Let’s review some of the biggest digital advertising trends that are shaping the present and the future.
Today, the increasing number of tools consumers have at their fingertips to make purchase decisions has shifted the way they buy. For example, before the internet, if you wanted to buy a product, you went to the store and bought it. Even if you visited a few different stores, for the most part, it was a one, two, or three-stop-shop.
Now we have the internet, smartphones, magazines, TV, and brick-and-mortar businesses. What used to be a one-stop-shop has grown into a journey in which customers interact with your business in lots of different ways.
That shift has birthed a form of marketing known as “omni-channel,” which focuses on providing a seamless experience across all channels. If you’re a brick-and-mortar business with a website, you want the experience of transferring between that website to your storefront to be as easy as possible (to see a product on TV, research desktop, order it on mobile, and have it ready and waiting for you in the store, for example).
According to AdWeek, 62% of companies have, or plan to have, an omni-channel marketing strategy. Additionally, 70% of businesses say that omnichannel strategies are important, very important, or critical to their success:
Take Disney for example, who allows users to book trips right from their website, then plan them step-by-step with the “My Disney Experience” tool. You can find places to eat, decide where you’ll pick up fast passes, and even get info about attractions (like their location and estimated wait time) right from your mobile phone.
The seamless transition between desktop, mobile, and in-park experience is a model that many brands today try to emulate.
Google expects these new AMP ads and landing pages to please everybody for three reasons:
- Web users will be more likely to click on a result if they know they’re guaranteed a positive experience.
- That improved user experience will result in higher conversion rates for marketers and advertisers.
- Publishers boost their revenue while allowing users a way to return to their content.
More landing pages
There’s no doubt landing pages have become a more popular marketing tool in the last few years, and recent data from Search Engine Journal shows that’s not changing anytime soon.
According to their State of Digital Marketing report, the content that marketers are seeing most success with are ebooks and whitepapers. So what does that have to do with landing pages?
More often than not, landing pages are where users actually get those ebooks and whitepapers from businesses who offer them in exchange for something in return, like name and email address.
These standalone web pages, which use highly persuasive elements like social proof and benefit-oriented copy to convince visitors to convert, can be a powerful addition to every stage of your funnel.
At the top, squeeze pages convince your prospects to part with their email address so you can nurture them all the way to the bottom, where sales pages get them to buy.
In between, lead capture pages help you learn more about those prospects — a lot more. Research shows that companies with over 40 landing pages generate 12x more leads.
If your biggest goal, like all digital marketers in 2016, is to “increase lead generation,” then landing pages are the weapons you need to add to your arsenal.
According to Teads, not many people knew about this ad format before last year. But already, 77% of agencies say outstream is going to be crucial to their clients’ success going forward.
Its speedy rise to popularity has a lot to do with annoyed internet users, competitive advertisers, and publishers looking to drive revenue. So what is it exactly?
If you thought Instagram got big fast, wait ‘til you see its growth compared to messenger apps:
WhatsApp, WeChat, and Facebook Messenger are already outpacing the world’s biggest social networks, and some experts predict, with a little help, they could even spell the end of search engines.
That help comes from chatbots — customer service agents introduced to Facebook’s messenger platform earlier this year at the social network’s F8 conference. Since then, 18,000 bots have been developed to help brands offer streamlined, individualized service through chat.
At a time when digital marketers have to be everywhere and track everything, marketing automation technology is a must-use. These tools save employees time while giving managers greater insight into what drives their business.
Today, nearly half of all companies use marketing automation technology, and 91% of the most successful adopters say that it’s “very important” to the overall success of their marketing across channels. Here’s how they’re using automation:
Nobody likes remarketing ads. They’re creepy, annoying, and ineffective, right?
Not so, says Search Engine Journal. Data from their recent State of Digital Marketing report shows that 91% of search experts use remarketing and claim it’s an effective tactic:
As far as it being creepy and annoying? Data from WordStream shows that’s not true either.
How could we claim remarketing ads are irritating if their conversion rates increase the more they’re shown?