The digital marketing arena is full of quick-fire changes every year, so what should online marketers keep an eye on in 2015?
Nil Advertising on Social
Last year, both Facebook and Twitter announced a reduction in the amount of organic advertising that would reach followers. After some complaints, Facebook introduced new marketing tools that allow followers to opt in whether or not they want to receive your ads or not. The likely outcome for many small business is that social media marketing will be a bigger waste of time than it already is.
Replacement of PageRank
Last October, Google announced their intention to cease updating PageRank toolbar annotation for web pages. This was another indication that PageRank is on its way out and will be replaced by another means of ranking websites in search lists.
In September 2014, Google lodged a patent that appears as though it will work in the same vein as PageRank, but will follow different metrics. The patent suggests page ranking will be based on a global score and will include authority, topic sensitive scoring, and relevance. It
Google Tech trends
Google is steering online tech trends to make search queries more effective for users regardless of the device they are using. This shouldn’t really make any difference, but the focus is clearly on mobile users.
One of the favourite buzzwords at the moment is “connected platforms” which allows devices to communicate with each other, such as a TV and a smartphone. This idea is clearly a push towards smart watches and other types of tech wear we should expect to find hitting the stores this year.
Marketers should therefore be gearing their marketing campaign towards small devices, which means content will be more image based through videos and animation. It won’t be long before we start seeing more voice marketing tools replacing standard form of advertising either.
Content marketing decline v PPC growth
Content marketing declined in 2014 as marketers struggled to build audiences. Instead they turned to PPC for a cheap click rather than producing content that engages audiences. This trend may continue to grow in 2015, but will internet users be lured? Eventually they will tire of PPC ads and content will reign supreme once more.
Growth in Push Notifications
Push notifications first made an appearance in 2009 when it was launched by Apple as part of their iOS3 platform. The service allows businesses to send visible notifications to users even when they are using their app at the time.
The technology allows marketers to contact customers that have signed up to receive notifications with personal messages such as, “Hey Johnny, the latest Grand Theft Auto will be in store on Thursday.”
Although we expect to see a growth in push notifications in 2015, we also expect them to die a quick death if marketers do not use them wisely. So be warned!
2015 promises to be another fast and frantic year for digital marketers so fasten your seat belts and hold tight.