Wouldn’t it be great if you had the chance to know the future of digital marketing?
But alas, no matter how much others tell you otherwise, there can never be anyone who is a hundred percent sure of what the future holds. And that is probably true for most things.
However, this does not mean that we cannot plan ahead. What digital marketing people can do is to look at current trends in order to have a better idea of what the future of the field may hold and then act accordingly.
This is why we present today an infographic from Ethinos Digital Marketing which discusses the top trends that will shape the field of digital marketing..
According to the survey which Ethinos based its infographic on, digital marketers are betting on three things to be most essential moving forward.
1. Content Marketing (39 percent)
2. Social Media Engagement (28 percent)
3. Targeting and personalization (37 percent)
What about the other trends that digital marketers are looking at?
One of those is Mobile Optimization. According to this, 56 percent of respondents said they need to better understand how mobile users research and buy products. 38 percent of agencies rate mobile optimization and content marketing as their top priorities for the year.
Spending more time understanding mobile makes sense for marketers as the global mobile advertising industry is booming. According to data cited here, worldwide mobile advertising revenue will expand 3.5 times its present size in a span of just three years.
According to this, tablets exceeded traditional desktop devices for conversion rates for the first time during the first quarter of 2013. This suggests that people are getting more and more comfortable buying products using tablet devices.
Another thing marketers will be working on in the future is Conversion Rate Optimization.
In June 2013, the conversion rates by channel was this: 3.03 percent for Bing, 2.80 percent for Yahoo, 1.71 percent for Google, 0.04 percent for LinkedIn, 1.08 percent for Facebook, and 0.22 percent for Twitter. There’s a lot of room for improvement.
A tip the infographic includes here is that the Monetate Q1 2013 Ecommerce Quarterly gives insights on conversion, segmented by different social channels, for large Ecommerce brands.
As for Targeting and Personalization, the infographic says this: only 35 percent of advertisers target many small, specific audiences when buying ads or paying to promote content on social media properties. That is according to a study by Forrester Consulting for Kenshoo Social.
What does this mean? Marketers have things to gain if they put a little bit more effort in personalization.
Here’s a breakdown of how respondents answered the question “What types of targeting do you regularly use when buying ads or paying to promote content on social networks, microblogs, or business-focused social networks?”
26 percent – geo-targeting (social networks)
27 percent – targeting users like our followers (microblogs)
28 percent – targeting our followers (microblogs)
32 percent – targeting to site location (social networks)
33 percent- targeting friends of our fans (social networks)
37 percent – targeting based on user actions (social networks)
38 percent – targeting our fans (social networks)
41 percent – targeting based on user interests (social networks)
43 percent – geo-targeting (microblogs)
50 percent – demographic targeting (social networks)
Next, the infographic moves on to Social Media Engagement.
Why is this a trend digital marketing professionals should pay attention to? It is because social networks are still gaining users and are projected to keep gaining users.
In fact, for the Asia-Pacific region, the field is expected to boom to 2017. From 501.6 million users in 2011, social networking users are expected to increase to 1.23 billion in 2017. See the table for the figure for each year from 2011 to 2017.
Social media provides great conversion rates, the infographic notes, as it gives 13 percent higher rates compared to the average lead conversion rate of the industry. Furthermore, social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or PPC.
Last but not least, the infographic also discusses why Content Marketing is another trend that marketers should focus on.
A lot of people in the digital marketing field are already doing content marketing, the infographic notes.
For content marketing among business-to-business marketers, here are the platforms these marketers use:
LinkedIn – 83 percent
Facebook – 80 percent
Twitter – 80 percent
Google – 39 percent
For business-to-consumer digital marketing professionals, they use:
Facebook – 90 percent
Twitter – 69 percent
LinkedIn – 51 percent
Google – 41 percent
Understand the Ethinos infographic below and apply new things you learned to your projects.
Infographic from Ethinos.