Which topics and trends employ marketers in 2015? Which technology trends alter the digital marketing?
The Digital Trends Report 2015 examines selected technical trends and their impact in marketing and shows how technology trends Marketers should take this year. Here you will find the most important developments at a glance.
Content and dissemination strategy
Content is King: With the growing awareness of content marketing also increase the efforts of the marketing departments to produce as many content to numerous possible topics. Whether corporate blogs, newsletters, social media, digital magazines or videos: The user is flooded with more or less relevant information and often overwhelmed. From a marketing point of view, it is therefore all the more important to focus on the quality of content to select strong and to provide users with high-quality and highly relevant content. Only in this way the user has the ability to perceive the important for him post or mail.
But even the best content can reach the user only on the appropriate communications channels. According to Digital Trend Report provides the right distribution strategy in 2015 a key success factor in marketing and product communication. A successful strategy means that the user can individually decide where and how they absorb the content. Because every user works differently: While a preferred content appropriate in writing, while others tend to use an audio or video post. The 'distribution' of the content is therefore just as important as its quality to reach the user in the most pleasant for him form. Which can be achieved over as wide a range of communication channels. The user will receive the greater control over back, who, when and how to communicate with them.
Build digital ecosystems
But it is precisely the use of different communication channels and platforms also brings a wide range of technical regulations and limitations. This, however, often lead to the appearance of a product or company on the different channels varies greatly. However, a consistent brand image requires a seamless communication. This applies to a uniform appearance as well as for the content and the tonality on all channels and customer touch points.
Whether social media channel, newsletter or website: Users agree to the brand personality and should recognize any differences between the means of distribution of contents perceive. To achieve a consistent brand image to marketers but must first deal with the possibilities and limitations of various communication channels apart and recycle their content specifically for these platforms.
The Digital Trend Report assumes that companies increasingly employ in 2015 with the development of a consistent brand image and this additional financial and human resources to apply. Based on the personality of the brand can thus a kind of digital ecosystem arise, with a consistent appearance, a uniform tonality and integrated content, so the trend report.
Many screens, it is a story
In addition to the variety of communication channels and platforms also the growing number of different mobile devices is one of the great challenges in marketing. This situation will get worse with the proliferation of wearables as Smart Watches. According to an online study of ARD and ZDF 5.4 Internet-enabled devices are currently in German households on average available - three of which are regularly in use. Especially with the mobile devices and the trend is rising sharply.
In addition to stationary computers and tablets play smart phones and in the future wearables an increasingly important role. Marketers need to adapt to this development: Your content should reach the user, regardless of screen size or device type. This also means, prepare the same content for different formats, platforms and devices. Particularly with regard to Smart Watches contents must appeal to users more direct - and be formulated accordingly concise. With just a quick glance at the display of the SmartWatch has to arouse the interest of the user and to guide him in connection to another platform with further information. With Responsive Design and the Adaptive Design are two ways of designing websites that adapt to the characteristics of the used terminal.
According to Trend Report, companies must also set in terms of SEO with optimizing their sites for mobile devices apart. So Google has responded and announced to adjust its search algorithm earlier this year to the rising number of accesses via mobile devices: From the end of April, the mobile user experience of a site will also affect the ranking. Web sites that are not optimized for mobile devices, are then expected to lose visibility in the mobile index.
Respect users' needs
Another important issue for marketers is probably the rising sensitivity of users for their own online privacy this year. One reason for this are several security incidents in the past year, the media and public attention found. For example, numerous iCloud accounts were hacked by celebrities and leaked nearly 500 photos to the public in September 2014. But even large companies such as the Internet auction house Ebay, or Internet service provider Google came with millions of lost access records in the headlines.
Messages like these fuel the fears of users against the loss or misuse of their personal data. This tendency is exacerbated by public privacy discussions. The result is that users are increasingly insecure, what personal information will be in any form used by these companies. At the same time, many people missing, according to Trend Report the basic technical understanding to make an appropriate risk assessment on the use of online services. It concerns as well as a certain mistrust of the user may result, which in turn has a negative effect on their willingness to divulge personal information.
The sensitivity of the users of their online privacy has increased in the past two years, according to Trend Report: why should online marketers even more responsive to those needs. Can be seen as the basis of the App or browser settings that a user rejects certain types of tracking, marketers should comply with this request. Even if the data - for example by loopholes - would still be reached. Those who ignore the needs of users, risking a loss of image. By contrast, create a targeted education and information of user’s additional understanding and trust.
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