Digital Marketing Trends of 2018 – Part 3 of 3: Technical.
This is the really important stuff. The bits you don’t see in action, may not even consider from a consumers perspective, but always see the effect of (even if you don’t realise it at the time). Here we cover the importance of staying up-to-date with SEO, what not to overlook when considering mobile users, and growing technological markets. These areas are the most likely to be outsourced, as they usually require specialist attention.
SEO is the heart of digital marketing, so much so that this piece last year solely focused on SEO trends of 2017, and we could do the same again. Whilst official numbers can be hard to find, in 2016 Google reports between 500 to 600 changes to its search algorithms yearly. We would expect that number to double by the end of 2018 with newer technologies and capabilities within SEO advancing. Stay on top of your research, keep up-to-date with news around SEO, and most importantly, read the updates and change your campaign(s) accordingly. Unless you’re number one for SEO for your industry, don’t be scared to research and play with your campaign to see what works and what doesn’t. Always monitor your analytics, ensure your keywords are apt and capture the entirety of your audience, and offer consistent, quality content. Despite all the new ways to digital market your business, 2018 is not the year to neglect SEO, as it is often the deciding factor for a consumer – they are far more likely to buy from the first website they look at than the second or third – they probably won’t visit a fourth or fifth at all.
If you clicked on this post from Facebook, around 80% of you are currently reading this post on mobile (apparently), – that’s why everything on Facebook is mobile optimised. On top of that, Facebook claims that mobile advertising represents 80% of their total advertising revenue. This demonstrates that businesses know consumers spend a bulk of time as potential prospects on their phones, which was not the case 5 years ago – otherwise they wouldn’t be spending the volumes of money on advertising through this stream. So if you don’t have a mobile optimised website, you’re not hitting the design element mentioned above, your website won’t be ranked as highly by Google for mobiles, and you’re losing customers. At Damteq, all of our websites are optimised for mobile from day one. It’s easy to oversee a gadget you use more in your day-to-day life as a powerful marketing tool, but when you think about it, it’s a no brainer. Keep mobile in mind for all images and videos you use, and ensure you have an equivalent in place for mobile, or that the graphic acts as you want it to (i.e. hidden, reduced in size, different image etc).
Rise of the AI
Think a little less ‘Skynet’, a little more ‘Deep Thought’ of marketing. Last year, data was referenced as being the most valuable resource, overtaking oil. We are well and truly in the ‘Data Economy’. Data is collected, collated, sold and resold in vast volumes at exponential rates. In fact, due to regulation you can request to see ‘your data’ (data collected about you), from apps and websites to see the depth and detail of the data collected. What does this mean from a marketing perspective, though? Well, we know that companies like Facebook and Google share data to improve marketing relevance – if you go onto a website, or Google a service and don’t commit to the buy, you’ll often find similar services/products (if not the same), as paid advertisements in your Facebook feed. This works across the internet; expect to see relevant YouTube videos and paid advertisements on many entertainment or news websites. Whilst it’s easy to be spooked, think about how effective this can be for your business. You may feel that you are already investing money into one form of digital marketing, and you may struggle to see the point in investing in another, similar platform. However in doing so you are ensuring that your advertisements have access to the widest possible marketing networks and therefore have a much greater chance of being relevant to those who want your services and reaching them consistently. This is your best chance of securing a return on investment.
This is the end of our 3 part blog series on our digital marketing trends of 2018. With new technologies presenting themselves to the world at a faster rate than ever before, we have no doubt that this list will look vastly different next year. With that in mind, businesses have less time to hesitate than ever before and need to race to master the new technologies. Doing so can allow you to reap huge gains through growing your client base and business at a never-seen-before rate. If you missed part one on Design, you can find it here. To read part two on Social, click here.
If you want to find out more about how to use the trends discussed in this blog series, you can read more about how we do what we do here. Or get in touch and speak to one of our digital specialists today about what you want to achieve, and we’ll help you get there.