What’s Next in Digital Marketing
What’s Next in Digital Marketing?
The Internet and the arts of Digital Marketing innovate and change at breakneck speed.
It’s a field where not keeping up is effectively punished. It’s not just the expectations of consumers that changes, it’s also that users are viewing on different devices, have evolving concerns like privacy and fraud, and expectations due to fashion, but the industry has to adapt to search engines like Google. Google is taking into account this change and as such is helping to direct it, turning a nice-to-have innovation into must-have.
Digital Marketing – Some Leading Trends
Here is a short run down of some big changes that SEO and PPC pro’s should think about adding to their package.
1 – Responsive,
well designed, fast websites. We talk about this one a lot, so we won’t go into it further here.
2 – The Video Star.
Video is such a major generator of traffic now and the growth in it is huge. Video ads and content is great in theory, but potentially expensive. However, with a bit of nous, you can do it effectively and cheaply. A simple approach is to make ‘how to’ guides, as many suggest in the industry. A ‘how to’ guide can be inspired by user search queries that end up on your ads or your site. You can link this directly to your service.
3 – Security. HTTPS
websites encrypt important information, like credit card details, that is obviously a reassurance for visitors. Google has made it a mild ranking signal so you will currently get a small SEO boost from this. But Google is adding it to AdWords, where it will open up additional options in the future. HTTPS is not just about user security – it gives us access to analytical information that is stripped away on an HTTP site, so we get more referral information for example. Of course, this is helpful in knowing what is driving traffic and where to focus. It’s bound to become more of a requirement in the future.
4 – The Modern Landing page.
What users want is clarity, freshness and trustworthiness, and above all, convenience from the landing page. Your landing page needs to be designed around internal search and link following activities to refine relevant information/products, and it needs to be almost OCD on the detail and presentation, striking a perfect balance between clarity, positive simple message, and further information and options. But you may not have thought about a simple innovation – Live Chat. A prominent, friendly Live Chat box the themes into the page well can convey trustworthiness and freshness just by being there. It should significantly reduce the bounce rate from that page, for interested customers.