Adam Fridman
Many companies embrace the changing over of the New Year as an opportunity to reflect on their achievements, highlight their weaknesses, and plan for the next 365 days. Digital marketing trends are no different and require a heavy dose of tracking, monitoring, and insightful analyzing. Here’s a look at the major digital marketing trends of 2014 and how you can use them to inform your 2015 marketing strategy:
What Will We Remember 2014 For? The Same Important Things For 2015
As it turns out, 2014 digital marketing trends provided a great training ground for 2015 trends. The same things that were important in 2014 will turn out to be incredibly valuable to companies in 2015.
Mobile-Friendly Content In Every Industry
Mobile-friendly content was one of the huge digital marketing trends in 2014. Unfortunately, many businesses haven’t fully grasped this fact. According to Exact Target’s 2014 State of Marketing report, 42 percent of respondents said they ‘rarely or never’ use mobile responsive design for their business emails. Even more alarming, 24 percent of respondents also said that 31-50 percent of their subscribers opened their emails on a mobile device.
Clearly there is a disconnect between what marketers know about the importance of mobile, and what they’re actually doing. As we head into 2015, your website content must be mobile-friendly. Morgan Stanley analysts say that mobile will surpass desktop usage by 2015. With people constantly on the move, more and more people have started using smartphones and tablets for browsing the Internet and purchasing products. Having a mobile-friendly site is crucial for a businesses success.
Ad Retargeting For Every Customer
Ad retargeting was essential for 2014 and will be even more important next year. Retargeting is the process of drawing customers back to your website through pay per click ads with custom tracking. This technology can boost ad response up to 400 percent, making a clear case for using retargeting services to boost your conversions.
We now have the technology to run personalized, targeted, and relevant digital marketing campaigns, and your customer expects nothing less from you. As more companies seek to personalize their campaign efforts in the New Year, ad retargeting companies like AdRoll will boom.
Honest, Effective Content Marketing
Finally, content marketing will roll smoothly from 2014 to 2015. The same solid relationship-building process of giving something of value such as a blog post or a social media posting to your audience will continue to speak to customers during their buyer’s journey. Creating this content will help build authority and trust among your current and potential customers.
But, be careful! A frequent content marketing challenge is that some businesses will lose sight of how their content marketing plays into their overall marketing strategy. Stay mindful of how content creation plays into your overall goals for your business, or you’ll find yourself investing your marketing dollars in repetitive content assets.
Each of these powerful 2015 digital marketing trends speaks to a central need within your customer: the desire for the truth and transparency. Customers want the real story, not made up marketing fluff. In order for company to separate and differentiate themselves from all the companies doing the same thing, they will need to create a brand and stand for something that is meaningful, emotional, and important to their consumers. The companies that are truly transparent and who differentiate themselves with original, unique content creation will dominate their industries in the coming year.
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