As technology becomes more and more advanced, things change with it. Technology has affected every industry and niche that exists. So as the technology moves forward, the industry that depends on technology moves forward as well. One of the industries that rely heavily on technology is the Digital Marketing industry. Ever since the advent of social media platforms, the trends in the digital marketing industry have changed rapidly. There are companies that rely on nothing but digital marketing channels. They create strategies and campaigns and attempt to use each and every channel to their advantage. Although the traditional methods of marketing are still surviving, they are not as effective as they once were. One of the reasons is that since the market has turned global, businesses are now opting to expand their reach and connect with audiences that might be half a world away from them. Nothing can help them with this except digital marketing. For example, if you are living in Dallas, SEO consultants and social media managers can help you attract an audience that is residing in Hong Kong or anywhere else in the world.
One of the things that you need to do if you want to take full advantage of digital marketing is to keep yourself up to date with the current trends as well as the future trends so that you can up your game and make sure that you get to the next level before your competitors.
So here we are listing down some of the trends that you really need to know about if you want to increase your brand’s visibility as well as your sales and shine out from the sea of competitors.
1. Zero-click searches
Zero click searches are a new phenomenon that is quickly taking over Google. Studies were conducted that observed the trends of searches that resulted in clicks that took the viewers to the websites. It was found that nowadays, more and more search results are ending up without a click through to a website. This is because of the fact that Google now shows us snippets. Another reason and this is a major one, is that Google has built a lot of features into its SERPs (Search Engine Result Pages) that were not there before. Before these features, people would have to click through to the website to find out what they were looking for. Now, Google shows all kinds of information on its SERPs, like live sports scores, recipes, restaurant reviews, flight information, hotel reviews, and a lot more. Recently Google event added the feature of a mortgage calculator into its SERPs. This has resulted in a lot of websites that have become obsolete as their major feature was a mortgage calculator. This might not be the best mortgage calculator, but it is there for visitors to interact with, and with time, Google may update it.
What to do?
What businesses need to do now is to focus not on clicks but on brand visibility and brand’s reach. As Google will add more and more features to its already behemoth search engine, the clicks will continue to decrease. That is why businesses that don’t just focus on the click-throughs and the traffic generation but also pay attention to increasing their brand’s visibility as well as optimizing their websites will win the race.
2. UX as a major part of SEO
Now, what has user experience got to do with SEO? As it turns out, a lot! Google is making every effort to make sure that its algorithms become smarter and smarter. This is being done through the use of artificial intelligence-based algorithms. One of these algorithms is Rankbrain. Another upgrade that Google has got is the natural language processing ability like BERT.
The traditional methods of SEO have become almost obsolete in today’s age and time. As an SEO specialist, you need to quickly update yourself and your practices. Although the practices are still being used like just adding more content to the page or changing your page’s metadata, they are not going to help you land more conversions as they once used to do.
Not only these but updating your website’s UX is crucial for other reasons as well. Google now has user engagement signals that directly affect your ranking. These are, but not limited to, the time that the user spent on the page as well as the click-through rates, and others. This means that your site’s loading speed and how much time the user is spending on the page will tell Google whether your website should be ranked higher or lower. Chrome even has ‘slow warning badges’, and the Google Search Console now has the speed reports. This is why page speed is of the utmost importance for SEO experts and specialists.
3. Video is still Growing
Reports are coming that by the year 2021, 80 percent of all the traffic will be in video form. That is a huge number that all digital marketers must focus on. Video is the biggest thing in the market right now. After Google, YouTube is the most viewed website on the planet. People are watching and uploading thousands of hours of videos every day. The most popular of these posts are the how-to videos. This trend is on a steep rise, and it doesn’t show any sign of stopping anytime soon.
Here are some more statistics to show you just how important this one trend is:
- In 2021, there will be around 1.9 billion video viewers worldwide.
- In 2021, more than 3 trillion minutes of videos will be watched every month.
This means that if you don’t take advantage of this right now, you may lose your chance to leave your mark on the industry as well as show your customers that you are the expert of your field.
4. Diversification of traditional PPC
One of the trends that you must look out for is the use of PPC on different media channels in the future. If you only stick to the tried and tested channels, you may miss out on new business and become stagnant. You have to make a marketing strategy that takes into account all the different types of media channels like social media and the likes and they should all work together. This includes digital marketing channels as well as traditional channels. Your paid content over every channel should be linked to across all platforms. This will give you the power to connect to your audience no matter where they like to hang out and engage them through the best mediums. Make sure that you spread around the marketing budget across various and diversified channels.
The future is for the brand and companies that are ready to take calculated risks and are ready to update themselves and learn. The above four trends are the ones that will really disrupt the market, and you need to stay on top of them.