We move at such a fast rate through the digital age, that often it’s necessary to take a step back, take stock, and consider what has developed over a very short space of time. When we look at the bigger picture, 2016 has been a very important year for digital marketers, and here we examine some of the hottest new trends that have developed:
1. Video streaming apps
At one point they were seen as fringe social media platforms, or ‘flash in the pan’ type apps that wouldn’t stand the test of time. Now platforms like Meerkat and Periscope are being taken seriously, and exploited wisely by savvy digital marketers. Streamers on these two apps are able to broadcast live video on to other platforms, such as Twitter, and the growing numbers that are participating, along with the high level of engagement involved, has provided a good opportunity for video advertising that targets a number of demographics.
2. Identity-based PPC
Many professionals, therapists included, are targeting a very specific potential client base, be it geographical or demographical. For this reason, pay per click (PPC) advertising can be helpful, allowing us to target audiences according to the search terms they enter on Google. In 2016 we have seen PPC develop further with the introduction of identity-based capabilities that can structure adverts directly to individuals based on information such as their phone number or email address. It’s a welcome new tool in the digital marketer’s box.
3. Sharing of customer experiences
There’s nothing like word of mouth recommendations, and just because so much of our marketing has moved online, it doesn’t mean we shouldn’t try to inspire the same organic effect. Encouraging the sharing of customer experiences through social media, whether by a competition or project, is seen to take the best bits of traditional word of mouth recommendations and use online networks to multiply its effect, reaching a new audience. Whether by YouTube, Instagram or Pinterest, if you can encourage your customers to share their positive experience with others, you’re halfway to kicking off a hugely beneficial viral spotlight on your business.