By Angie Tran On
Marketing is evolving day by day. Looking back at 2013, it was the year that really evolved the way we market to our target audiences. As we move to the end of 2014, we are excited to explore how far it would push the boundaries. According to Josephine Sabin, Marketing manager of DesignCrowd (The Business Insider, Dec 2013) there are 3 marketing trends Australian marketers should look at and budget for:
Marketing trend #1: Content is still king
But it needs to be presented in a much more interesting and visually innovative way
In 2014, text-based content is no longer the key to success. Instead, it is videos, images and infographics are taking priority. Put it another way, content will need to be more interesting and visually innovative. Hence, there is the need to partner with graphic designers, video producers, and photographers to combine ideas for more interesting and stimulating content. The earlier you get ahead, the better chance for you to get ahead of your competitors.
Texo Design has adopted a content sharing strategy on social media platforms that is more image-based so that audiences are able to visualise the message delivered. We have found out that it helped increase our audience reach compared to text-based content.
Marketing trend #2: Real time marketing
For those who aren’t aware of real-time marketing, it is a way of using data analytics with a process to shift marketing message in real-time or near real-time (Zena Weist, May, 2014). In simple terms, your brand can quickly respond to an event through content sharing via developed platforms.
Bigger brands can implement real-time marketing quite easily as they have well-developed social media teams along with agencies at their disposal. Whilst, small and medium companies can maximize real-time marketing by aligning own created events with marketing campaign to engage their relevant audiences with an action that will benefit both the person taking action and the brand itself. Real-time marketing success starts with a day-to-day activity and not a single well-time moment. Even though it is a viable solution for every business, in order to succeed, businesses need to design campaigns based on their target audience, products or services and desired responses.
At Texo Design, we leverage social platform like Twitter and Facebook for real-time marketing for our business as well as in-house products e.g. Texo Energy Saver. We create campaigns to encourage users join conversation, retweet or share the post with their friends. It encourages user to stay connected with the brand to keep up-to-date of the latest news and information around website development, mobile development and other business management issues including but not limited to business analysis, creative design and social media marketing: Like our Texo Design’s Facebook or follow us on Twitter @TexoDesign
Marketing trend #3: Pay-per-click advertising (PPC)
According to a report by WebDAM, a digital asset management solutions provider, PPC budget will increase by 70% in 2014. One of the reasons is because SEO takes time and since Google removed specific search data from Google Analytics, “many businesses have found themselves left a little in the search dark” according to Josephine Sabin. In contrast, PPC can bring immediate results, cost efficiency, and great analytics. However, when budgeting for PPC, you should take into consideration what keywords you want to use, your daily budget and what is the best way to optimise your budget.
Texo Design believes keywords still play an important of an overall campaign. We categorise our keywords into 3 groups: information searching keywords, evaluating keywords and purchasing keywords which we believe are the best practice for both SEM and SEO.
In summary, Australian marketers should keep track of these marketing trends and design campaigns that help maximise marketing efforts. For startups, the focus should shift to visually entertaining and branded content, real-time and social media, as well as utilising the benefits of PPC.