Technology is ever evolving, which means that companies too must evolve to change with the times. Today more than ever, the Internet is a way to share and receive information. This technological development has largely impacted the marketing sphere, and many businesses are finding that in order to stay relevant and continue to grow, they must adapt to change and adopt new marketing trends.
Content is key. Whether it is distributed through social media, website articles, blogs, or eNewsletters, content will continue to establish trust and authority between businesses and consumers. Content marketing not only provides insight and entertainment, but also helps a company to build rapport with its demographic. As marketing transitions away from mass-distribution via television ads and moves rapidly in the direction of distribution to a specific audience, businesses must continue to develop content that relates to and engages audiences.
A few years ago, big players in the social media sector included Facebook, LinkedIn, and Twitter. Today the social media options seem endless as outlets such as Pinterest, Tumblr, Instagram, and Google+ have been added to the mix. Now more than ever, businesses have the opportunity to create engaging content and build their audience. Using a variety of social media platforms allows businesses to attempt to reach more consumers and also makes it easier for consumers to recognize a particular brand.
Easy content that is quick to digest will be key for successful advertising. Harnessing content that is convenient for consumers, doesn’t overwhelm them, and inspires curiosity will hold the most weight. That being said, simple messages sell. As technology continues to grow, the age-old saying continues to remain true: Less is more. While text-based content is still relevant, companies must realize that getting a message across in a concise and clear manner is the only way to successfully reach a target audience. With so many platforms vying for the consumer’s attention, advertisers have a small amount of time to capture the audience’s attention and keep it.
Image-centric and mobile-friendly content will be crucial to growing businesses. With users continuously browsing mobile devices, it is important for companies to cater to the needs of their audiences by making content accessible, relevant, and engaging. Placing a strong emphasis on the use of images will also help audiences to stay engaged and interested in a particular topic or message without bogging them down with text.
Ad retargeting is a fairly new marketing strategy, but it is one that has caught on quickly. Essentially, it works by utilizing browser cookies to track the websites that users visit. Advertisements related to what the user originally searched will then show up later on other sites. This constant exposure to brands makes a consumer feel familiar with a product, which can eventually lead to purchases.
The connection between SEO and social signals will continue to grow in 2014. People tend to trust the quality of content that is shared frequently. The more the content is shared, the more likely it is to show up in search results. Installing social share plugins and encouraging consumers to share as much as possible is a great way for companies to get a “stamp of approval” on products from consumers.
The online world moves at a rapid pace. A trend today might be gone tomorrow, and trends that don’t seem relevant can quickly become key tactics. While the three topics above tend to remain consistently relevant over time, the best way to keep up with trends is to always be in the know. Strive to keep yourself up to date on current trends and always keep an eye out for what’s to come.