Every year brings something new in the digital marketing world.
2012 brought a large surge in mobile presence, social media channels, and more options to research and book online travel than ever before.
What will 2013 bring? We’ve compiled a list of some of the top marketing predictions below.
1. A focus on visual content
Videos, images, illustrations, info graphics, etc. will change from “its nice-to-have” to a key strategy in acquiring and increasing customer engagement and influence within target audiences.
Thanks to high-quality displays on computers and iPads, customers expect to see high-quality images and videos. Most people view photos and videos before booking a hotel, so make sure you outdo your competitors in this area.
2. Make sharing your businesses photos easy
Customers love to show their friends pictures of where they are going or where they have been. This is a great opportunity to grow your presence on the web visually. Include share buttons for your web visitors, or even craft an email promo to new guests with great pictures they can share.
3. Businesses will continue to build their presence on social media and blog platforms.
More people are engaging in social media than ever before. These people – trusted sources to friends and family – are sharing their opinions and feedback. This is a key element in advertising, and why social media is an ideal and very important way to reach and engage potential customers.
Social media and blogs are also great ways to make the most of visuals and capture travel opportunities. Engaging the visitor is very important, and travelers love to consume videos and read reviews before booking a reservation. 2012 brought a 15%* growth in referral traffic from YouTube, and 89%** of leisure travelers watch videos online.
4. Mobile marketing strategies will be key
Every Christmas season brings a surge in new tech gadgets. We can expect a significant increase in the number of customers using new smartphones and tablets. And new territory is always a new opportunity. Mobile will continue to be a core customer acquisition channel, especially for small and local businesses.
5. Ensure your content is optimized for a variety of platforms
Depending on the users device (desktop, laptop, tablet, smartphone, etc.), information may be viewed differently. The iPad and iPhone are by far the most used mobile device, but don’t forget about Android users too.
6. A focus on ‘context’ rather than ‘content’
Website visitors are more impatient than ever. It’s important that they are able to find what they are looking for, especially for search traffic. Google will lower the rank of a page when it sees that visitors quickly abandon. Make sure that your search traffic is able to quickly find what they came for.
There are sure to be many more exciting changes in the coming year, but being on top of the competition by enhancing your online initiatives will ensure a successful start to the New Year.
*Think with Google: Travel Video http://www.thinkwithgoogle.com/insights/library/studies/think-travel-video-one-sheet/
**Think with Google: The 2012 Traveler http://www.thinkwithgoogle.com/insights/library/studies/the-2012-traveler/