Digital Marketing Trends in 2015
2014 was another great year for digital marketing and a revolutionary one for mobile. Social media usage grew in the millions, and mobile has overtaken desktop with its potential, yet the fast-paced digital world sees changes faster than marketers can sometimes keep up with.
It’s not just thinking ahead to February, but all the changes the next 365 days will bring. So how can you be prepared for the new year?
Social media will become a vital digital marketing tool
By now, it’s gotten to the point where if a brand isn’t on social media, it’s surprising. But just because a company is using social media doesn’t mean they are using it well. 2015 promises to see an increase in ad spending on social media, as well as its integration of marketing strategies. Brands will also be forced to change their marketing strategy based on their industry. Facebook-centered marketing is not the best choice anymore. Instagram has officially surpassed Twitter based on active monthly users while Pinterest is also gaining more traction and seeing the highest average use time.
Responsiveness is key
It’s time that all businesses come to recognize that the predominant method for using the internet is no longer desktop computers. Stop thinking mobile first; start thinking mobile only. While mobile first is itself revolutionary enough, mobile only is almost unheard of. 80% of social network users will be using a smartphone to access their social networks in 2015, in addition to the majority of social network usage already occurring on a smartphone in the first place. It’s important to think of mobile only because it is easier to expand material to fit a desktop than it is to squash material to fit a smartphone.
Content marketing still on the rise
As businesses have expanded across different social networks and aimed to become better known in the digital space, content has become a vital part of digital marketing. In 2014, we saw that no longer does a quick paragraph jotted down onto a website suffice as quality–or even mediocre–work. But 2015 will be the year where with content, less is more. Because so many companies have greatly increased the amount of content on their sites, it is now time to calculate the efficacy of each word that is posted. Does this blog truly represent your brand or provide something your users can use? If not, don’t post it.
Right-time digital marketing will overcome real-time marketing
We all know about the famous Oreo Super Bowl tweet of 2013. It’s widespread acclaim redefined social marketing and since then, brands have done as much as they can to coincide with real-time events (while occasionally stepping over the line). But just as with content marketing, as soon as one company did well, millions followed. Now the likelihood that your brand’s tweet will be seen in the influx of posts in the Trending on Twitter area is far and few between. Instead of working to spin out a social media post as soon as something happens in the news, focus on delivering your message at the right time.
Social media’s biggest flaw is determining ROI
It’s been demonstrated that social media use is vital for businesses, but no one has quite figured out how to measure its influence just yet. Follower counts, likes or retweets are great, but are they gaining you traction in the market? Set aside some time to choose the metrics you want to focus on so that you have proof your social content converts. The last thing you want to do is spend time crafting only to send your social media posts into a black hole. Will Facebook work best for your company? Figure out if it’s worth it.
Technology advances need a bit more time
2014 buzzwords included things like “wearables,” “the internet of things” and mobile payments, but businesses may want to hold off on changes right away. Wearable tech still has a lot of changes that need to be made, while the internet of things is still in unreachable price ranges for a large amount of people, in addition to an increase in negative sentiment regarding the cloud after a year of hacks. Mobile payments also have a bit of time before they take off, with so many different mobile payment platforms that only certain businesses have integrated with. 2016 may be the year to change.
While these may only be guidelines or speculation about what the future of digital marketing may hold, 2015 will definitely be an exciting and fast-paced year if it is anything like the past 365 days. Keep your eyes peeled for the next big thing the business industry may not even know about yet. Welcome to 2015!