2013 was a pivotal year for digital marketing, and 2014 will be a year of rapid growth. If you wish to keep at the leading edge then we believe that you should focus on the key growth areas: content, including image and video; social media variety; responsive design and location based marketing.
1. Content will still be king
Valuable content will become even more valuable in 2014, and poor content will become an ever increasing burden. To an extent these moves have been prompted by significant changes that Google has made to its algorithm; certainly Hummingbird ruffled feathers in the world of SEO; but these changes are to be welcomed and provide real opportunities for quality content marketing.
Valuable shared content is the best way of engaging with your clients, gaining their trust, and building your brand reputation. It has long been said that quality is king; long live the king.
2. Image and video content will shine through
It is said that a picture is worth a thousand words, but we think that is an understatement. Today people are bombarded with so much data that they can find it overwhelming. If you want to get your message across, then it is critically important to engage and communicate with your clients quickly and effectively while you still have their attention. The best way of doing that is with images and video content. Words will continue to be important, but images and video have a more immediate impact and should be a key element of your digital strategy.
3. Social media variety
Social media is a crucial aspect of digital marketing, but the social media landscape is undergoing a seismic change. Facebook, Twitter and LinkedIn are still very important, and the imminent demise of Facebook is very much overstated, but social networks such as Instagram, Snapchat, Tumblr and Google+ are becoming increasingly influential and new alternatives are winning over the younger generation.
Any brand that fails to adapt a diverse approach to social media marketing will be left behind. Not all networks are appropriate to all brands, so it is essential to understand and monitor the landscape at a deep level in order to optimise your digital marketing strategy.
4. Responsive design is the norm
Responsive design might have been considered optional in 2013, but not in 2014. Today you can assume that all of your customers are always connected and use multiple devices; serving them up with anything other than responsive websites and emails is no longer an option. But responsive design implies much more than just using CSS media queries to squish up websites and emails, it also begs questions concerning your content.
Responsive content is an option, but is it the right option for you? Do your customers need the same information on every device, and should they decide or should you? These are important questions that are critical to your whole digital marketing campaign.
5. Location based digital marketing
Location-based marketing facilitates brands to engage with consumers at the right place and the right time, and thus deliver the optimum message and experience. Potential clients are always on the move, but there is a plethora of new technologies that together aid digital marketers to hone their content, services and address real time customer needs by their geographic location. This type of marketing is growing rapidly and is expected to reach 6.5 billion Euros by 2016.
Does your current strategy embrace these trends for 2014? If not, then perhaps you need to take a fresh look at it. If you would like a second opinion then we would be pleased to give you a free 30 minute digital strategy review.
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Jason is the Founder and Managing Director of Copper. He’s an Australian by birth but now lives in London with his wife and 4-year-old son.