Last year, Gartner released a study claiming that by 2017, the Chief Marketing Officer would spend more money on technology than the Chief Information Officer. As technology becomes smarter over time, marketers will rely more heavily on the digital world to engage and attract new customers. As you address your startup’s own marketing needs and expansions for Q1, pay attention to these 4 key digital marketing trends that will affect your startup.
1. Mobile Is King
Statistics show that more than 75% of people have at least one mobile device, and this number is increasing rapidly. As smartphones begin to dominate over personal computers as the most popular tool for consuming information, startups should be aware of how this impacts them. Ask yourself the following questions:
In addition, tools like Google Wallet are being developed, which will allow customers to make purchases with their credit cards from their smartphones. This technology allows your target audience to now make even faster purchase decisions than ever before. Regardless of your industry, over time more and more people will be finding you and learning about you through a mobile device, so it’s imperative that your online presence is mobile-friendly.
2. Location-based Marketing Goes the Distance
GPS technology has expanded to all areas of personal technology – a smartphone, tablet, laptop – they can all track a user’s current location. This is very useful information to marketers, and it’s now possible more than ever to create customized and targeted multimedia content to share with your target audience based on their locations. For example, if you find that the majority of your target market is from New England, you can tailor your next whitepaper, eBook, or presentation to include facts or statistics specific to the New England area. By leveraging your audience’s locations, you can personalize your content assets even further, which will create a stronger level of engagement.
3. Short Videos Dominate
In general, videos are a great way to engage with your startup’s target market. They can be used to demonstrate your product, show your brand, or introduce the leadership team. However, the length of a company video is a key factor in determining its views.
The majority of users look at the length of a video before they decide if they’re going to watch it, and generally videos longer than 3 minutes have significantly fewer views than shorter videos. In addition, short videos have been making waves through social media networks like Vine and Instagram. For example, a company called Minute Physics, has leveraged edu-tech by teaching physics lessons in one minute. With over 2 million views, these short videos are proving to be a very successful approach to bite-sized education. Keeping your videos short and concise is key to users viewing them. For more information on creating a video, check out our blog post on bringing a startup’s low budget video to life.
4. Integrated Marketing Overrules Separate Campaigns
No longer will digital marketing efforts be separated into buckets. Email marketing, content marketing, social media, and mobile marketing (just to name a few) need to be integrated and work together to generate the best possible outcomes. This means creating one campaign that incorporates multiple channels and managing these channels together as one unit. For example, an integrated, multi-channel campaign could leverage the location of a large group of target customers to create a content asset that is then distributed through social media channels and email. This asset also contains relevant keywords that will drive more traffic to your startup’s website.
When planning your 2014 marketing budget, instead of thinking about your budget for email separately from your social media budget (as an example), think first about your overall business and customer acquisition goals. Then plan the best ways to meet these goals through the right combination of marketing efforts.
If you have questions about these 2014 digital marketing trends, or if you’d like to schedule a complimentary consultation to find out which digital marketing efforts could be right for your startup in Q1, contact us today.