Online marketing 2018 – tendencies and statistics
We all want to promote ourselves the best way we can and to -get to as many people as possible to tell them about our product/ products. But how many of us actually study the industry of online marketing? Welcome to today’s article, aimed at the professionals who are always one step ahead.
Analyzing the tendencies is essential when it comes to any life aspect, not just business or online marketing. Especially because some of the biggest giants from the world of business failed exactly due to the fact that they decided to ignore the tendencies of the world around them. Companies that refused to understand the importance of this field called online marketing. And then, defeated by the fact that they could not adapt, they will go on saying that “we did nothing wrong and yet, somehow we lost”. You probably already figured out which phone company we are talking about.
Hence, let’s take a look at some of the most essential statistics and trends from the industry of online marketing:
- In 2015 Google registered over 100 billion searches each month.
- In 2016, 50% of the Google searches were made of at least 4 words
- In 2017, 61% of marketers attribute to SEO optimization and to the organic presence the highest importance in the promotion of a business.
- In 2014, 81% of the online buyers from the USA studies and analyzed the market before actually buying
- 72% of the buyers chose a store that is at a distance within 5 miles, in 2016.
What do these statistics mean for the industry of online marketing?
Even if the study is made mostly for the USA and it’s not some detailed study that focuses solely on Romania, the principles can easily be applied here as well, especially because we need online marketing the way we need air.
We’ve already talked about the relevance of a SEO strategy for your website, therefore we’re going to talk about fundamental strategies for any online marketing campaign, without any specific topic. This is going to be a rather general approach because the study of each topic, specifically requires separate attention, as well as a separate article.
1. Marketing for the world of smartphones
It’s no longer a surprise for anyone: Romanians start to use smartphones for more than just being able to answer calls, they use them for Facebook and various games. More than that, in 2017 Romanians used smartphones to complete the Black Friday purchases, in a higher amount than ever. Actually, for the first time smartphones were used more than ever, registering a record number of purchases.
Why should I build a special marketing strategy for smartphones?
First of all, because of the different way they display commercials, from a desktop. Due to their smaller resolution, implicitly everything is shrunk: texts, images, banners, calls to action and so on. It’s not enough to merely use copy + paste from the desktop version into the mobile one.
Secondly, anyone that is familiarized with the concept of AdWords can confirm the fact that the publicity campaigns for the desktop version are different from those for the mobile version. Fortunately (or unfortunately, depends how you look at it) most of the Romanians build AdWords campaigns for the desktop version and totally ignore the mobile side. That’s why you have some real chances of getting in the top of Google searches, for the mobile version, with small investments.
2. Content Marketing.
We’ve already talked about content marketing and its relevance within any online marketing campaign. All the players from the field of online marketing were expecting this moment, the transition from the boring sales texts to the creation of content that actually adds value to the lives of our clients. Today, in 2018, we still find ourselves at a spot of transition, although we catch a glimpse of its end. In the world of spam, in a world where a click can send an email to billions of people, Google and the world of online marketing wants us to be authentic. They want us to come up with creative materials, written by ourselves. Regardless of how well they are written, if they are original and they are ours, this will matter more than a beautifully put newsletter that is “borrowed”.
That’s why content marketing is one of the most important tools of 2018, ready to build the best online marketing campaign. Only through creativity and uniqueness of the content from our site we can become the best.
3. Take a look at the moves the big players from the industry make
Even though we are still at the beginning of 2018, we already can take a look at some major changes made by the giants from the online industry, whether we talk about search engines or social media platforms. One of the social media platforms actually did harshly punish the content made merely for selling purpose and started appreciating original content.
Basically, it started hunting the automated content, the texts/ posts that are spread within more groups and tries to discourage them, by encouraging originality. In other words, the accent lies a lot on the content marketing that we talked about at the third point.
It’s a well-known fact in the world of SEO that things are in a constant, accelerated move. It seems that this widened and got to the world of online marketing. It’s quite possible to notice monthly changes from the side of the big players of the online environment, hence it’s preferable to carefully study the move of each one of them.
Such a player is Instagram, which started 2018 through a massive orientation towards the business user, trying to catch a bigger part from the cake mostly owned by Facebook. We have to say no more about Pinterest, that didn’t even take into account the possibility of separating the normal users from the business ones.
Taking into account all these 3 aspects, we consider that these are the 3 of the most important statistics and trends to follow in 2018 for establishing an accurate strategy. Which do you consider to be the most essential one out of these 3?
We are awaiting your reply in the comments’ section 🙂