Marketing Tactics Worth Emulating
In the world of internet marketing, a familiar old axiom rings true: if you don’t know where you’ve been, you don’t know where you’re going. Analyzing recent trends can help us plot the future.
What did businesses do to upgrade their online marketing efforts last year?
Let’s take a look.
They Optimized Everything For Mobile
Smart internet marketers optimized all their content for mobile– and encouraged their clients to do the same.
The mobile web has been growing for years. But in 2015, mobile traffic skyrocketed.
According to a report from the CMO Council, more than 60 percent of all Internet activity flowed through some kind of mobile device in 2015. By the end of 2016, that figure should be even higher.
Google has taken notice of the trend. The latest version of the Google algorithm will penalize you if your site looks horrible on a small screen.
The message to online marketers is clear: optimize everything for mobile– or get left in the dust.
They Looked Before They Leapt
One good thing about 2015 was that more companies invested in digital marketing.
But here’s the surprising news: an astounding stat from Smart Insights and TMF&A revealed that half of the businesses out there that are spending money on digital marketing didn’t even bother to draw up a coherent plan of action!
Internet marketing requires a well-oiled, comprehensive strategy. If one part of your marketing machine is broken, the whole thing will fall apart. Unfortunately, many businesses learned that lesson the hard way in 2015.
Photo Credit: John Nakamura Remy
They Shifted More Money Into Digital Marketing Efforts
In the past, marketing teams were divided into two halves: marketing and digital marketing. But in 2015, companies started merging their traditional marketing and digital marketing teams together.
But the changes made weren’t just superficial. More money was diverted into digital marketing projects. According to CMO Council, 28 percent shifted money away from traditional marketing efforts and into digital campaigns.
They Took an Honest Look at Their Content
A cursory glance around the web reveals that in general, content seems to be improving. Still, many companies felt that their content wasn’t quite up to spec in 2015.
According to HubSpot and Smart Insights, 68 percent of internet businesses reported that their content is either too basic or too inconsistent.
… And Then They Invested In Better Content
According to a report published on Kapost, internet marketing chiefs are shifting budget money away from other projects and into content creation and optimization.
Writers skilled at content creation are becoming increasingly hot commodities. As demand for good content continues to go up, it’s a good idea to assemble your content production team now– before other companies snap them up and put them to work.
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