The digital marketing industry is one of the most competitive to the extent that practitioners in the field who fail to up their skills are left lagging behind the competition. This scenario is the sad truth that results from the vicious changes that occur in the field every single day.With this in mind, optimal strategy dictates that one stays informed of both the present and future trends in the industry and their influence on their digital marketing efforts.
A look at 2016/17 shows that there is a raft of changes that are set to occur. And as early as now, it is evident that three fundamental changes are going to determine the direction digital marketing is going to go. Therefore to stay relevant it is important to understand these digital marketing trends and adequately prepare for them.
A CONTENT MARKETING REVOLUTION
Research done by Forrester study shows that content marketing proved very beneficial for over 75% of marketers with two-thirds of the respondents observing increased revenues directly tied to their content marketing efforts.These findings have gone a long way to qualify a long-held belief that content marketing is very efficient.
As expected, these results have inspired marketers to invest more dollars in content marketing to massively improve their marketing reach. Currently, as content marketing continues to rule digital marketing, an annual growth rate of 14% will be experienced from now through to 2019 as the $145 billion spent in 2014 is expected to double going forward.
Therefore, the best strategy for any digital marketer willing to take advantage of these changes is to invest in content creation continuously. This investment will entail sourcing more opportunities for developing content and building a content creation team well versed with what it takes to create great content.
THE GROWTH OF VIDEO CONTENT CREATION
Similarly, video creation is expected to grow but at a much rapid rate. Currently, the spending on video creation by over two-thirds of the companies interviewed is on an upward trend and is expected to increase in momentum in the years to come. And as predicted by Cisco, video content will rule the internet with an expectation that it will make 69% of each global consumer internet traffic by 2017.
Albeit video creation is becoming popular, it seems to be much more popular amongst larger companies, an observation attributed to the fact that video creation is costly compared to other forms of content. A DemandMetric research agrees with this view through its findings that over 35% of big businesses create over 100 pieces of fresh video content per year compared with 4-5% when it comes to smaller companies.
The strategy therefore for large corporations with big budgets is to produce more video content to stay ahead of competitors while smaller companies should be content with creating few pieces of new video content per year.
INCREASING IMPORTANCE OF DIGITAL ASSET MANAGEMENT
As digital content grows in prominence and keeps on attracting monetary investment, Todd Foster ,who operates a digital marketing agency asserts that it will become increasingly imperative to efficiently organize, share and manage it to optimize the returns on the investments made. Around 2-3 digital marketers who are senior in ranking observe that visual assets are critical to their brand story communication. However, managing and sharing the digital assets with other teams outside of their marketing teams is proving a challenge as only one out four confess to having that ability. In 2016, dedicated marketing teams will need to master two things; Find existing assets and repurpose them for application in a variety of channels. These efforts will be in addition to their ability to generate a consistent flow of new marketing assets.
Most companies are investing in digital asset management systems that equip them with the capacity to retrieve and store all their marketing assets in an easily accessible library. These systems enable employees to have a readily available centralized source for the assets they need to prop their marketing efforts. It also comes in handy should they need to distribute some of the content to their teams, partners and customers.
Therefore, to remain relevant in the digital marketing industry, you will need to figure out an efficient way of organizing, sharing and managing all content related to your product be it photos, videos, and similar content.