The top 5 July marketing trends demonstrate the ongoing shift towards mobile, personalized, automated marketing solutions.
This month, we’re witnessing many of the marketing industry’s top marketing trends continue to power towards a marketing world that is specifically tailored to each customer.
Here are the top 5 July marketing trends:
1. Video Marketing
Video marketing and video advertising will probably be 2015’s biggest marketing trend.
Ever since the invention of the TV, consumers have had a love affair with video. And despite the interactivity of the internet, people still spend countless hours watching video, both online and offline.
And as social networks such as Facebook incorporate video platforms into their repertoire of services, video marketing is becoming more and more a viable – and necessary – option for marketers. In July and the coming months, expect video to top the marketing and advertising trend lists around the world.
2. Immersive Experiences
Every marketer knows that Facebook is one of the most innovative marketing companies in the world, so it pays to pay attention to their moves.
Their latest innovations seem to indicate that Facebook believes in immersive experiences. Earlier this year, they unveiled carousel ads that allowed users to browse multiple products in the same amount of ad space taken up by static images.
This was followed by more recent experiments in immersive ads, which open up a mini-website for users to browse. Since we already know that Facebook owns Oculus and is banking on virtual reality, it’s easy to see how a carousel’s “window shopping” type experience will transition into more immersive shopping experiences.
3. Professional Content
Content marketing has been a staple of the internet marketing world ever since the internet began. Though many brands have yet to grasp the significance of content marketing, those who are fully engaged are finally realizing how much value they can get from professional writers and content creators.
There are several reasons why professional content creators help brand stand out. For one thing, the marketplace is crowded and competitive – and only the strongest will stand out as leaders.
For another thing, customers are more savvy and less gullible than they were in 2000. When the internet was new, people ate up whatever they could find online, but today, most consumers are desensitized and busy.
Finally, search engines are giving people what they want. When people are less engaged with low-value content, search engines respond accordingly. In the coming years, engagement signals may very well become the primary signals that search rankings are based on.
4. Next-Gen Analytics
Analytics are continuing to evolve beyond previous models. While marketers have known for quite a while that last-click attribution doesn’t provide the accuracy that marketers need to understand their customers or their marketing initiatives, solutions have been slow to evolve.
A number of technical barriers have prevented this development. Shared devices, consumers who hop between multiple devices, and the lack of mobile tracking capabilities are just a few of the problems.
As these barriers are overcome, though, new models are becoming available which offer greater insight into marketing initiatives. Multi-touch attribution, for instance, calculates ROI in real-time using algorithms and sophisticated data analysis techniques.
By following a customer’s conversion pathway across multiple touchpoints, marketers can gain a realistic picture of how advertisements and content actually influence a customer’s behavior. These types of detailed analytics are in stark contrast to last-click attribution, which only gives credit to the final click – necessarily creating a distorted picture of all marketing initiatives.
5. A Mobile-First World
While mobile-first has been the mantra of marketers for quite a while now, the necessity of mobile-first marketing really hit home with Google’s recent Mobilegeddon algorithm update. The update, which penalized mobile-unfriendly sites on mobile Google searches, took effect in April, but some feel that this is just the beginning.
Mobile search rankings and desktop search rankings are beginning to diverge sharply for sites that haven’t become mobile-friendly. Many marketers pre-empted Mobilegeddon by optimizing their websites for mobile before the algorithm updates, but those who haven’t have already begun to feel the sting.
Since technology is becoming more mobile – not less – there’s no reason to expect this to change. As wearable technology, augmented reality, and virtual reality becomes more mainstream, this trend will only become more mainstream.
Expect the mobile ecosystem to become more complex as time goes on. In time, optimizing for multiple screens and devices will become a necessity for any business or organization that wants to stay in the online ballgame.
These marketing trends for July remain consistent with the marketing trends that have dominated the rest of the year. While Mobilegeddon’s enforcement of the mobile-first paradigm took some websites off-guard, it should be no surprise to most digital marketers that this has been a long time coming.
July’s big trends will probably top the charts for the next several months and years.