As the role of marketing continues to expand, it’s more challenging than ever to keep a pulse on what changes are occurring in the field. Continued learning is critical, and if you’re not taking the time to keep up with industry news and marketing trends, your efforts may fall flat.
If you’re worried you might have missed something major this year, we have you covered. Read on for 10 trends that propelled the biggest changes in digital marketing this year:
1. Increased Social Search Functionality
Social media marketing is one of the Belgium Phone Number fastest growing marketing niches, and 2016 brought about much-improved search functionality. In late 2015, Facebook booted Bing and replaced site search with their own algorithm that allows visitors to search all public posts. This year, Twitter updated its advanced search capabilities to allow for long-tail keyword searches. For marketers, social search is exciting because it allows for brand content to be discovered organically. However, increased organic traffic is just one benefit of enhanced social search functionality.
Social search is also an effective research and targeting tool. For example, marketers can search for any term on Facebook and find public posts using that term. These kinds of insights drive content marketing that speaks directly to your audience’s needs. Not to mention, B2B organizations implementing account-based marketing can use these unique insights to inform their targeted campaigns.
2. Real-Time Marketing
Real-time marketing revolves around current and topical events, and it’s an effective way to earn a big boost in traffic and visibility. It’s easier than ever to find trending topics these days: Google Trends provides you with daily updates on the most popular searches, Twitter tells you what hashtags are trending at any given moment, and Facebook provides up-to-date information on popular topics.
Here are a few brands that nailed it this year:
During the 2016 Super Bowl, Gatorade created a Snapchat filter that allowed users to share a Super Bowl tradition—dumping Gatorade on the coach—with their friends. The filter got more than 100 million views, and got Gatorade in on the big event without paying for an in-game commercial.