Digital marketing changes so fast that even employees dedicated to staying ahead of it can feel overwhelmed.
Some trends to watch this year:
Your website needs to be mobile-friendly. According to Statista, mobile phone Internet user penetration worldwide will hit 52.4% this year, which shoves it to the top of your digital marketing to-do list. All digital promotions, especially if they lead to your website, must be optimized for mobile.
The new Twitter search engine is more like Google. A more powerful Twitter search engine lets you comb through every tweet ever published, which means the way you compose tweets is more important.
Putting hashtags, images and links in your tweets will push them higher in Twitter’s search results. They’re like keywords, making you more visible.
Google is depending more on social media for search engine optimization (SEO). The duties of people who work on SEO and those who work on social media are about to overlap, so that search strategy can help with content promotion.
Social media informs marketing. A Hootsuite survey found that 60% of global organizations struggle to turn social data into actionable tactics. Use social data to make marketing decisions, such as creating customer personas and using their language in your campaigns.
Test, test, test. Testing new landing pages, different layouts, ads and email copy will increase your conversions. You can conduct A/B tests comparing two versions of a web page to pick the one that does better. Investing in A/B testing can have a massive impact on lead generation, traffic and revenue.