Google Search On Apple iPad2Earlier this week we took a first look at some key digital marketing trends for 2015. As promised we’re back once again with another post and some more developments you can expect to see in the coming year.

Last time we focused on specific trends like mobile advertising, targeted content and a new approach to blogging. However, today we take a look at the bigger picture and some of the challenges that await us as we countdown the end of 2014.

Wearable technology and the rise of devices

We talk about optimising for multiple devices so much these days that it seems like an old topic. But the fact is we still haven’t found the ideal solution for designing and marketing websites for different technologies. We’ve had it easy up until now as well – with just desktop, tablet and mobile to worry about.

Things are about to get a whole lot more interesting as the consumer market gets flooded by a range of wearable devices and niche gadgets. The days of mobile optimisation are almost behind us and it’s time to start optimising for a huge range of devices and screen sizes.

A rounded marketing approach

Building an online presence doesn’t start and end with the marketing process. First you need a design that captures a brand image and offers a top-notch user experience. The you need the code to tie it all together and make the magic happen – and that’s without a thought for content marketing strategies.

The fact is all these elements of an online brand are co-dependant and to build a strong online presence designers, developers and marketers need to work together. It’s no longer effective to have a designer send on his work to a developer, before a marketing team gets their hands on a website. Marketers need to explain to designers and developers the impact their design and code has on search ranking and other aspects, while developers and designers need to offer similar guidance.

This way a project can come to the best end result with the right mix of design, functionality and engagement. While any changes that need making along the way can happen at any stage of the project.

International marketing

English may be the biggest online language but its growth has stalled and it has become saturated with content. Meanwhile the fastest rising online market is the non-English speaking one – and now is the time to take advantage.

The English-speaking web is incredibly competitive and the standards are always increasing, while brands with an overseas audience or looking to expand will find a very different picture. The quality of web content in other languages is much lower, which gives businesses with a global agenda a chance to get there first.