2015 has been a great year for digital marketers and for early adopters in technology space it has been one with lots of experiments. The idea of the article is to share the Digital Marketing Trends that I believe have been shaking up the game so far in the year.
Content to Context:
Context is the new way of publishing, distributing and promoting content. Without the right context, you never hit the right notes with the audience. Search engines have moved from indexing content/information to understanding the context of the information published. Search engines also refer to this as semantic search.
Semantic search aims to improve search accuracy by understanding searchers intent and the contextual meaning of terms as they appear in the searchable dataspace, either on the Web or within a closed system, to generate more relevant results. Understanding context helps search engines to show better search results on the internet and search assistants. For Google mobile made up for half of the traffic with 48 percent coming from mobile.
Questions work better on search assistants like Google Now, as voice assistants provide an accurate response in the presence of information. Publishers are using structured data to highlight content on web pages to help search engines understand what certain words relate to like reviews, knowledge graph and more. Schema.org has a shared vocabulary to understood by search engines to help publishers with their structured data efforts.
“If Content is King, then Context is God.” – Gary Vaynerchuk
Advertising becomes non-intrusive:
People don’t like viewing ads what they like is reading content/information that is of value to them. The industry is evolving, and we are beginning to see new digital ad formats emerging.
Native advertising is a new form of online advertising where the advertisement matches the structure and function of the platform where it appears. Native advertising has existed in the print form regarding advertorials. Copyblogger has few great examples of native ads. IAB has also released a native advertising playbook to provide advertisers with more understanding of the format.
Discovery commerce offers a new way to retailers to reach customers as they are searching for the products. Unlike consumers who are shopping with a purpose what discovery commerce offers is the chance to move from discovery to purchase all at once. Discovery commerce also allows retailers to listen and refine its recommendations for customers. InMobi recent launched its discovery commerce platform called MIIP.
The Next Web also recently launched new ad format called Canvas. The publisher can place a full-page image or movie, in the background of an article. If the viewer is interested in seeing an ad they can click in the background and the main section will slide out of view.
“In advertising not to be different is virtually suicidal.” – William Bernbach
Automation powered by artificial intelligence:
Marketing automation has moved beyond simplifying tasks by automating but has gone ahead and personalized content for the target audience. Marketers want to predict conversions and interactions for each customer. Predictive analytics will become more precise, and automation capabilities will expand to simplify tasks further.
“I think every internet user likes personalization.” – MA Hauteng
Social for insights and more:
Brands are using social media insights to define buyer personas and to personalize content for the target audience. Paying close attention to your followers means to understand what their interests are? What matters to them? What type of content resonates with them?
Publishers can develop new ideas for content to be developed. Brands can understand which new markets need to be targeted.
“In the end you should only measure and look at the numbers that drive action, meaning that the data tells you what you should do next.” – Alex Peiniger
Designing for the future:
More and more brands are building websites/mobile sites with minimal text. Two notable design trends are the use of white space (Google.com, Dropbox.com) and parallax designs (Accenture.com, VirginAmerica.com). Even B2B brands are moving to designs with minimal text most recent example is Accenture. People don’t like reading through the text they would like a story or content supported by visuals to understand the topic/subject.
Many more trends are emerging in the web design space. Jowito Ziobro has mentioned 7 of them in her article on medium which is worth spending your time on.
“Great design is the foundation of a great business.” – M. Cobanli