The world of digital marketing is constantly changing, and sometimes trends in the industry come and go. As search engine algorithms change to provide the most relevant search results, marketers must adapt their approach to driving traffic to their sites. For instance, using the maximum number of keywords used to be the way to ensure that your result would appear high in search rankings, but now Google filters out content that uses “keyword stuffing.” Looking forward, it’s important to be aware of how the marketing world is changing and create a strategy that will remain effective for years to come. With that in mind, here are some emerging trends to be aware of.
Analytics Will Grow
With users generating more and more information about their purchasing and browsing habits, companies will be expected to make use of this knowledge to produce highly targeted marketing strategies. For instance, Google makes use of this technology in order to tailor its search results to the specific user. With the use of marketing automatons expected to grow by 50% in coming years, companies will have to get onboard with analytics to make sure their marketing efforts succeed. Targeted advertising is twice as effective at increasing web traffic, so its use will only continue to rise.
With the rise of analytics to track user activity comes increased personalization. Providing tailored content for specific users increases conversion rates, lowers operation costs, and forms solid customer relationships. With all these potential benefits, it’s no wonder more and more companies are offering personalized content.
Content Creation Is Key
A lot of buzz has surrounded content creation in recent years, and for good reason. Relevant, high-value content draws in users and increases consumer confidence in your brand. And with Google algorithms in place to weed out “thin content” of less than 200 words, it’s more important than ever to make sure your content shines. Use keyword ranking tools to find what your potential customers are searching for and use those terms to build great marketing content.
Online Ads Will Increase
As users spend more and more time browsing the internet at home and on the go, advertisers have begun to pour more resources into online advertising. Online ads are expected to grow by 10% globally in the near future, meaning that focus is beginning to shift more than ever toward digital marketing. Combine that increase with new tools allowing marketers to create targeted ad content, and you have a recipe for marketing success. Of course, online ad campaigns cost money, so it’s important to be aware of how much a marketing push will impact your bottom line before starting.
As the way online marketers do things changes, some things stay the same. For example, providing relevant, targeted content is still the best way to increase your market share, and it will continue to be so for the foreseeable future. For more information about creating an online marketing strategy for 2016 and beyond, contact the experts at AMMA Digital Marketing today at 800-466-0684, or send us an email for a free consultation.