It is not uncommon for new trends to emerge during the year in the online marketing world. Technology and consumer trends are the two forces that drive the direction of the virtual market. Let’s take a close look at three of the most popular online marketing trends of 2016.
Apps (Applications) aren’t new, but they continue to gain more popularity as time progresses. Some experts strongly believe that apps will replace traditional websites in the future. Google’s App Streaming service gives consumers an opportunity to try certain apps without downloading them to their cell phone. It is also worth mentioning that well-known social media platforms are working hard at giving their users quality app-based experiences.
Top technology and content marketers are now starting to understand the value of personalization when it comes to proper content distribution and user adoption. Online giants like Google and Facebook are releasing tons of audience targeting features. This helps savvy advertisers and content publishers establish a strong relationship with their targeted audience.
Diversification with Marketing Strategies
Marketers are now finding it very difficult to secure conversions with one marketing strategy. Each marketing strategy has advantages and disadvantages. For example, Search Engine Optimization can provide positive results, but technological advances can hurt marketers in the search engine rankings. Marketers are now adding more sound marketing strategies to their arsenal.
New trends in the online marketing world will continue to take place over time. Consumers and technological advances will always control the virtual market.
As 2016 wraps up, online marketers are assessing their marketing campaigns’ strengths. The trends this year include an increased use of apps, mobile and wearables. However, some traditional online marketing strategies have gained momentum. Forbes contributor Jasyn DeMers notes that online reviews and ratings are accelerating the buying cycle. Potential customers are more likely to head to a shopping cart when they gain the information they need quickly. That information includes product recommendations and details. Once customers have found the information they need, they are quicker to buy. DeMers states that marketers should increase access to reviews and rating archives. Opening up the archives allows customers to easily access what they need. With quicker decision making comes an accelerated buying cycle.
This quickness is also successfully leveraged through additional strategies. Hybridizing social media with ecommerce, as can be seen in Pinterest, means that consumers can see a picture, read a review and purchase without having to overcome unnecessary pain points. Conversions are also increasing. Offering simplified sign-ups, complete with incentives like free downloads, has proven effective throughout 2016. This kind of customer-centered delivery has become the norm. Deviating from it, or failing to adapt to it, can lead to lower conversions, lower sales and an overall inability to remain competitive.
DeMers suggests looking over your targets and determining if you need to tweak your 2017 strategy. Even if you met all of your goals, keeping pace with consumer expectations will enable you to retain the customers you have already won.
Those who can truly classify themselves as online marketing professionals have some rules that they live by for the most part. These are things that have been learned through trial and error or simply from the experiences of those who have gone before them. Therefore, these are certainly lessons worth taking to heart for anyone looking to use online marketing.
I Focus On Just One Marketing Avenue
You will not hear a professional online marketing say that they focus solely on one particular avenue for marketing online. While you may think that this would make them sound like more of an expert on the particular avenue that they are pursuing, the reality is that they are actually showing how limited they are in terms of changing or adapting to the ever changing Internet. It is not something to be applauded but rather something that should be a red flag.
Whatever avenue they are pursuing today could become the latest passing fad on the Internet tomorrow. If that happens, then all of the experience and knowledge they have built up about that platform will be lost with it.
Ignore The Advice Of Others, Go With Your First Instinct
This advice is so wrong that Forbes has a whole paragraph dedicated to why online marketing experts would never say such a thing.
Many who try online marketing may fancy themselves wiser than the rest of us, but this is probably not the case. They simply have made the foolish mistake of only listening to the ideas swirling around in their own mind. That is problematic because they are then not taking the time to consider the weight of the ideas that others may bring to the table.
Don’t Focus On The Numbers
Wrong wrong wrong. You must focus on the numbers and all of the data that can be collected. Every bit of it is valuable in some way or another. How Internet users react to various marketing campaigns explains how well (or poorly) those campaigns are doing. To say that this is not useful information is to be willfully ignorant. There are far too many upsides to looking at the data to just ignore it and move on. Marketing experts always want to know how they are doing and how they can improve.