use get noticed via local search.
Measuring and Analytics
Print, TV, radio, and outdoor advertising has always been very hard to measure. The nature of digital marketing, however, allows us to track and analyze results much more effectively. Social media and email marketing tools have dashboards that provide data on clicks, visits, likes, shares, opens, etc.
It can be time consuming to collect large amounts of data from various platforms. Metrics spreadsheets are manual documents that can be effective, but they take time to build month to month. Marketing automation tools, like HubSpot, however, are a good solution for marketing agencies and their clients. They pool data from various locations and then assemble the information in a comprehensive report.
Mobile Relationship Marketing
Mobile relationship marketing facilitates a two-way relationship between the marketer and the consumer. The idea is to create a better customer relationship beyond a one-time engagement, specifically through mobile.
Relationships are built on trust. Customers are showing more interest in a brands reputation, and they want to know that products or services are high quality. Mobile is key to building these relationships; this is their space for social and commerce. You can encourage these relationships by taking the following steps:
- Creating valuable, sharable content.
- Let consumers know you’re listening – respond to comments on social media.
- Develop a loyalty program.
- Loyalty apps let customers discover deals, redeem offers, etc.
There’s an interesting virtual reality based Science Fiction novel titled Ready Player One, written by Ernest Kline. The book is set in the future where virtual reality is so ubiquitous that it completely consumes society. The technology becomes the default social, entertainment, and emotional reality.
Hopefully virtual reality doesn’t become all consuming, but it’s fast becoming more readily available and sophisticated. Facebook’s Oculus Rift is one of the biggest virtual reality hardware and software providers. Facebook’s interest shows us just how much potential large corporations see in the technology. So what does this have to do with marketing? Virtual reality could open up a whole new world for marketers. Virtual spaces like cities, malls, and stores provide advertising space. Fortune 500 brands are already creating virtual experiences that allow consumers to interact with their spaces and products. And brands are creating fun interactive events that engage consumers in their brands.
Sometimes it can feel overwhelming when you think about the speed of technology and how it affects marketing. Fear not. When you have a forward thinking marketing agency on your side you have someone to help you navigate and take advantage of the latest, most relevant opportunities to get your product or service in front of customers.