In the fast-paced world of digital marketing, new trends quickly overshadow proven methods of connecting and interacting with consumers. Often, users determine these trends — and it’s up to digital marketers to keep pace.
As user preferences continue to evolve, tactics that didn’t work in the past might be worth another look. Here are five examples of strategies that are gaining traction among digital marketers and the audiences they seek.
1. Mobile marketing.
Industry watchers have whispered about the transition to a wholly mobile marketplace for some time, but it’s never come totally to fruition. Through it all, desktop has maintained its status as king of e-commerce. That worldwide reign could be very close to coming to an end.
The majority of searches performed in more than 10 countries (including the United States and Japan) take place on mobile devices. To adapt, Google introduced its mobile-first index. This rank will become more important for businesses going forward as they optimize their sites for mobile.
It’s imperative that marketers understand how mobile search works, especially with regard to e-commerce. Conversion rates remain lower for smartphones versus tablets, so businesses should focus on improving those rates in 2017.
2. Facebook auto-bidding.
Facebook auto-bidding still is a relatively new concept, and like anything in its infancy, it has some kinks to work out.
Essentially, this feature allows marketers to bid on the most important asset Facebook can offer to advertisers: real estate. Marketers enter an online auction in which millions of global users bid on impressions.
Manual bids long have been the preferred method…