- Content is king
Editorial content is more desirable than ever, gaining
increasing exposure on website homepages instead of simply being
side-lined. With the release of Google Hummingbird in 2013, marketers
have recognised the value of implementing high-quality, relevant, and
original content in order to rank more effectively across search
engines.
In 2014, brands using content simply to gain links will
be penalised by Google - instead, marketers can succeed in gaining a
combination of the best reach, discussion, and quality of links to
further their SEO campaigns by producing great, genuine content.
Another
strategy is producing engaging images and videos which have become
effective as the go-to viral tactic. In 2013, we saw lots of content
being produced with images -.gifs, infographics, and memes - with brands
getting creative with the delivery of messages, and this is set to
continue into 2014.
- "Human" companies
In the coming year, we'll see brands take a greater
interest in optimising the customer journey for their core audiences.
One thing that is often ignored by agencies is to remember that brands
are powered by humans! It is, consequently, important to show a human
side wherever possible, be this via social media platforms, branding,
web copy, or blogs. Consumers don't respond to a corporate machine, but
instead to a more relatable human voice with character. Personality is
key!
- Less is more
Design is pivotal to digital marketing in 2014. The
fashionable 'flat' look that is currently flourishing lends itself to
simplicity, which in turn affects user interaction. Less on the page is
far more appealing to the user, and makes the page's content much easier
to digest. Watch out for an elimination of clutter on the page and more
blank space, which is only going to become more apparent in the coming
year. With smartphones and tablets taking over the world, a desire for
simplified sites with large buttons that are touch-friendly are now in
demand more than ever.
- Mobile marketing
Thanks to the widespread use of mobile devices, in 2014,
marketers will have to ensure that the brand experience is the same for
consumers on a smaller screen. Location-based marketing is set to
flourish, with real-time location data collection possible through
smartphones. This kind of marketing provides an opportunity for brands
to enhance their customer offering, with high street brands now able to
deliver store-specific content and transport operators sending content
in a quick and succinct way to passengers on the move. In 2014, mobile
e-commerce is set to grow exponentially.
- Advertising space
With Facebook and LinkedIn having both moved sponsored
ads into the newsfeed in 2013, we can only expect to see a continued
generation of ads attempting user engagement. In 2014, brands will
invest even more money in getting ads displayed on social networks, and
with Instagram's recent introduction of ads, opportunities are ever
growing. With an even wider range of platforms to choose from to promote
their brands, social networks are an exciting way for companies to
understand how they are perceived.
- Real time engagement
Attention. That's what companies are after. They're
always looking for methods to intensify their speed of interacting 'in
the moment' as they aim to reach their consumers in a novel manner to
stand out from the rest. Conversational posts on Twitter and Facebook
full of colloquialisms and humour are an excellent method of creating
conversation with audiences, and this is only going to increase. Visual
influencing is also set to boom in 2014 with apps like Snapchat and
WhatsApp vying for the top spot as the main communication channel for
sharing moments.
By Christian Goodrich
What Does 2014 Hold For Digital Marketing?
![What Does 2014 Hold For Digital Marketing?]()
Reviewed by fashion
Published :
Rating : 4.5
Published :
Rating : 4.5
No comments:
Post a Comment