Keep Your Marketing Strategy Up-to-Date With These Key Elements
You don’t want to make the mistake of chasing every new development in digital marketing trends, only to find you’ve spent your budget with no leads to show for it. At the other end of the spectrum, you can’t ignore new marketing tools that are affecting trends in business growth. It is all a balancing act of what is trending and what works for your specific target audience.
Social media has dominated the digital marketing trends headlines in recent years, but email marketing remains one of the best ways to connect with certain target markets, despite turning the ripe old age of 40 this year. Here are a few trends that may be key to your marketing strategy this year:
If your site is not mobile-friendly, or if you’re assuming that your target market is researching your company on a desktop, you should shift your thinking. Smartphone usage is currently over 50 percent of online activity, up from less than 10 percent in 2012. Conversely, desktop use is dramatically decreasing, dropping from over 90 percent in 2012 to less than 45 percent currently. The environment demands that marketers take a mobile-first approach to advertising and website design.
If you run a local business, invest in location-based advertising, which is one of the digital marketing trends with a good return on investment. Location-based advertising tends to be relatively low-cost, but demonstrates a good conversion rate.
A couple of years ago, everyone embraced the benefits of combining text with images, but now the push is to produce video with text. That text is important, because social media settings mute your video by default, so you’ll want a way for your message to capture the attention of your audience. Plan to spend part of your budget on video, but digital marketing trends are particularly favoring live video. Use it to show the inside world of your company or to highlight your holiday party, but be prepared with a plan in case something unexpected happens. It’s live, after all.
Segmentation of Your Market
You have the data to do it, so don’t hold back on organizing your target market in segments for a better content approach. While you don’t want to go crazy segmenting until you’re marketing to tiny groups, you want your audience to have the feeling that you’ve written to connect with them in particular.
Keeping up with the latest digital marketing trends also involves recognizing a fad without staying power. At SJC Marketing, we have the expertise to sort the marketing tools that sell from those that don’t in order to make your brand a success. Make an appointment to talk with us about your digital marketing strategy.