The digital marketing landscape is continuously changing. Don’t be surprised if the emergence of digital continues to grow in 2016. Here are six digital marketing stats that we’ll explore that are predicted to impact this year. Here are some trends for you to be aware of in order to stay ahead of the competition.
Mobile Use Will Overtake Desktop Use
In 2015, Mobile use officially dominated desktop use in Google Searches. More people are using mobile for surfing the web, emails, and content. It’s no surprise that internet usage on mobile devices accounted for 51% of time spent each day with digital media.
The importance of this trend is clearly illustrated by Google’s algorithm update which actively penalizes websites that aren’t optimized for mobile with a lower search ranking. (Remember Mobilegeddon back in April 2015?) The rule of thumb should be to be mobile first, which means testing your creative on a number of different screen sizes and utilizing responsive design on your website and landing pages. Don’t get left behind. Use Google’s mobile-friendly check to see if your page is, in fact, mobile friendly.
Video Ads Will Dominate
Though video advertising is not new, video ads, especially online, will be gaining even more popularity 2016. Search engine results pages (SERPs), like Google, will soon begin to include video advertisements, which will justify this marketing trend. Facebook and Twitter have seen already seen growth in video. It’s not wonder you see more video content as users scroll through their feeds.
Consumers rely heavily on videos prior to making purchases. In fact, 96% of shoppers find videos helpful when shopping online. Youtube is also used by 1 in 4 shoppers while in-store, to search for videos related to a product they desire. Video will soon dominate the world wide web, with industry experts predicting that it will represent 79% of all traffic by 2018 — globally!
Digital Assistants Will Change SEO
With companies creating and optimizing digital assistants, such as Apple’s Siri and Microsoft’s Cortana, the SEO landscape is transitioning into responding to more conversational language and less “robotically”. Users are able to search using sentences we use in everyday language. People are choosing to speak to devices with simple questions and commands. You should consider the following strategy into your SEO/PPC campaigns:
- Make use of conversational language. Long form questions, long-tail keywords, and phrases will make your site more likely to show in search results.
- Focus on complex, niche content and stop focusing on basic information. Digital assistants flourish on retrieving basic information.
- Integrate more photos and video. Assistants need your visual content to satisfy search queries. Adding visual content will help optimize your site to accomidate the rise in digital assistant searches.
The Rise of Social Media Platforms
Social media cannot be denied as a tool for marketers. Marketing campaigns aim to connect with and bring value to consumers in real-time. You won’t see Facebook, Twitter, and LinkedIn going away soon but the new year will see the increasing popularity of Snapchat, Instagram, Vine, and Periscope as advertising platforms. Snapchat — the increasingly popular photos and video sharing app — is proving to be an excellent source for quick advertising in real-time. This is becoming clear by the growth of their brand-focused Discover feed where companies like Buzzfeed, Daily Mail, and National Geographic maintain channels of content that expire and are refreshed every 24 hours.
Content Remains King
Consumers are savvy, well-informed, and continue to crave information. It’s vital that your content should provide useful information that educates and encourages consumers to purchase from you. Data shows that 81% of consumers review products online and 61% read reviews before making a purchase.
It is no doubt that present-day customers utilize social media and other enaging content to make informed decisions. Continue to focus on developing content that answers commonly asked questions and addresses specific needs for potential customers. Be the answer your customers are seeking! This will ultimately help position you as a leader in your industry.
As 2016 progresses, consider how you can get a leg up on the competition by embracing these marketing trends. Be visible! Invest in your online presence and offer valuable and diverse content on multiple platforms to engage prospects and keep them thinking about your brand.