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3 of the Hottest Trends in Digital Media You Need to Hit in 2014

happy 2014: trends for the new year

02 Jan 3 of the Hottest Trends in Digital Media You Need to Hit in 2014

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 by Kimberly Paine

 

Tis the season for rounding up the zeitgeist for this year and looking to what the next year’s trends will look like. These days, everything changes at a lightening-fast pace. Staying on top of current marketing trends is more important than ever for today’s businesses.

 

Here are three trends in digital media—social media, digital marketing, and other digital hot topics—that we expect to blow up in 2014:

 

Video Will Win Search Results

2011 was the first year people really started talking about YouTube as a search engine—but that was only the beginning. Our recent research confirms the rumors—YouTube has outgrown it’s humble video-share origins to become the destination for consumers looking to compare and contrast products in their path to a purchase.

 

flickr: Looking Glass

flickr: Looking Glass

What this trend means for you:

If you aren’t creating videos around your product or service, start now. Not sure what to video? Start here:

 

Videos in search results get more clicks than any other organic result. More than that, people are now heading straight to YouTube to search, skipping search engine pages like Google or Yahoo altogether.

 

But with 100 hours of video uploaded to YouTube every minute, you need to take steps to make sure your video shows up.

 

Here are some tips:

It can seem daunting at first, but once you get a few videos done, you’ll become more comfortable with the process. So stop procrastinating and grab that camera. You may even be inspired to new levels of creative genius!

 

Paid Search Results: More Crucial Than Ever

 

Think about it—out of the last ten times you searched for something online, when was the last time you clicked past the first page of results? Once? Maybe not at all?

 

So…if you’re a business, you want to do what you can to show up on the first page of internet searches as much as possible, right?

It’s impossible to optimize your website to rank high in SERPs for every search that people might want to find you for. But with paid search campaigns, you can control what searches you show up for and target for location, too.

 

According to Google:
88% of clicks on mobile search ads are incremental to organic clicks.

 

Sometimes business owners wonder if paid search ads pull traffic from organic clicks, costing them more money than if they just showed for organic results.

 

In 2013 we learned that paid search is incremental to organic traffic  to your website.

 

In other words, when someone searches for something, and they click through to your site—either organically or by your paid listing—that click would not have happened if your paid result hadn’t come up on the SERP.

 

What this trend means for you:

 

This trend will continue for 2014, as more and more people search from their smartphones, where sponsored results can take up half the screen.

 

In 2014, almost 90% of internet devices sold will be mobile—smartphones, tablets, etc.—so if paid search makes up a large part of mobile search traffic, you’ll want to be sure you’re showing up in the little ad box at the top of the page as often as possible.

 

Facebook Ads: Paying the Gatekeeper

 

The announcement we’ve been waiting for finally came; Mark Zuckerberg finally announced that the reach for business pages has been drastically slashed.

 

In our experience, the pages we manage get about a quarter of the organic views they once did, but promoted posts are seen more than ever.

 

Many businesses are ditching Facebook in favor of other sites like Instagram or Google+. Before you make the switch, consider where your audience is. If you cater to teens and young adults, you may be better off following them in their mass exodus to sites their parents haven’t discovered yet.

 

But if your business is better suited to an older crowd—who are still sticking with Facebook, for the time being—you should consider investing part of your ad budget into Facebook ads and sponsored posts.

 

Posts and ads can be targeted by demographics, geographics, and keywords, so with some careful planning you can be sure to hit the biggest possible targets with your ad dollars.

 

Contact us

 

Featured image: jeff_golden on flickr
by Kimberly Paine

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