Which Digital Marketing trends would still matter to us in the coming months, or even years? Are we still practicing techniques that are outdated or should we embrace new styles to our marketing strategy? Read on as we tackle them in this article and find out more about new findings to help you stay up to date in the industry.
Wave Bye Bye to These Digital Marketing Trends: Pubcon Speakers Speak Out
Let’s hear out what these savvy marketers have to say with upcoming Digital Marketing trends and practices that we should consider applying to our business. Their meaningful insights may get you thinking on what we could continue to work on, and what else could be potentially helpful to boost up our marketing techniques.
Keyword Dependency
Jesse McDonald, Global SEO Strategist, IBM
“I believe the thing that is going to fall to the wayside, hopefully, in 2020 is this obsession with keywords. You see it happening, and it’s definitely something we’re working on internally, moving the mindset from keywords to topics. Topics are going to be what focus your users, answer their questions, and lead to the conversion you’re trying to get when you gain more traffic, at least organically.”Local Search Changes
Jason Brown, SEO Manager, Over the Top Marketing
“ I think what we’re doing right now that’s going to change in the next year is a set-it-and-forget-it approach when it comes to Google My Business. So I think business owners and marketers are going to become more invested in Google My Business and making sure they are not just checking the boxes and done, like ‘Alright, I got 18 review and I’m done.’ They’re actually going to be more proactive with Google My Business and making sure that they are outranking and outperforming their competitors.”
IAB: US digital ad growth rate slowed during the 1st half of 2019
As this report points out, we as Marketers can take the challenge and step up on our game by focusing on what’s positive. The possibilities are endless and resources are everywhere. Being informed and up to-date with marketing trends, as well as discovering the potentials of mobile video and digital audio ads could be also worth exploring.
According to the Interactive Advertising Bureau’s latest biannual report on digital advertising, which was prepared by PwC, the first half of 2019 saw a 17% growth in digital advertising revenue compared with the same period a year ago, for a total of $57.9 billion. The overall total is the highest the industry has ever seen.
While digital advertising revenue grew during the first half, the rate of growth is lower than the 23.1% growth IAB’s analysis shows when comparing the first half of 2018 with the same period in 2017.
The decline in the revenue growth rate compared with the previous year could be a warning sign, as a similar drop in the growth rate was last experienced in 2009 when the industry experienced its first decline due to the Great Recession, Ad Age reported, citing comments by PwC. One key factor that could push the growth rate down further includes another possible recession. The IAB report also points to the cost of complying with the growing patchwork of privacy regulations in various states as a potential drain on digital advertising revenue.
However, there are also strong indicators that could offset a downturn. As high-speed 5G mobile transmission rolls out over the next few years, growth in mobile video might continue to tick upward, pulling with it more mobile video ads. Mobile ads in general are up to $40 billion, a 29% jump compared to the same period in 2018.
Study: Which digital ad formats are most effective? – MarTech Today
We have always been fascinated with measuring everything, and our campaign’s viewability to consumers has been part of gauging our campaign’s success. But before celebrating our triumphs for this, it’s also just as important to provide a memorable customer journey experience for our clients starting with our ad.
A new report published by mobile ad company Kargo found that ad viewability does not directly correlate to memorability. Similarly, the report also indicated that ad visibility does not necessarily yield higher user engagement.
Kargo’s study distinguished the correlation between viewability of an ad unit and its memorability (ad effectiveness), examining the following formats: Instagram ads, large format in-article mobile ads, Kargo pinned mobile ads, mobile gaming in-app ads, and desktop ads.
In addition to tracking viewability, Kargo also measured the effectiveness of each platform by how well respondents accurately recall the brands that were advertised.
Among the respondents who were exposed to at least one ad, pinned mobile web ads and large format in-article ads outperformed the other platforms in ad recall by 29%.
Additionally, participants in the mobile web group were tasked with selecting the brands they recall from a list, of which 60% selected at least one of the four brands tested.
71% of consumers will unfollow influencers with fake followers | Smart Insights
As always, it all boils down to being authentic when reaching out to customers. It doesn’t matter whether you choose influencers to take part in your marketing strategy — the customers are the real heart of the business and working your way to gain their trust and respect is one aspect that we should always take importance of.
Chart of the Week: 71% of consumers in the UK and US will unfollow an influencer if it was revealed that they had bought followers, showing how easy it is to lose trust in the industry.
One of the biggest reasons that consumers will unfollow influencers is if they deem them to be fake. Authenticity is more important than ever in an age where celebrities and influencers appear to promote anything, which is why marketers need to ensure they are working with influencers who are genuine and have real followings.
Of course, it isn’t just the influencers and marketers who need to trust each other, consumers need to believe in influencers too. Although influencer marketing has experienced some challenges recently, consumer trust is still high among certain demographics and many people are allowing influencers to influence their buying habits.
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