[Photo courtesy of Michael Covel on Flickr]
It’s that time of year again, time to look back on what worked and what didn’t work this past year and what will be big next year so you can get a head start on your marketing efforts.
With that in mind, we offer you our own humble little Christmas offering in the digital stocking that is your inbox: Five Marketing Trends to Take Advantage of in 2015.
Content Marketing is going to remain big and will likely get even bigger in 2015. Companies will ramp up efforts to establish authority and gain trust with consumers by branding efforts that involve consistently creating valuable content and disseminating it through: social media, articles on a business’s website, eNewsletters, case studies, videos and articles on other relevant websites.
Using one or more of these channels allows businesses to build a positive reputation within their industry. As marketing to the masses through television and radio ads continues to become less effective, it will increasingly benefit companies to concentrate on inbound marketing by producing valuable, engaging content designed for a specific audience.
SEO, Social and Content Marketing will become almost one. Social signals still don’t carry the same weight as traditional inbound links, but they do play a role in organic search rankings. Since the goal of a search engine is to provide users with the most relevant and highest quality content possible, it makes sense that they would factor in the number of social shares that a blog post, article or product page receives.
The more something gets shared, the higher its quality is likely to be. A page with high numbers in the social media sharing boxes looks not only higher quality, but also trustworthy. So, get those customers sharing.
Better Mobile Marketing will be required.
According to Forbes, 87% of connected devices sales by 2017 will be tablets and smartphones. A lot of companies are already on board (which is why the current trend in websites is to have limited text, lots of photos and have a layout that requires constant scrolling). Any companies that don’t get on board in 2015 risk being left behind. If a consumer visits your site on their phone and sees tiny text and a layout clearly not meant for mobile, they likely won’t bother visiting your site again.
Programmatic Marketing is going to skyrocket in 2015 (and beyond). How about this for a number? According to IDC, “spending on real time-bidded display advertising will accelerate at a 59% compound annual growth rate through 2016, making in the fastest growing segment of digital advertising over the next few years.”
For those of you who don’t know, programmatic marketing is the “automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding.” That comes from Gurbaksh Chahal, who is the Founder, Chairman & CEO of programmatic marketing platform provider RadiumOne. Kellogg, Hyundai, Nature’s Recipe and Disney Resorts have all used it to varying degrees of success. Figuring out how the small fish can use it will be something to figure out in 2015.
GeoTargeting, while not major yet, will also see a rise in usage in 2015. As more people get on board with the idea of having ads they actually want sent to their phones, expect more companies to do just that. This will especially be true for small businesses who rely on a lot of walk-in customers.
Facebook Ads will also be near the top of the discussions of marketers. This coming year will be all about figuring out how best to use them.
So, now that you’ve got some idea about what the future holds for marketing, put all of that aside for now and just enjoy the holiday season. You’ve earned it.
So, from everyone in our organization to everyone in your organization, Merry Christmas and Happy New Year.