Internet has changed the way information is shared and also had a great influence on communication towards the public. Communication techniques are now directed inwards rather than outwards with the emphasis on quality original content rather than advertising information on other channels. This reinforces the importance of brand and expands the range of audiences. What else can we expect in 2014?
1. Content marketing will grow further
Content marketing is the main way to gain authority and trust with customers. Valuable content is created and reaches your audience by a number of communication channels, of which the most important are social networks, videos and articles on the website (own and a number of external websites), case studies and eNesletters. The content helps create a reputation in the industry.
2. Marketing on social mediawill diversify
While recently we had only had Facebook, LinkedIn and Twitter, now several new social media have proliferated. Companies are experimenting with a variety of platforms and try to get as many customers as possible there. That is the only way to find out which mix servers them best.
3. Content with images wins
Most of the new social media, which have become popular, are focusing on the images. Therefore, a clear conclusion is that image content is of great interest: it is easily and quickly understood.
Successful blog posts are characterized by well-spaced images dividing text into smaller parts while highlighting what's important.
Another example of success of images is also the boom in infographics, which combine an image with a small dose of texts.
4. Less is more
Another trend is the shift of interest from the in-depth to simple message. Keep it simple - just look at Apple or Google.
Consumers are fed with loads of information and aggressive advertising, so innovative marketer do the opposite. Overwhelmed consumer will not be a satisfied customer.
5. Mobile communications will be necessary
Thanks to the increase in ownership of smart mobile phones you will need to have all content customized for mobile devices. Otherwise, the competition will do it instead.
6. Retargeting will be more effective
Retargeting reminds Internet users of a product they have already seen it. The first time conversion rate is always very low. The fact that one brand or product are reminded creates a sense of familiarity that promotes their trust and increases the likelihood of purchase. In the long term, it is certainly an effective tool expected to grow in popularity by marketers.
7. SEO and social media will be much more connected
Signals from social media are one of the three pillars of SEO. The more people share content, the more likely it is because it is really good. Therefore, its position in the search engine results will naturally be higher.
Social media also serve as signals of trustworthiness. They confirm that the link found truly makes sense. It is therefore worth considering to install tools for social sharing, i.e., buttons that allow you to share content with one click. It is in the interest of a brand to enable readers pass on their content.
It can be expected that by the end of 2014, social sharing will become more valuable than external links leading to the page.
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