Digital marketing trend watch for 2018 Part 2
In Part 1 of our blog, we focused on social media, particularly on why businesses should make a greater investment in sponsored content. In Part 2, we uncover online aspects that businesses must be aware of this year to remain digitally relevant. Let’s dive right in:
Let professionals handle your SEO
SEO is a science that has to be constantly studied to keep up with the constant changes. It’s the only way you will stay on top in search rankings. According to Search Engine Land, it is harder for companies to convince Google that their content is relevant, and they may even be penalised just for trying. There is no way to beat the system, you have to do it the right way.
Invest more in your online space
Brands need to start paying closer attention to their mobile strategy’s role in the next-generation customer experience because it can be used as a communication channel, support and service mechanism and purchasing tool. Take a more active role in understanding how your customers are interacting with the business online. To achieve this, invest heavily in sophisticated underlying technology with the right architecture, talent and processes to deliver online experiences.
Instead of focusing on a single channel experience in digital marketing, we need to create an ecosystem of more fluid, multichannel platforms to enhance the user experience. These platforms must also feel consistent. Having an optimised website is the baseline, but more is needed from companies. The website must represent user-friendly navigation – it must be effortless for customers to browse through the content and buy products.
It’s all about creating experiences that take them on an online journey. You need to think of your website as its own environment. Once someone lands on your website, they go on a journey passing through pages and deciding if they would like to stay. The key to improving one's bounce rate lies in generating exceptional content that is tailored to your client’s profile. Online visitors will stay longer and improve your engagement and conversion rate. Once visitors willingly provide their contact details for more information, it’s time to put that to good use through well-timed and structured campaigns.
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