Table of Contents
- 1 Digital marketing trends need to observed, analyzed and used if they help your marketing objectives.
- 2 Smart Search Engine Optimization (SEO)
- 3 Want more high quality web traffic and leads?
- 4 Social Media Marketing
- 5 Video Marketing and Digital Marketing Trends
- 6 Cold Email Marketing and digital marketing trends
- 7 Lead Generation Techniques
- 8 Bottom Line for Digital Marketing Trends
Digital marketing trends need to observed, analyzed and used if they help your marketing objectives.
Digital marketing trends are changing frequently and we picked the best. Over the last couple of years, the digital advertising market has become more complicated due to the variety of trends that marketers must keep an eye on.
As such, getting top rankings on search engines, increasing conversion percentage, or improving overall brand awareness are challenges that both small and larger businesses must overcome.
It is believed that digital marketing outputs can be improved if marketers closely study the latest trends and if they figure out smart ways to implement diverse strategies.
This article will focus on outlining some 2019 marketing trends, while also featuring a series of statistics to help put things into perspective.
Smart Search Engine Optimization (SEO)
For years, search engines have brought fame to hundreds of thousands of businesses, yet they have also penalized and unranked millions of websites. Today, it is believed that efficient SEO remains the best digital marketing strategy.
For instance, Google is currently responsible for bringing roughly 94% of organic traffic to websites. The remaining 6% comes from social media marketing, video marketing, email marketing, mobile marketing, and traditional strategies like TV advertisements, banners, or billboards.
It’s also important to keep in mind that search engine leads bring a 14.6% conversion rate, which is one of the highest on the market to date.
The chances are that no marketer really loves SEO, granted that search engine algorithms are often updated and kept secret. Therefore, what worked yesterday may not bring the same results today.
Because of this, SEO has become quite frustrating, as thousands of marketers actively debate what the best SEO strategies are. In fact, some believe that even search engine algorithm developers fail to fully understand how their code works and how it indexes web pages.
Luckily, the SEO market is blessed with a handful of constants. This means that by incorporating a series of SEO strategies, your website will probably be indexed and promoted by search engines.
These are also viable trends in today’s market.
Paid search results are not that great
Research showcases that 80% of people tend to ignore paid search listings, thus choosing to click on organic listings. In other words, you cannot hack SEO by paying Google to promote your webpage.
Simply being ranked and indexed by a search engine isn’t enough
If your SEO work helped get your website indexed and ranked on one of Google’s SERP pages, it means your strategies are viable, yet insufficient. A quality SEO effort should get your website ranked on the first page of Google’s search listings.
This is essential to the success of any website, granted that 75% of users never scroll past the first page. Additionally, the top five search results for a specific keyword generally capture 70% of the clicks.
Therefore, true SEO results will be obtained once your site ranks in the top five spots. However, it’s been proven that 21% of search engine users click more than one result, thus increasing your chances of impressing the reader with your content.
Carefully consider the main keywords that you rank for
At this time, research shows that 50% of search queries are four keywords or longer. As such, if your website ranks for one-word keywords only, then chances are that you must step up your game.
Carrying out keyword research isn’t difficult, whereas implementation could be time-consuming yet easy. As such, marketers should focus on ranking for several long-form keywords.
Google seems to prefer detailed, in-depth content
Another study has proven that Google’s first page results tend to contain an average of 1,890 words. This means that Google ranks and prefers content that’s in-depth and capable of bringing value to readers. Google also considers the time a user has spent browsing a website for future ranking purposes.
Local SEO is mandatory if you own a physical business location
This trend is backed by a simple statistic which points out that 72% of users who carry out a Google-based local search end up visiting a store five miles away. Additionally, 50% of mobile users who do a mobile search visit the store within a single day.
Lastly, 28% of searches for a specific product nearby are bound to bring at least a conversion.
Want more high quality web traffic and leads?
Over 70% of clicks go to organic searches that rank on the first page of Google.
In other words, all businesses that own physical stores should focus on the full implementation of local SEO strategies. This means that stores must list their address, photos, opening hours, and preferably have a few genuine reviews from past customers.
All these details must also be listed on the website to make sure that Google’s web crawlers find and leverage this data for better SEO results.
Social Media Marketing
For a while, marketers throughout the world have debated the importance of social media as part of their digital marketing strategies.
The results are conclusive – social media is beneficial to all businesses and websites that want to increase brand awareness, customer engagement, and the overall conversion percentage.
In the case of social media, ranking algorithms are less unpredictable, which is why marketers are free to implement a series of strategies for long-term success.
However, there’s a key disadvantage here — social media only works if social channels are constantly updated with valuable and engaging content.
Here are several trends that you ought to keep in mind.
Social media algorithms favor long-form content
While most businesses post images, videos, and ads, it’s imperative to know that users and algorithms tend to favor longer content. For instance, on Facebook, blog posts that feature 1,500+ words tend to get 22% more likes when compared to general content.
On Twitter, blog posts longer than 1,500 words get 68.1% more retweets.
From an advertising standpoint, high-quality and valuable images are preferred across all social media platforms. For instance, on Facebook, images tend to account for 75-90% of advertising effectiveness. As you may expect, posting quality images is the way to go for Instagram as well.
However, it must be pointed out that photos including faces can generate 38% more likes when compared to product-only images.
Figuring out the best time to post your content
You might have noticed that the timing of your posts has a considerable impact on the amount of audience engagement (likes and comments) they receive.
Generally, it’s been shown that it is best to post on Facebook during the weekdays between 1-3 PM. On Instagram, the best time to post is during the weekdays at 5 PM or 2 AM.
This digital marketing trends in social media marketing are dependent on your industry, location among other variables.
No business should focus on one social media platform only; each is made for different purposes. Therefore, being active on all platforms is bound to boost your overall conversions.
This includes LinkedIn, which has recently enjoyed a boost in popularity for marketing purposes. In fact, the platform is the main source for 80% of B2B leads, alongside the no. 1 channel used by B2B marketers to distribute their content.
Generally, the trend marketers should follow is to focus on posting quality content that both algorithms and users can enjoy reading.
Video Marketing and Digital Marketing Trends
Video marketing has been around for a while, and recent trends showcase an increase in its overall usage. As such, it is important for marketers to know that product videos have the potential of increasing purchases by 144%.
It is estimated that by 2021, videos will represent 82% of web traffic. It is also believed that video can positively improve SEO results since it can drive a 157% increase in organic traffic coming from search engine results.
Additionally, around 50% of users look up videos of products or services before visiting the website and making a purchase. In the case of video marketing, the trends vary depending on your platform of choice. Despite this, marketers should focus on publishing content on all available platforms to secure an increased reach.
Here are several 2019 digital marketing trends that you might want to keep in mind.
While horizontal videos are better enjoyed, these are not usually effective for social platforms like Facebook or Instagram. Rather, they are better suited for YouTube and Vimeo.
Branded video is great for YouTube
Studies showcase that 32% of consumers tend to engage with branded videos when browsing YouTube. This includes promotional clips, alongside product-placement and other types of branding.
Consumers are happy to see more video from marketers
While overdoing it is bound to affect any marketing campaign, studies show that 43% of users are generally happy to see more video content coming from their favorite businesses. However, it’s important for the content to be entertaining, educative, or inspiring.
Cold Email Marketing and digital marketing trends
This trend might surprise some readers, granted that email marketing has lost a good part of its popularity over the last couple of years due to repetitive and spammy promotional emails.
The key towards positively leveraging email marketing for the benefit of your business is to personalize all emails that you send.
This can lead to a quick increase in the open rates, as users are keener to open, read, and respond to emails that target them in particular. Here are several relevant trends.
Consider when you send out your emails
At this time, emails sent between 10-11 AM had the highest open rates. This percentage can be further increased by sending them on Tuesdays.
Leverage email personalization to skyrocket response rates
This trend is most viable for B2B marketers or businesses that rely on actual communication with users to secure the purchase of a service or product. As such, email personalization can lead to a 100% increase in response rates. To help facilitate personalization, marketers can choose to utilize user behavior analysis tools.
Follow-ups can further increase response rates
Studies show that marketers can achieve up to a threefold increase in response rates if follow-up emails are sent. Another tip to keep in mind is that emails featuring 200-250 words of content get the highest response rates (around 19%).
Segmented email campaigns are the way to go
With a 14.37% higher open rate when compared to regular emails, segmented campaigns are bound to also facilitate a user’s perspective concerning brand recognition, alongside the general will to purchase a product or service.
Ensure that your emails are optimized for mobile devices
Overall web traffic is leaning toward mobile devices. In the next couple of years, it is believed that smartphones will be responsible for over 80% of worldwide internet usage. That said, mobile-based optimization for email campaigns is essential to ensure success.
With this in mind, 73% of companies prioritize mobile device optimization for their emails. Additionally, by the end of 2019, roughly 80% of email users will access their accounts via mobile.
Lead Generation Techniques
There are a series of strategies that, if implemented correctly, can provide a rapid increase in a business’ potential leads. For instance, 68% of B2B businesses acquire leads by relying on strategic landing pages.
Additionally, 53% of content marketers use interactive content to boost lead generation. Lastly, 18% of marketers believe that outbound practices provide the highest quality leads.
However, any marketer should make sure that they know their KPIs. Failure to do so can lead to a failure in obtaining revenue and customer lead goals. In fact, 74% of companies who do not meet their revenue goals have no data on what their key performance indicators are.
Bottom Line for Digital Marketing Trends
Based on everything that has been outlined so far, we can conclude that digital marketing trends are constantly evolving, similarly to search engine algorithms. Running a successful digital marketing campaign requires marketers to be well-versed with the latest developments.
Lastly, a successful campaign is always backed by patience, research, alongside the tedious process of trial and failure.
Modern marketing managers have influencer marketing, ad spend, customer service, targeted audience, voice search, big data, user experience, omnichannel marketing to develop the better customer experience.
Hristina Nikolovska, is the Marketing Manager at SEO Tribunal, part of Tina’s daily engagements involve raising awareness of the importance of digital marketing when it comes to the success of small businesses. As her first step towards this journey was in the field of content marketing, she’s still using every opportunity she gets to put her thoughts into educational articles.