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If 2014 taught us one thing, it’s that simple messages and simple solutions to digital marketing aren’t enough anymore. To achieve a deeper connection with your target audience, your digital marketing strategy needs to engage on more levels, both online and offline. An increasing amount of customers will expect to access and consume information across more channels, platforms, apps and devices, and seek for the brands and companies with the “best answer”.
So what are some of the things that are important for achieving digital marketing success in 2015? Here are 5 predictions:
1. Content Will Continue To Rise
Content will continue to be paramount to a company’s success in the saturated digital space. An emphasis on helpful, informative, and engaging content is vital to in 2015 as Google continues to become smarter in connecting related search queries. Publishing your content will not merely be enough either, companies should focus on a distribution strategy, to extend beyond a company’s social media and website, and include review sites, SERPs, and more.
2. Mobile Will Take Over
Well over 60% of online traffic now comes from mobile, taking over the desktop PCs and laptops. Apps made up of 47% of Internet traffic in the United States in January 2014 (CNN, 2014). That’s not a big surprise given the huge impact mobile has had in the digital marketing industry for the last 2 years. In 2015, digital marketers will be better prepared and equipped to plan and execute mobile marketing strategies.
3. Integrate, Integrate, Integrate
Marketing channels will become less siloed – search optimisation, social, content teams within companies will become more integrated and connected. Companies will start to pay attention and put less emphasis on individual tactics, and more into overall customer experience leading to a multi-channel attribution modeling. The full conversion pathway and customer experience will be mapped out and understood better as marketers begin to have a clearer picture of how customers interact with their brand before and after converting.
4. Laggards Will Finally Adopt – Or Risk Being Left Behind
More executives will embrace digital marketing as they can no longer ignore social media and mobile marketing as a key success factor. They will begin to learn to integrate these tactics into their marketing campaigns as they come to accept that digital is here to stay.
5. Brands Will Have Human Voices
Gone are the days where Company A is targeting X, Y, Z as their audience. Customers are more savvy online, and having a human voice that is non-automated or pre scripted will be key to the success in your interactions online. We’ll see more marketers incorporate human-speak (humour, images, and video) into their messaging.
This article by Kerrie Hui was originally published on LinkedIn Pulse.
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