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Thanks to the wider usage and the huge success of digital technology and the Internet last year, it looks like a digital will make even greater strides in 2014. It's an exciting period for digital which is being associated with far more things than just Twitter, Facebook and email. Businesses are using far more social platforms to engage with their target audience. In this article we'll see how digital marketing will expand in 2014.
Evolution of Mobile Commerce
M-commerce – doing business with mobiles – is gaining in popularity due to the surge in handheld devices. Local mobile apps, being more responsive, are providing a superior experience to customers than apps that are web based. Tablets and Smartphones have become the preferred choice of consumers for online transactions. A virtual evolution in m-commerce will happen. The increase in sizes of mobile screens means a lot of customers will like to shop while they are on the move. Besides, mobile sites have changed considerably and have become more practical than before, enabling customers to use them to purchase products/services on all sites.
Location Holds the Key
Geo-targeting emerged as a game-changer in 2014 and it is predicted that this phenomenon will expand hugely especially in the retail sector. Geo-targeting is a relatively cheap option that gives results and this makes it an appealing proposition. Its attractiveness lies in the fact that you can reach out to most number of likely customers in a specific area of your business and get good conversions. Being able to provide custom messages to the right people at the right time results in time-bound offers, customer segmentation, ability to see real time results and insights into market trends that you can act on.
More Use of Hashtags
Hashtags will become one of the most efficient means to seek content. Users can use hashtags to search for specific topics. Also, reliance on Google, Yahoo and Bing will fall sharply because Google+, Twitter, Pinterest, Instagram and YouTube have become popular for search.
Images, Long Tail Search
Google's allows users to get a visual preview of the items they are seeking and in 2014 came Google Authorship which enables the user to link the content they have published on a domain to their Google Plus page. Hummingbird, introduced last year, tries to ensure Google's search engines interact with the user in a humane way and give answers that are more direct. With Hummingbird you can get superior results for long tail searches despite your web pages not being optimized for such searches.
Dropping Cookies
Browsers like Apple's Safari have limited use of third party cookies and Microsoft, Google and Apple are aiming to drop cookies completely. Thus 2014 may witness the development of cookie-less tracking. Google plans to track users who are logged in and Apple and Microsoft aim to track users on interconnected platforms and devices.
Payment Options
Payment modes in 2014 promise to be simple as consumers carry an increasing number of apps/cards to make payments. Uber has made payment easier and this year the popularity of other payment modes will be used. Watch out for Google Wallet in the coming months.
Rebirth of Retail Outlets
It used to be, and still is, the practice of customers to check up goods in the stores and purchase them online. Stores are responding to this fact by changing their return policies, providing price matching and creating more attractive deals and unique products to lure customers back to the stores. But while this may not reflect a spurt in digital this year, in a way it actually is, for stores are using the Internet and social media to change the old process.
Summing Up
As seen in this article, the trends in digital marketing for the year will raise the level of the digital media. Which will dominate the others, it's hard to predict, but you can be sure that all will have their say. Marketers and advertisers must gear up for this new wave to get the edge over the competition.
Evolution of Mobile Commerce
M-commerce – doing business with mobiles – is gaining in popularity due to the surge in handheld devices. Local mobile apps, being more responsive, are providing a superior experience to customers than apps that are web based. Tablets and Smartphones have become the preferred choice of consumers for online transactions. A virtual evolution in m-commerce will happen. The increase in sizes of mobile screens means a lot of customers will like to shop while they are on the move. Besides, mobile sites have changed considerably and have become more practical than before, enabling customers to use them to purchase products/services on all sites.
Location Holds the Key
Geo-targeting emerged as a game-changer in 2014 and it is predicted that this phenomenon will expand hugely especially in the retail sector. Geo-targeting is a relatively cheap option that gives results and this makes it an appealing proposition. Its attractiveness lies in the fact that you can reach out to most number of likely customers in a specific area of your business and get good conversions. Being able to provide custom messages to the right people at the right time results in time-bound offers, customer segmentation, ability to see real time results and insights into market trends that you can act on.
More Use of Hashtags
Hashtags will become one of the most efficient means to seek content. Users can use hashtags to search for specific topics. Also, reliance on Google, Yahoo and Bing will fall sharply because Google+, Twitter, Pinterest, Instagram and YouTube have become popular for search.
Images, Long Tail Search
Google's allows users to get a visual preview of the items they are seeking and in 2014 came Google Authorship which enables the user to link the content they have published on a domain to their Google Plus page. Hummingbird, introduced last year, tries to ensure Google's search engines interact with the user in a humane way and give answers that are more direct. With Hummingbird you can get superior results for long tail searches despite your web pages not being optimized for such searches.
Dropping Cookies
Browsers like Apple's Safari have limited use of third party cookies and Microsoft, Google and Apple are aiming to drop cookies completely. Thus 2014 may witness the development of cookie-less tracking. Google plans to track users who are logged in and Apple and Microsoft aim to track users on interconnected platforms and devices.
Payment Options
Payment modes in 2014 promise to be simple as consumers carry an increasing number of apps/cards to make payments. Uber has made payment easier and this year the popularity of other payment modes will be used. Watch out for Google Wallet in the coming months.
Rebirth of Retail Outlets
It used to be, and still is, the practice of customers to check up goods in the stores and purchase them online. Stores are responding to this fact by changing their return policies, providing price matching and creating more attractive deals and unique products to lure customers back to the stores. But while this may not reflect a spurt in digital this year, in a way it actually is, for stores are using the Internet and social media to change the old process.
Summing Up
As seen in this article, the trends in digital marketing for the year will raise the level of the digital media. Which will dominate the others, it's hard to predict, but you can be sure that all will have their say. Marketers and advertisers must gear up for this new wave to get the edge over the competition.
Posted in: SEM
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