As the face of the internet landscape continues to change, so will the marketing practices regarding SEO, paid advertising, organic search, content marketing, social media interactions, and more. Regardless of the industry, the adoption and use of the Internet to provide information, increase brand awareness, and drive sales is going to increase.
Here are some of the big Internet trends that will continue to evolve in 2015 and how they affect industry subgroups.
Social media is part of a comprehensive marketing strategy for every industry in the market. Lawyers, nutritionists, fitness centers, and hospice care all need to have a presence on social media sites so that customers can find them. Social media is one of the best ways to make your brand seem real and accessible while encouraging conversations about products and services. Social media presence improves search engine rankings, maintains a company’s visibility online, and personalizes the brand. All businesses need to learn how to get on board with social media or be left behind in the coming years.
Having responsive web design will be more important than ever. More and more individuals are using mobile devices to access content on the go. If you want to remain relevant in your target market’s search, you’ll need to make information accessible to mobile devices. A representative from Ashford Realty Group hones in on this point by explaining that “94% of homebuyers start their home search online. Mobile marketing and internet marketing, in general, is critical for properly advertising client listings.” Many other product- and service-oriented industries are beginning to understand the importance of well-organized mobile marketing.
Have you ever visited a restaurant’s website to check out their menu and later found their ads on other sites? That is targeted advertising. It appears everywhere from your Gmail inbox, to your social media pages and your favorite news site. Ads that are designed to specifically reach out to site visitors encourage more visibility and higher conversion rates. Use targeted advertising with vivid pictures and short text to make the most of your impact on viewers.
All industries benefit from directing advertising to those who have already expressed interest in a product or service. The real estate industry, in particular, can use targeted advertising to continue drawing in potential homebuyers who have expressed interest once before. Similarly, the retail industry can push new products out to the market with targeted marketing efforts.
SEO and Content Marketing
These two concepts have been joined at the hip for at least the last year. Marketers are finding that premium content with the right amount of keywords and link usage promotes higher search engine rankings. SEO will continue to be the technical side of improving site visibility, but focusing on quality content will make a difference in how a company is ranked. Instead of sites that are layered with pages, streamlined content that is succinct and rewarding for visitors will become more common. Look for service industries like legal and financial services, in particular, to use content marketing to promote services based on research and real success stories.
Infographics, video, and pictures will be heavily, but carefully used in mobile marketing. Look for vivid picture backgrounds with semi-transparent content overlays, as technology catches up and makes loading graphic-heavy content easier. Infographics will continue to be top choice for visually representing statistics and quick facts. Webgraphics will also rise, allowing a site to become a clickable infographic. Video content is one of the fastest ways to spread information, and more video will be used in all industries.
Industries focused on waste reduction, like green companies and large manufacturers, will benefit from infographics. Healthcare and food industries will see a rise in video use to project ideas and success stories. Look for realtors who use infographics and videos to promote their homes.
Social media sites like Twitter make it possible for media personalities to multitask. Tweeting relevant information from world-renowned events like the Oscars or a new product launch event will engage potential consumers on the spot. They will be able to interact with a product or service representative in a real-time, meaningful way. Any company that jumps onto a viral trend or a current event and makes the most of it could see a spike in visibility and conversation rates for weeks after the event.
A diverse range of industries will find ways to interact with the market in real time this year. From the snack industry marketing to estate sales, you’ll notice an increase in the use of Twitter and other social media sites to interact with the market and promote events as they happen.
Incorporate New Trends into Your Marketing Strategy
A comprehensive marketing strategy isn’t just about finding ways to integrate all the new trends. It’s about finding the ways that work for you and improving them. While some trends, like the increase in mobile use will become foundational for marketing strategies, other trends can be used as your company sees fit.
Regardless of your industry, there is an appropriate way to engage on social media. There may be some social media sites that are more relevant to your market than others. The concept of fluidity is similar for all the trends: use what works. That is one of the great things about the internet marketing of the future. Your company doesn’t have to follow the line of what has been done before. The year 2015 is a time to break away from tradition and use the internet marketing trends that work for you.
This article was written by John Rampton from Forbes and was legally licensed through the NewsCred publisher network.
To learn more about marketing your business, check out these articles from the Business Owner’s Playbook:
- How to Create a Social Media Marketing Plan
- Marketing Your Brand in the Digital Age
- Integrated Marketing Strategy