2016 was a big year in digital marketing. Mobile use continued to
grow. We now have more data about what types of customers are using what
platforms, and when. Social and mobile messaging apps offered new and
different ways for businesses to reach customers. And search engine
optimization, directory listings and online reviews played a larger role
in getting businesses to show up in search results.
As the ways businesses can reach customers, analyze data and target
results continue to evolve, marketers must constantly keep up with
trends to stay in-the-know and get the most out of their marketing
efforts.
1. Cross-device marketing optimization
Cross-device marketing optimization comes down to knowing your customers and how they are using different devices. While mobile use continues to grow, that doesn’t mean businesses can or should forget about laptops, desktops or tablets.
Younger customers, and people looking for immediate information (“near-me” searches) are likely searching from a mobile device, while older demographics and those doing more in-depth research about a product, service or company may be accessing information from a laptop, desktop or tablet. Businesses should use customer demographics, analytics and insights about the customer journey to get the most out of cross-device optimization.
Vivial recently updated our own website to help us better leverage our understanding of this trend. Visitors accessing www.Vivial.net on a laptop or desktop computer will experience a much different look and feel than visitors coming from a mobile device. By doing this, we are able to give laptop/desktop users access to more detailed information about our products, services and resources, while our mobile-friendly site provides clickable links to what people are looking for most, such as how to contact us and how to get started using our tools .
Younger customers, and people looking for immediate information (“near-me” searches) are likely searching from a mobile device, while older demographics and those doing more in-depth research about a product, service or company may be accessing information from a laptop, desktop or tablet. Businesses should use customer demographics, analytics and insights about the customer journey to get the most out of cross-device optimization.
Vivial recently updated our own website to help us better leverage our understanding of this trend. Visitors accessing www.Vivial.net on a laptop or desktop computer will experience a much different look and feel than visitors coming from a mobile device. By doing this, we are able to give laptop/desktop users access to more detailed information about our products, services and resources, while our mobile-friendly site provides clickable links to what people are looking for most, such as how to contact us and how to get started using our tools .
2. Darwinian advertising
This may sound like something straight out of science fiction, but
it’s actually nothing new. The use of artificial intelligence (AI)
algorithms have been used by Google AdWords to associate the user search
query with advertiser keywords.
What marketers can expect to see from this trend in 2017 is AI
algorithms being used beyond words to optimize other creative components
like colors, fonts and copy. Reactions and real-time feedback from
customers will play a huge role in this “survival of the fittest”
digital advertising concept.
3. Facebook Live video
Much has been written about Facebook Live since it was introduced
earlier this year. And with good reason: Facebook knows that users watch
100 million hours of video every single day. Now Facebook gives users a
way both watch and stream live video on their own social media
platform.
Facebook Live is an easy-to-use tool for businesses of all sizes to
increase engagement with their followers. These videos can be a great
compliment to an existing social media strategy by putting a face with
the brand and giving users a better understanding of products and
services. Businesses can use Facebook Live to broadcast events in real
time, demonstrate how-tos, and give a “behind the scenes” look at the
people behind their company.
4. Mobile messaging apps
Mobile messaging apps like Facebook Mobile Messenger, WhatsApp,
Snapchat and WeChat are seeing huge growth. And mobile messaging, just
like mobile use overall, is especially high with the 18-34 age
demographic.
While mobile messenger apps at this time don’t have the opportunity
for paid media opportunities, businesses are starting to catch on to
this emerging channel and coming up with creative ideas to incorporate
mobile messaging into their marketing strategies. Examples of this
include retailers providing product recommendations and taking orders
directly through the app, and service providers allowing customers to
use mobile messaging apps to schedule and check-in to appointments.
5.Conversion rate optimization (CRO)
Many companies are already doing a form of conversion rate
optimization (CRO)—a fancy term for tracking how many visitors to a site
convert to customers. As businesses continue to try and get the most
out of their marketing budgets, CRO will become increasingly important
to generate more sales without investing money on “fluff.” Read More ....
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