Technology is constantly changing, and the end of the year is the perfect time to look ahead for trends you can plan to include in next year’s online marketing strategy. Here’s a look at some of the top trends every business should be aware of for 2015.
Mobile optimization becomes a must
Consumers are continuing to migrate to mobile devices, with more using mobile as their primary means of going online. In 2014, a majority of businesses realized the importance of having a mobile-friendly, responsively designed website. But in 2015, effective mobile strategies will include more than a website.
Mobile-optimized content, mobile social media marketing, and mobile ads will be more important than ever. Any business looking to achieve a successful online marketing strategy will need to incorporate mobile into the mix in an integral way—with an eye toward not just mobile-friendly, but mobile-first.
Social media spending rises
Even as the amount of social traffic grows, the effectiveness of organic social marketing continues to drop. In particular, changes to Facebook algorithms have led to a sharp decline in the organic reach of posts—and in the first part of 2014, Facebook ad revenue increased 10 percent over the same period in 2013.
For business, paid social advertising will be a requirement for effective social media marketing. The sheer number of users prevents most content from rising above the noise. But the good news is that businesses currently using paid social advertising are realizing positive returns on their investments, so it’s still possible to market with social media in 2015.
Content marketing continues to grow
It’s been said that content marketing is the new SEO, and this trend is set to increase in 2015 as Google’s algorithms continue to reward fresh, relevant content with better rankings. The B2B Content Benchmarking Report found that in 2014, 93 percent of B2B marketers used content marketing and 42 percent stated their strategy was effective, compared to 36 percent in 2013.
Content marketing will also continue to be an important component of social, mobile, and email marketing strategies.
Email marketing will see an increased focus
In 2013, tech research firm SINTEF reported that 90 percent of all the data in the world had been generated in the last two years—which means there’s even more now. The Internet is impossibly crowded, and this vast sea of digital content has underscored the need for a robust email list.
Email marketing is still the most effective way to reach a target audience. In 2015, an effective online marketing strategy must include a strong email marketing component, to help your business reach more of your customers directly.
If you’d like more information about how we can help you create and manage powerful email marketing campaigns, contact Informatix today.