- •Table Of Contents
- •Introduction
- •Chapter I: Qualitative research
- •1.1 Focus group
- •Variants of focus groups include:
- •1.2 In-depth interviewing
- •Chapter II: The major digital marketing trends
- •1. The Rise of Content Marketing
- •2. Augmented Reality & Wearable Technology
- •3. Marketing Analytics Will Bloom
- •4. More Videos Than Ever
- •5. Personalized Means Better
- •6. More Marketing Noise Than Ever
- •7. Visual Storytelling Will Go Wild
- •8. More Money Allocated in Online Ads
- •9. Hyper-Segmentation and Micro Targeting
- •10. Going Mobile All The Way
- •Conclusion
- •Glossary
- •Bibliography
5. Personalized Means Better
Marketers want users to interact with their content, and what better way to achieve that than through providing something relevant? By offering personalized content during the last year, companies were able to increase the number of sales, lower the costs of operation, inspire users to stay longer on their websites and foster customer satisfaction. Personalization is expected to become a widely adopted practice in 2015, leading to the growth of 1-to-1 marketing.
6. More Marketing Noise Than Ever
Together with increased interest in content creation goes marketing noise – a kind of low quality content that doesn’t really add any value. Because marketers will focus more on providing interesting and engaging content, we might see marketing noise slowly losing its power.
Over the last few years, marketers increasingly appreciated a long copy over short one and we’ll see this trend blooming in 2015. The length and value of the content will be more essential than ever for effective SEO – Google already labels content of less than 200 words as Thin Content and has two special search algorithms in force, Panda 4.0 and Pay Day 2.0, that are specifically aimed at reducing the ranks of low quality content.
7. Visual Storytelling Will Go Wild
Due to the increase in marketing noise, marketers will need to find a medium that will help their message to stand out from the crowd and that could be visual storytelling. Perfect for engaging and nurturing engaged consumer communities, visual storytelling will be employed to communicate the brand’s philosophy and aesthetics.
Together with increased use of videos, visual stories crafted for marketing purposes will be able to spark the movement and inspire emotions, sending a clear message about the brand to its consumer communities and helping to define it against the surrounding surge of noise.
8. More Money Allocated in Online Ads
The web is a place, where people spend their time during work and free time, giving marketers a wealth of great opportunities for targeting, segmentation and tracking options that are simply unavailable in traditional offline advertisements.
Internet advertising is predicted to rise by 10% – on a global rate! Furthermore, mobile ads are also expected to grow by a smashing 48% in 20154. Consequently, online ad spending will increase during next year and this trend will continue further on, allowing marketers to precisely target specific user groups.
9. Hyper-Segmentation and Micro Targeting
Lots of people use various websites and leave a whole wealth of data on the web – Facebook and Twitter can act as valuable repositories of data about their audience. Access to this information will allow marketers to target niche audience sizes and the use targeted advertising more efficiently than ever.
In general, there’s a fair amount of social acceptance for the use of data for online advertising – perhaps more than you would expect, since only 47% of consumers opposed a law that limited the use of data for this purpose. Targeted ads are considered twice as effective as non-targeted ones and one study demonstrated that retargeted display ad will inspire 1000% more people to search for this product! No wonder that targeting strategies are expected to dynamically rise in 2015.