Online marketing is invariably shifting with the times. 2013 saw the rise of Vine, social media SEO integration and an explosion in marketing towards the mobile platform.
As we continue to roll into 2014, marketers will be accessing wether these developing strategies are staples of the industry or fading fads.
Here are some budding online trends that will dominate 2014 according to Forbes.
Content Marketing Will Continue to Grow
Social media titans Facebook and Twitter have traditionally been known as the space where marketers are free to explore the effectiveness of created content.
The success of a growing number of user-generated content platforms has diversified the industry, however, to a point where many businesses are creating content meant to run on three or more streams.
Forbes predicts that inbound marketing techniques (creating relevant content meant to attract viewers “inbound” towards one’s content streams) will overtake mass advertising in value, thus shattering the 2013 created content glass ceiling.
Image-Centric Content Will Rule
The popularity of image-focused platforms such as Instagram and Pinterest have set the standard for what users expect as a quality post.
Because content marketing is developing at such a fast pace, marketers have turned to image-centric content as their ally in cutting through noise.
Simply by adding an image to an article can increase its viewership by 94%.
Other image-centric data includes
- Including a Photo and a video in a press release increases views by over 45%
- 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
- In an ecommerce site, 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product
- In an online store, customers think that the quality of a products image is more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%)
- Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% (this translates to a 37% higher level of engagement for photos over text)
Mobile Marketing Will Be a Necessity
If one hasn’t included mobile marketing into their marketing mix by the end of 2013, market requirements will make sure that they have by 2014.
According to Forbes, 87% of connected device sales by 2017 will be tablets and smartphones.
An undeniable statistic justifying the importance of the development of a mobile integrated website and/or mobile social media apps.
SEO Will Scale Social Media Importance
Social sites currently don’t carry the same weight as traditional inbound links. A trend that is bound to shift as social media continues to stay relevant within the online zeitgeist.
While it can be difficult to predict future changes in Google’s SEO algorithm, there is little doubt that Google will continue to take in account the added credibility that sharing potential allows for.
As traditional media starts to give way to content marketing, leading social accounts will thrive as a beneficiary. Smaller businesses with a high level of virality could eventually overtake those focused strictly on linking power.