Internet Having Impact on Marketing
The way in which information is shared has been drastically altered by the Internet, which has had a profound impact on marketing. Over the past few years, there has been more of a shift toward inbound techniques, while many outbound tactics have become outdated. More businesses are finding success publishing original content rather than embedding advertisements within external content, because of the additional benefits these tactics offer, such as branding and audience growth.
Look for Content Marketing to Boom
Companies are establishing authority and gaining trust with consumers by consistently creating valuable content through a variety of channels. This typically involves relevant industry information that provides insight or entertainment to an audience. Doing so allows a company to steadily build rapport with its demographic and develop a loyal following. According to the Content Marketing Institute, the top content marketing strategies are social media, articles on a business’s website, eNewsletters, case studies, videos and articles on other websites. By using one or more of these channels, businesses are able to build a positive reputation within their industry. This trend suggests that marketing to the masses through techniques like television ads and radio ads are becoming less effective. Instead, it’s better to concentrate on inbound marketing, by producing valuable, engaging content designed for a specific audience.
More Diversity Required by Social Media Marketing
Social media sites are omnipresent and have seen great surges in popularity. These sites have provided businesses with a plethora of new options that allow them to produce engaging content in a variety of media forms and build their audiences across more channels than ever before. Consequently, it has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of consumers. This diversification seems to prove fruitful for many companies because it often builds brand equity by making it easier for consumers to recognize a particular brand.
SEO, Social Signals Becoming More Intertwined
Since the goal of Google and other search engines is to provide users with the most relevant and highest quality content possible, it makes sense why they would factor in the number of social shares that a blog post, article or product page receives. The more people that are sharing a piece of content, the higher quality it’s likely to be, and therefore its position should increase within the search engine results pages. It’s no coincidence that the top-ranking search results tends to have lots of social shares, while those ranked lower have fewer.
Besides this, social shares can serve as a stamp of approval for visitors landing on a page. If they see that it has hundreds or thousands of shares, it’s likely that there’s something of value. That’s a big reason why so many businesses are installing social share plugins and encouraging consumers to share as much as possible.
Content Must Be Accessible to Mobile Users
It has become obvious that the use of smartphones and tablets is widespread. As a result, it’s necessary for companies to create content that’s accessible to mobile users. According to some sources, 87 percent of connected devices sales by 2017 will be tablets and smartphones.” Whether it’s creating an alternate mobile version of a website or utilizing responsive web design, it’s important to provide a positive experience to users that are browsing via a mobile device. Otherwise, it’s easy to lose customers to competitors who have adapted to this trend. As the shift from traditional PCs and laptops to mobile devices continues, businesses that aren’t on board are likely to suffer.