Online marketing is continually evolving, and the next one year will be no different. Expect change, expect innovation and expect new opportunities for business. This in fact is an opportune time to take a step back and identify the major online marketing trends that will potentially affect your business in the coming year. You need to capitalize on the shifts in the online marketing platform to help you understand and address your overall marketing planning and maximize your business growth. So if we were to look at the top tactics from each word cloud it's easy to come up with some pretty useful conclusions something we can actually use.
1. Increased focus on guest blogging
Whereas guest blogging is expected to become increasingly significant in online marketing, it is also worth noting that it will be all about the approach you'll pursue. If you approach things in the wrong way, expect nothing less than to be burned in the end. But with the right approach, and whether you're guest blogging for traffic, links or brand exposure, expect immense benefits. Actually what will matter will be the quality of your content.
2. Logistically within companies, we'll see less silos between SEM and SMM
Many companies have had their social media managed independently by Public Relations while SEO handled by Marketing. However, of late there has been a growing concern to converge the responsibilities of the two. Different companies have come to realize that the value of relationships and influence are increasingly appreciated by online marketers. In addition, communication and PR professionals are beginning to appreciate search based discovery as they look for ways to directly and effectively communicate more value for their efforts. The PR departments keep on creating different contents every day, so why not make it easier for their target audience (analysts, direct consumers, bloggers and journalists) to find such contents via search? However, mastering the convergence of Social media and SEO with Content Marketing begins with a proper appreciation of how the targeted audience prefer to discover, share information and consume online.
3. The Rise of Multimedia Marketing
Any form of multimedia content will automatically rock next year; this includes video content, infographics , pod-casts among others. As long as your content is multimedia and is well-designed, expect bigger results. Why is this so? It's because in the next few years, people are today more likely to appreciate and engage with multimedia than plain text. Consider a recent study by All-witter.com which revealed that info-graphics alone can increase shares on social media by close to 830%. Besides, having video content in your content significantly helps it rank higher in search engines.
4. A surge in paid advertising
Billboards, radio, television and newspapers have around for a long time. The exact online equivalent to them is the pay-per-click advertising, video and banners. However, a good number of businesses still find that a combination of online marketing and traditional offline marketing still works. It's a fact that people still do read newsletters, and they still look at billboards, meaning that if you create a URL that's easy to follow, then obviously they'll look up to it.
5. More attention on content (Content Marketing)
The following year is going to be a year of content. Content has really been important for the last two or three years and in fact content has been important since the web started. But the next one year will the year that majority of websites now jump into the content bandwagon. And not just with blogs and articles, but with the idea of using content to market their business and really spread content to other websites and also to think about content strategically; and unlike a couple of years back when the biggest challenge was just to have something on the web - just to get some content going, the next step is going to be how to get strategic about the content, incorporate it into the marketing plan and use it to drive sales.
6. Further growth and expansion of social media
Social media is expected to expand and we are going to find different niche and types of market developing. The thing about social media is that it has grown very deep in just a few years, but it's pretty tough to get really focused when you have that big expense. So Facebook just came up with a way to search for people that have an interest that you have. However, this is still difficult, and it's not easy to find people who share your interests. So what you're going to see happening is that there are smaller groups that will develop, and they will become parts of larger groups, and they'll start to communicate specifically on the nature of their interest. So whoever you're, or whatever you're doing you'll find a social network that deals just with that. In fact unlike what Facebook offers, this is going to be much more effective in social media and the marketing part of it will be very focused advertising and very focused leadership from content leaders in those areas will develop revenue modules for people which is still a challenge for Facebook because such a strong protocol, and too big of a shock-approach for Facebook to face.
7. A surge in second screen value
A recent study from ABI Research reveals that it won't be long before every home in major markets gets a second screen. This is true because even before the key holiday period, the tablet industry is already enjoying a surge and has shipped over 39 million tablets worldwide in the first quarter of 2013 alone. Among the factors that are seen to be driving this uptake, affordability is considered the key influencer as drops in premium high-end products make these devices readily available to a much wider base, with most users already in a position to upgrade.
8. More loyalty marketing
Today, progressive retailers have recognized that without customer identification, they are unable to recognize and reward individual customers for their desired behaviour. This is because, businesses and even consumers have come to realize and appreciate the value of loyalty programs. Actually loyalty marketing has been found to be part and parcel of a comprehensive customer relationship strategy because as a companies relationship with a customer lengthens, rise in profits becomes a norm. And not just a little percentage, but by almost 100% for a company that can get 5% more customers.
ABOUT THE AUTHOR:
Levi Herris is an online consultant for CJ Pony Parts . He likes to blog on various areas of Online marketing and ways to boost business
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