As online marketing continues to progress throughout the industry, quickly trumping consumer demand for print-based products, online presence and brand buildup remain two of the most important aspects for current marketers. However, aligning such aspects with the correct channels to better approach customers where they want to see ads is just as important. Threading the needle when it comes to online marketing may seem difficult, but knowledge of the current market can ease marketing gurus’ minds.
More than 5 percent of all online web visits start with a search using Google, according to eConsultancy, which means at least one in 20 clicks on the web begin with use of a search engine. Search engine marketing, which frequently uses the popular tool of search engine optimization, is a strong aim for marketers’ skills in this regard. Not only can SEO be aligned with the specific market a company wants to reach, but it can also improve brand visibility regarding important industry-related terms, helping a company position itself as a leader in its field.
Another aspect of marketing that continues to evolve is social media marketing. A recent Experian Marketing Services study found that social media websites take up 27 percent of all Internet use in the United States, which means that the different sites have the largest market possible of all Internet-based options for direct contact with users, even beating other popular uses including entertainment and shopping resources. Through Facebook, LinkedIn and Twitter, among other options, social media marketing can be an effective way to reach a responsive, active audience.
Email is the most popular format for business-to-business customers. According to Earnest Agency, as many as 72 percent of this market is likely to share content they find useful over email. Not only does email provide marketers with a built-in audience that they can be confident will respond well to interesting, on-topic information they send, but they have a broad audience reach as well.
Mobile has been a fledgling market in recent years, but as technological growth continues in the mobile development industry, the field’s importance is growing rapidly. As many as 56 percent of American adults now own smartphones, according to a poll by the Pew Research Center, while nearly 60 percent say their phones operate on platforms that resemble smartphone operation systems. To take advantage of this rapid growth, a study from the Mobile Marketing Association has shown that $400 billion in output and more than 1.4 million jobs throughout the U.S. economy will be dedicated to mobile advertising by 2015. As users frequently crave more opportunities for fast and on-the-go engagement, marketing campaigns have a whole new direction in which they can be optimized.
Combining many of these approaches is the concept of content marketing, which helps showcase the knowledge and personality expressed by a brand through relevant information. Blogs, videos and infographics are a unique way to approach educated customers, better engaging and building a brand in question with few issues. In fact, according to the Content Marketing Institute, not only do 91 percent of business-to-business marketers use content marketing, but 64 percent say their top challenge in better marketing production comes from creating enough material.
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