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Trends in Digital Marketing
In my conversation of trends in previous
years I have explored modernism and trends in the use of digital marketing
techniques at a top level, like content marketing, search, email and web
development. But if I’m honest, the leading techniques don’t change that much.
There is a problem of recitation the “usual suspects.” So this year, when I’m
presenting trends I have been taking a look at tools and services to help
digital marketing.
Digital marketing technologies to use in 2015
Many of the trends in digital marketing engage marketers
applying new services, platforms and software to plan, manage and optimize
their marketing, so in this part of the post I take a look at the technologies
that I think will fuel digital marketing in 2014. I recently presented these at
the Smart Insights Digital Impact marketing discussion and at a talk at the
Brighton Digital Marketing Festival.
Content Carnation Tools
With micro and visual happy giving
the highest impact, tools to manage the creation and publication of this
content from different sources become significant to fuel the content marketing
machine.
Content Recommendation, Personalization, Re targeting and
Effectiveness Review Tools
Even if you have won the battle to create outstanding
content, site managers still have the challenge of connecting audiences with
the most relevant content. Dynamic recommendation of the most applicable
content for a visitor can assist here.
Examples include:
- idio
(B2B and B2C content recommendations)
- Barilliance
(Ecommerce content and offer personalisation)
- BrightInfo(cost-effective tool
for content recommendations to boost conversions suitable for blogs)
- DemandBase (B2B)
- Monetate (Ecommerce)
- Evergage
(B2B and B2C)
Content distribution services
Here content sharing
means organic and paid sharing via social networks. The tools featured here
focus on organic distribution
- Hootsuite
- Sendible
- Oktopost
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Integrated SEO, Content and Social Media Management?
There is a
question mark here since this is an, as yet unattainable goal. The tools I advise
here originated as SEO told for reviewing keywords and back links, but are now growing
into social media and content management. They’re also featuring more
management tools and workflow for multiple people in a tool. Analytics SEO is a
leader in this area.
Examples
include:
- Moz
- Raven Tools
- Analytics
SEO
API service addition and Hubs
APIs are
integrations between different platforms. They are a key consideration in any
type of tool you purchase here. No examples of tools in this section, rather
efforts made by platform vendors to put together other services to add value to
their own tools. CRM services are particularly strong at this as are analytics
tools such Adobe Analytics (formerly in Monitored).
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