70
/ 100
SEO score
Online marketing is a constantly changing sector, and that means we can fall behind without realizing it, or not have time to absorb all the new developments that keep appearing.
For this reason, the aim of this article is to look at some online marketing trends emerging right now, because just like software or hardware, important changes appear in the sector every year, and you either adopt them to join the change or you “die”.
For 2016 there are several trends I have spotted, as follows:
1. Video ads
This type of online marketing format is not new, in fact it has been talked about for a long time, above all for the benefits it offers such as higher engagement or effectiveness compared with usual image ads.
But the reality is that audiovisual content generates much more trust and attention in users because they find it much more attractive.
2. App indexing
Google has allowed you to index an app in its search engine for some time, which improves access to the business through apps.
One of the most important changes on mobile devices is the adoption of responsive web design, which makes our website fit a mobile phone perfectly.
See the article on how to design mobile apps
3. Mobile traffic matters to Google
In 2015 Google already said that, when accessed from a mobile, it would rank sites adapted to mobile devices above others, or in other words, sites without a mobile version would be penalized with a worse position.
What is true is that adapted sites have greater relevance and rating in the SERPs. In 2016 this trend will increase, and it is now said that desktop traffic will have less influence, so it is important to make efforts from an online marketing point of view.
4. Voice assistants
Search engine optimization (SEO) and pay per click (PPC) are two very well-known and very important strategies. Digital assistants like Siri only use traditional search engines, since their job is to look for information.
For digital assistants to find your content, it has to be valuable and rather long, otherwise you will not be found.
5. New paradigm in digital advertising
Demand for digital advertising is growing and that pushes prices up. This is driven by more and more companies running advertising campaigns online, so there is more competition and the price keeps rising.
One point in favour of online marketing is that, compared with other forms of advertising, digital advertising is still much more profitable than traditional advertising. The downside is that, with higher investment, small companies may be left out of running their campaigns because of a budget increase they cannot afford.
