New Digital Marketing techniques are constantly changing the way advertisers compete with each other and reach their target demographic.
With a surge of new technology and a better understanding of consumer behavior, the following trends are sure to move metaphorical marketing mountains in the coming year.
Mobile has won. Each quarter, mobile devices, including tablets and smartphones, are used by more and more people. Consequently, advertisements, websites and online sales are getting more traction on mobile channels. Marketing budgets are expanding or being reallocated to fit the needs of consumers. This doesn’t mean traditional online advertising should cease, however. Approximately 30% of internet users go online via PC while 57% are considered cross-screen users, meaning they use PCs, smartphones and other mobile devices for internet use. Still, considering email opens on a smartphone increased by 80% in just the past year, advertisers and consumers alike should expect to see mobile usage top the charts in the coming year.
Video ads are growing in popularity as people seek information and watch media online over television. Interactive video ads are the next big push for YouTube, Hulu and other video sites. These ads will include new features such as links, information fields, and even touch options for touch-capable devices. On their own, video advertisements increase conversions on landing pages by 86%. Couple this with interactive ads that incentivize viewers to engage with the offer and they become that much more likely to generate a sales lead.
With the evolution of mobile applications, advertisers utilize location services to access information about consumers in real-time. Customers receive advertisements via apps, banner notifications, text message and email on their mobile devices. Brands such as Groupon and GasBuddy recognize the location of a user and send them area-specific offers. Although these advertisements require consent from the user prior to display, they also increase the likelihood of a sale given that the offer is relevant to the user in the very moment they view it.
Social media sites have revolutionized the way advertisers create brand awareness. Whether voluntarily or by incent, consumers constantly share, like, +1, retweet and repost advertisements they see online. In some instances, a company will offer a discount or enter the user into a drawing; in others, people are merely impressed by or supportive of what they see. For customers, it’s a way to feel closer to their preferred brand; for advertisers, it’s free marketing. When a user shares an advertisement with their followers who may not have seen it, a domino effect starts and soon enough the exposure grows exponentially. Similar to a video going viral, a customer base can spread the word about a brand like wildfire.
The above are only a few of the trends to watch for in 2014. Technology and widespread internet usage have catapulted the growth of digital marketing methods and this year will likely be the biggest yet.
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