The world of digital marketing is constantly changing as the algorithms used to calculate searches becomes more finely tuned to the needs of consumers. Staying up-to-date on these trends is crucial for any business owner who wants to stay relevant and ensure that their company is findable on the vast internet. In 2016, a few major changes will be coming that all digital marketers need to be aware of in order to capture the attention of search engines and potential clients. Learn more about the 3 major changes coming in 2016, below.
Keep these digital marketing strategies in mind.
The 3 Big Changes Coming to Digital Marketing in 2016
Artificial intelligence is making search smarter
Google recently released the details of Rank Brain, an indicator they use to determine which website will be shown when a user searches for specific queries. The tool uses sophisticated AI that allows it to memorize past searches, how a user is searching, and can detect where the user is physically located to provide the most relevant content possible. For example, if you search “best coffee shop,” your results will differ if you search from your home computer versus your work computer so that only the closest and most relevant results are delivered. This means that digital marketers need to be aware of what people are searching for and adjust their content to meet the needs of what users actually want to find.
Content must be shared widely
While in the past content marketing was a means to bring consumers to your website, it’s becoming increasingly important to bring your content to consumers. 21% of Americans under the age of 25 don’t have a desktop or laptop computer and an increasing number of consumers are getting all of their information via apps on tablets and smartphones. This means your content needs to be shared and viewable on social media channels as well as your website to ensure that users see it and engage with it.
You’ll have to pay to play
In order to get your content in front of the right eyes, creating a budget for digital marketing is going to be crucial in 2016. Simply putting your content onto social media channels is not enough: You must create an ad budget to ensure that your content makes it in front of your target consumers. For more insight into how to increase the effectiveness of your digital marketing program, listen to this AHA Business Radio episode where we spoke with Gina Ramsey, Senior Vice President of Adventure Web Interactive.
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