The Ever-Changing World of Digital Marketing

And five key tactics you should implement in your marketing strategy.

computer with iphone next to it with facebook pulled up

More and more consumers are getting more involved online. Digital marketing is important to your marketing strategy because it’s an immediate way to reach consumers. However, digital marketing is an ever-changing strategy, so marketers must stay updated on the trends and be ready to adapt to the constant changes.

How so?

Once upon a time, posting content to social media was all you needed to grow a following. In just a few years, that method has been completely disrupted and customer interactions come at a price.

While some businesses are up to date on the digital trends, there are still some others that are falling behind. If you feel like you are falling behind here are some of the most important digital marketing trends, you should do today.

1. The Mobile Experience

Digital marketing allows brands to be present at all times. With users’ expectations for faster and better digital experiences, the importance of improving experiences on the mobile web is a challenge that brands need to overcome. Brands that are empowering their users with investments in mobile platforms will win.

2. Online videos taking away from TV screens

By the end of 2019, users will have spent more time online for the first time than in front of a TV screen, most of this being watching videos online.

Did you know by 2020, video will make up over 85% of all consumer internet traffic in the U.S.? Now, most of these videos will be uploads by individuals not brands but it’s important to budget for video.

I know what you may be thinking…doing video means this huge production thing and it’s going to take a lot of time and cost a lot of money. Maybe a few years ago that would have been true but not today. I mean have you seen the new music video from Selena Gomez. Lose You To Love Me was shot on the iPhone 11 Pro and it looks like it was filmed with a production camera.

Selena Gomez – Lose You To Love Me

The truth is, most people aren’t looking for a dazzling Hollywood grade video on social media. They are just there for content that’s entertaining, informative, and story-driven.

Don’t know where to start? There are several strategies any business can use to create a compelling content-driven video.

  • How-to videos
  • Product walkthroughs
  • Influencer interviews
  • Customer testimonials
  • Behind the scenes videos (employee and/or brand stories)
  • Company culture videos
  • Event videos
  • Webinars

3. Increasing Value of Custom Content

Research shows that reliable information serves as the most important criterion for 86% of the online audience. So what content are they going to trust? Custom reviews, photos, and videos. These will also allow you to reach a wide target audience, provide brand credibility, and increase customer loyalty.

4. SEO — The Next-Generation

In 2018, Google launched its “PageSpeed” update. This, along with many other search algorithm updates, keeps marketers on their toes. Google understands user intent and its algorithm can input the user context, such as location search history, and other information into the search equation so when you search for “Sandwich shops” in Overland Park, you don’t get random Sandwich shops across the U.S.

With this update also comes the priority of fast-loading websites over slow-loading websites when it comes to ranking them in the search results. Small businesses are particularly affected by this change, simply because they don’t have the same web development resources that the larger corporations do.

In addition to all the Google algorithm updates, the way people search has also changed. This ties back into the mobile user experience, nowadays, people are using their mobile phones to search for information. 30% of all mobile searches are related to location, and 46% of all Google searches are local. If your business caters to a local customer base, then you should focus extremely on a local SEO strategy.

Some key ways to optimize your search, you should be doing the following:

  • Prioritize user experience
  • Create pages with the user in mind, not the search engine
  • Focus on video
  • Integrate different types of media into each page
  • Implement a white hat backlinking strategy
  • Optimize every page for load speed
  • Use schema markup
  • Use a sitemap
  • Create more long-form written content
  • Optimize for local search

5. Stories on Social Media

We were first introduced to stories on Snapchat, then Instagram and Facebook stories and then YouTube revealed their own story format called Reels.

So, what is all the hype about with stories?

FOMO (fear of missing out) Since stories disappear in 24 hrs., they can provide an instant opportunity for connection. Other benefits of social media stories include:

  • Constant engagement with followers
  • Increased brand awareness
  • Increased traffic to your website
  • Cost-effective
  • Opportunity to reach a younger audience

Are you prepared for the ever-changing digital marketing landscape?

The answer should be yes, no matter if you are feeling left behind or if you’re about to implement the next big digital marketing innovation. One thing we can tell you for sure is: To make it in this digital world, businesses can’t afford to stop developing new capabilities for their marketing strategies. Luckily for those businesses, there are companies that specialize in multiple areas of digital marketing and are here to help businesses out in this evolving digital world.