Digital Marketing Recap:
1994 – Banner Ads and Email Marketing
2000 – Mobile Advertising via SMS and PPC
2001 – Blogging, Google Adsense, Pop-ups and PPC ads
2007 – Mobile Websites, Facebook, YouTube
2008 – Online Articles (In-Text Ads), LinkedIn
2009 – Mobile Apps, Twitter
2012 – Native Advertising, Facebook Mobile
Now What? What Online Marketing Strategy Will Become In for 2013?
2013 is the year when the online advertising landscape for businesses began shifting towards cross-screen digital marketing. New players in the internet marketing scene, especially small business owners; should be very careful in choosing the services they will be paying for to ensure a maximum return on investment (ROI).
1. Search Engine Optimization (SEO)
Search Market is still a big in for 2013. In fact it is projected to dominate the digital marketing age in 2016 by 43%. With the recent search algorithm updates of Google, SEO has totally evolved from what it was a decade ago. Now, both organic search and PPC require search-engine friendliness to maximize site exposure. SEO controls a large fraction of services involved for full implementation of each one.
A. Keywords Research
Every SEO strategy starts with keywords research – determining a list of search terms commonly used in searches. This keywords list will be optimized across website pages and link building campaigns.
B. On-Page SEO
On-Page SEO deals with each method used to make website search engine “crawlable” and “indexable”. It also revolves around the list of target keywords found using the process stated above.
I. Monitoring Tools
An important step to ensure that a website is search engine friendly is through installing analytics. This will help search engines extract information on the activities of the website, including audience reach and even useful insights on how the website effectively optimizes its target keyword.
II. Meta Information & Rich Snippets
Beyond page titles and page descriptions, there are other useful micro data formats that search engines use to better understands a website. Rich snippets for example; these are detailed information intended to help users understand the content of a website.
III. Keyword-Optimized Contents
Keyword-optimized content depends on the target market of the business. It is measured with how a keyword is being presented to help the target audience get the information they need for a particular search engine query.
C. Offpage SEO/Link Building
Keyword-optimized content cannot just lay stationary and wait to be accidentally discovered by internet users. It must also be visible on other websites, most especially where the target audience is found. One signal of good content is when it’s being used as reference by other websites. Moreover, off page SEO and link building strategies does not only propel the visibility of website content on search engines but also on other websites.
2. Social Media
Online inbound marketing is becoming more integrated – as social signals are also determining factors for search engine rankings. What is more beneficial in social media marketing is that it is easy to specify which areas to spend on, just based on the demographics of social media users.
A. Facebook Marketing
With 1.11 billion users worldwide, this must be on the top priority when doing online marketing. Facebook marketing focuses on two empirical objectives – to increase brand’s likeability and to engage users with website’s useful content and share it to their friends and colleagues.
B. Google+ Marketing
Aside from being one of the most important social signals in SEO, Google+ provides an array of services that businesses can use to reach their target market. A good sample? Google Places for Business is a useful business directory listing made available for Google+ Local and Google Places apps users.
C. Twitter Marketing
Twitter marketing is similar to SMS marketing, and is now massively flooding the internet. With the increasing number of smart phones, Twitter is becoming more significant for online users who want to get quick access to information. With more than 1.6 billion queries per day, it is viable to fish for marketing opportunities where the business is related.
D. LinkedIn Marketing
If a business is aiming to do marketing with business owners and professionals, then LinkedIn is the ideal social network. With 225 million profiles comprised of companies and individuals, together with their respective networks, a business can definitely get a profit blast just by fostering leads from this social networking site.
E. Pinterest Marketing
Captivating images are widely used to spark the interest of internet users worldwide and relating these images to a product or service of a business has been proven to drive leads and sales. Pinterest provides an easy to pin platform for random images from different websites. What makes it more addictive is its appeal to user emotions as it feeds their interest in terms of visual means.
3. Mobile Optimization
A website without a mobile version might be losing customers. Did you know that 20% of total queries are local and 40% of it is from mobile devices? Mobile optimization also includes the mobile user experience on your website.
A. Website Speed Optimization
A recent study found that more than 80% of mobile users are disappointed with the experience of browsing Web. If the average download speed for 3G networks is 2 Mbps and 6 Mbps for 4G networks, then for a mobile user to see your site in 4 seconds would mean that a website should be a maximum of 1 MB for 3G users and 3 MB for 4G users.
B. Responsive Design
Google recommends responsive website design configuration. This is because it uses a single URL for website contents making it very easy to interact with, share, and link. It also requires no redirection, thus, reducing loading time. Best of all, it reduces resources both for hosting and for Google.
C. Mobile Apps
If a website is similar to that of Amazon, eBay, or Google Apps Store, then building a mobile app for the same purpose is definitely worth the investment. It is easy for target users to search and buy for what they need. A mobile application can certainly be very useful for your online marketing campaign.
4. Display Advertising
Display advertising in digital age is getting more creative and not to mention, becoming intensely competitive. It can also be used as one form of native advertising (ads disguised as content, this time as image content). Pinterest climbs up to the third spot of the top social networking sites because people love images. This itself proves that display advertising is still a viable form of advertising, especially online.
Infographics provide information in just a single image, directly avoiding heavy reading. It is a visually appealing way to present facts or statistics. Apart from this, it is considered as efficient link bait, able to generate large social shares in a short span of time.
B. Creative Images for Social Media
Catchy images are effective link-and-click baits. Why? Because they appeal on different emotions that can easily capture a person’s interest. Image sharing is still one of the best ways to get interaction with target audience. So it is indispensable to research the interest of the target market and then make a fascinating image out of it.
C. Video Promotions
Videos can be captivating business stories for effective online marketing. As a matter a fact they are also ranking on search engine results as alternative to normal, text-based contents. With videos getting viral, a business will be ensured maximum target market reach.
5. Email Remarketing
To differentiate from the spammy email marketing, we use the term–email remarketing. Consumers hate unsolicited emails. So it should never be an option. Especially if it stops someone from doing what they want online.
A. Permission Marketing
Permission marketing was popularized by Seth Godin. It starts with turning attention into permission. Permission then translates into learning. Finally, learning builds trust. So when doing email marketing, it is advisable to send only to those who have willingly subscribed.
B. Lead Generation
Lead generation in email marketing usually starts with free offers and discounts. A call-to-action button must be ready should consumers like what you have offered. Then they must be directed to a landing page which briefly describes what the offer is all about and how it could benefit them. Everything should be in track to keep the leads properly nurtured and converted to sales.
Online marketing can make or break a business. So it is imperative to make sure that every online marketing effort is worth the money spent. Choosing smart internet marketing services is a must!