What is digital marketing?
For those of you unfamiliar with what digital marketing is, it is essentially the promotion of products or brands via at least one form of electronic media. It differs from more traditional marketing practices because it involves the use of channels and methods that enable a business to analyse their campaign and understand what’s working (and, therefore, what isn't) in real time.
Marketers can monitor a whole range of things, including: what is being viewed, how often and for how long, sales conversions, what content works and what doesn’t, and so on. The internet tends to be the channel most closely associated with digital marketing, but there are others – mobile apps, podcasts, digital television and radio channels, and so on.
Why is digital marketing important?
Gone are the days when the messages that people received about your products and services came directly from you and consisted only of information that you wanted them to know. These days, we have access to information any time and any place we want it. Digital media has become an ever-growing source of news, entertainment, shopping and social interaction.
We are continually exposed, not only to what your business says about itself, but what friends, relatives, peers and the like say about it. And we’re more likely to believe these people, too. People want brands that they can trust, businesses who know them, communications that are personalised (as well as relevant), and offers that have been tailored to their needs.
All of this can be achieved with digital marketing. It also enables you to manage customer relationships across all channels and the information that is being spread about your brand.
Over the years, we have seen a number of digital marketing trends emerge and grow in importance. We have also seen a number of fads come and go, not doing much for our campaigns in the greater scheme of things. So, what trends have we been nurturing in 2014 and 2015, and what are some of our predictions for the future of marketing in 2016?
So what do we think 2016 has in store for digital marketing? Some of our main predictions for this year include:
2014 & 2015 Trends
Some of the key digital marketing trends that we have seen on the rise over the last couple of years include:
Although 2016 is well and truly underway, it’s never too late to take a critical look at your digital marketing strategy. Have you developed buyer personas or thought about other ways to engage with your audience? Are you focusing on mobile or are you still desktop oriented? Your campaign might be working okay for you at the moment, there are always areas where it can be improved.