Let’s kick-off this blog with some digital native vibes, as it should be! Let’s discuss what’s to come in the Digital Marketing world in the upcoming years.
Last April, I had the chance to attend the E-marketing salon in Paris. Every year, this event gathers more than 18,000 professionals of the Digital Marketing sector for conferences, workshops, interviews, to dissect and share what’s new in the digital world. To know more about the Paris E-marketing salon, check the event’s website.
This year’s theme was:
DATA VS CONTENT: who’s gonna win?
This is such an interesting and relevant question for me because I get to work on both Data Marketing and Content Marketing on a daily basis. And what strikes me is that these two domains are often considered as separate, although they make an efficient and relevant association when combine together. Indeed, DATA + CONTENT means delivering the right content to the right target at the right instant and that is everything when it comes to relevant Digital Marketing practices these days. So the answer is: NONE, We need both!
On top of that, here are the Top 5 insights I learnt during this day of conferences:
1 – The honeymoon phase for m-marketing is over
• 95% apps are uninstalled within 30 days and 38% apps are uninstalled right after they were downloaded
• Less than 1/3 of apps are opened daily (source: Think with Google)
What does this mean? The WOW effect is not enough anymore! Just having an app which loads and opens correctly used to be enough. Now that most companies have had a go at m-marketing, the key to a succesful app is for it to be (truly) fonctionnal and relevant. Indeed, more than interesting content, users are looking for a fast and smooth experience, with no crash and a good UX, before ANYTING ELSE. They have become much more demanding.
2 – Content Marketing is not just for marketers anymore
Instead of paying a fortune to agencies in order to create content to magnify your brand, just think for a second: isn’t there another way to get access to content closer to home? Use your existing content! Indeed, inside your company, a lot of relevant content is usually set aside and not used to its full potential: internal training documents, reports, and other documents that have not been created with a communication or marketing purpose, but which still hold content that is very relevant to your target! Bonus: this content might even be more relevant than the one created by an agency because chances are it has been created by people who know the brand’s stakes perfectly.
3 – Multi-device behaviour is the (upcoming) new norm
In the world of tablets, smartphones and TVs, sequential use used to be pretty commun: switching from one to the other, or rather AFTER the other. Nowadays, a shift has been noted towards simultaneous use, which means two or more of these devices are used at the same time, either for complementary pupose, where the activities are linked or for multi-tasking. It is a shift that has to be taking into account both in Web Analytics and more generally in advertising (off & online).
4 – Mobile SEO now comes first
On May 2015, Google announced that there is now more mobile search than desktop search worldwide. You were used to think mobile first but now you also have to do it when thinking about SEO. Here are a few tips: think responsible web design (RWD) instead of mobile website, have a look at the accelerated mobile pages (AMP) (lien: https://www.ampproject.org/), which are pages designed and optimised for mobile browsing (e.g.: media articles shared on social media more and more turn out to be AMP).
5 – E-reputation is not solely the business of community managers
A brand’s reputation online isn’t made only through the brand content and the brand official channels (i.e.: brand social media accounts, brand website, etc.). Indeed, WOM is even more powerful these days and this is not (only) controlled by community managers. The new trend consists in involving each employee of the company in improving the brand’s image online. This means: they can monitor, they can post, and globally convey a positive image through WOM. Make everyone in the company aware of what is going on regarding the e-reputation of the business, and even drop some best practices that everyone could apply to improve it.
Of course a lot more is to come but I just wanted to share with you what striked me and what I found interesting as basic knowledge of nowadays Digital Marketing trends.