Promoting your business online means staying ahead of the curve when it comes to emerging trends in digital marketing. As streaming content and social media gradually replace traditional modes of marketing and advertising, you can’t afford let the opportunities afforded by online marketing pass you by. If you would like to attract a new audience or forge a deeper connection with existing website visitors and subscribers, these are the digital marketing trends to watch in the upcoming year.
Video is here to stay.
New research shows that 73% of Americans use YouTube—that’s hundreds of millions of potential viewers for your online content. Businesses are creating diverse types of video content, from interviews to how-tos, and even short films. If your business has not yet made the much-hyped pivot to video, now is the time to start thinking about expanding your content library.
Authenticity is vital.
Emerging research about the behavior of internet users yields some not-so-surprising conclusions: people like to feel a sense of connection. When people feel connected to a celebrity, influencer, YouTube personality, or even a brand, this is known as a parasocial relationship. The more effectively you can grow these authentic relationships on social media and among visitors to your website, the better you will be at retaining customers and subscribers.
Content isn’t going anywhere.
Although video is gaining ground, it won’t displace the importance of solid, high-value blog and website content anytime soon. Because content marketing is such a competitive field, however, marketers must refine their understanding of their target audiences in order to give them exactly what they want. The more targeted and nuanced the content, the higher your conversion rates will be.
Facebook might have peaked.
2018 marked a noticeable shift in public attitudes toward the social media giant, with some users losing trust in Facebook after a high-profile data breach. Although Facebook is still the most-used social media platform, its days of reigning supreme might be numbered. As younger users move to platforms like Instagram, it is important to consider your audience when deciding how to promote your business on social media.
Voice search is on the rise.
With the advent of Google Home and related smart devices, more and more people are using voice search to find what they’re looking for. If you have not considered how voice search differs from typing a query, you might be missing out on valuable leads. Consider optimizing metadescriptions and keywords for reading aloud, and keep in mind that results are delivered differently.
Email will become more personalized.
Users are increasingly likely to dismiss cookie-cutter marketing emails as spam unless they cater to their specific interests. However, thanks to a mixture of automation and personalization, you can effectively target subscribers by showing them specific items they have browsed on your website, for example, making them much more likely to pay attention. Email is often the final nudge that triggers conversions, so don’t neglect this valuable marketing channel in 2019.
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