Entwicklung im digitalen Marketing

A lot of wind, but little motion: development in digital marketing

Digitalization is a daily topic especially in marketing circles, but in reality it is creating surprisingly little turbulence. For example, the same candidates remain at the top of the ranking of the most important online marketing channels. The trending topic of content marketing is taking shape.

According to Econsultancy’s Cross-Channel Marketing Report, the trending topics in the progress-driven online marketing industry were the same in 2015 as they were in 2014. The following are still considered to be the most important online channels:

  1. The company’s own website (53%)
  2. Email marketing (46%)
  3. Social media (36%)
  4. SEO (38%)

In this list, SEO (+4%) and SEA/Paid Search (+3% = 18%) are the only items to make significant gains compared to the previous year, whereas the other items on the list lost between 2 and 6 percentage points. Mobile marketing, however, has remained unchanged at 15% in sixth place. Mobile apps have gained 6% (=10%), whereas display advertising and targeting are losing significance as important marketing measures.

When it comes to the ROI of email marketing, 66% of all responding companies rated the second most important marketing tool as “good” or “excellent”.

The hype topic of the year 2015, Content Marketing, has in the meantime taken shape. More and more content is being produced, which invites its audience to share, like and comment on it. Focus is placed on offering a variety of media formats and thus providing content that is attractive to the individual target audience. Three developments are to be expected in 2016 in this regard:

  1. The compilation of content will become more individualized
    Twitter’s new Lightning project, for example, clearly indicates that the aggregation of content will become increasingly comprehensive and individual. Complex software will be used to compile user images, videos and posts in order to fully illuminate news events and create collages of important events. This provides companies with the opportunity to reach a broader audience in creative new ways.
  2. More detailed content
    Google’s Knowledge Graph now already provides instant answers to many questions entered in the Google search. More detailed and in-depth content will be required to ensure that users still visit the company’s own page.
  3. Competition is increasing in favour of quality
    Competition in the content market is becoming fiercer because it is financially possible for an increasing number of companies to provide content marketing due to new algorithms, formats and technologies. This has a positive effect on the quality of the content.

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