A new year is upon us, and while that prompts some to look back, as marketers, we tend to always be looking ahead. That’s why this month we’re highlighting what we feel are the top digital marketing trends of 2015 and how they may affect your budget and your business now and in the future.
Studies show that mobile traffic accounts for about 30% of all web traffic. That number is only going to rise as the popularity of mobile devices – smartphones, tablets and wearable technology – grows.
Logically, the spending for mobile ads will have to keep up with the increase in use. People use mobile devices throughout the day and in various contexts, so ads will need to be targeted during longer spans of time and account for the consumer being at work, rest and play.
What’s more, the number of people who make purchases through a mobile device is increasing, demanding more businesses to have a fully responsive web site. Optimizing site content for mobile is also important, as Google has stated that mobile usability is now “relevant for optimal search results.” Finally, businesses are also going to have to start modifying their social media strategies to account for how their followers consume and interact with social media posts on mobile devices.
The use of video continues to widen, especially for marketing purposes to tell your brand story and display engaging testimonials, as well as in rich media ads and online video advertising. “Explainer Videos” show consumers how a product or service works in a much more detailed way than just text and images. Videos have helped increase conversion rates and can increase cart size by an impressive 174%.
Video will also affect your social media strategy. Instagram has been hinting at introducing more visual communication tools and features, while on Facebook, organic reach (free posts) is decreasing, forcing marketers to use paid ads. And what type of paid ads does Facebook promote and rank higher? Video, of course.
Retargeted ads – those ads that feature products a consumer has viewed online previously – are a type of dynamic ad that continues to thrive due to their ability to produce incredible ROI. The need for this level of relevancy will only continue to increase as 1:1 marketing becomes the goal.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, Instagram, and Tumblr, with the publishing industry quickly following suit.
Native ads work because they are more visually engaging and are viewed the same way people view editorial content. In fact, 25% more consumers were measured to look at in-feed, native ad placements more than standard banners. And consumers look at native ads 52% more frequently than banner ads.
Marketers are expected to spend 60% more on analytics in 2015 in order to gain a clearer picture of how the populace interacts with its products or services. The adoption of marketing automation technology is also expected to grow by 50% this year, allowing data to be obtained faster, easier and in more detail. Again, it’s all about engaging in better 1:1 personalized communication with the consumer, and using analytics to develop a single-profile view of the customer across devices, channels of shopping and social media platforms.
One common thread through all of these trends is the focus on the consumer. As always, knowing your audience’s preferences and behavior – and being able to respond appropriately – will lead to a long-lasting and profitable relationship. Need help planning for the months ahead? We can help you stay ahead of the trends. Contact us.