What are the most successful digital marketers focusing their efforts on this year? Here are our top three tips for 2015.
1. Make it mobile-friendly
Torque Mag reports that more than a third of web traffic now comes from mobile devices. This means that a responsive site is no longer a matter of choice – it’s a necessity. Another advantage of prioritising mobile is the fact that Google has now introduced ‘mobile friendliness’ as a ranking factor.
When someone searches Google on a mobile device, those sites that are considered ‘mobile friendly’ will now receive a special label alongside their search result.
According to Google, a page is eligible for this label if it meets the following criteria:
- Avoids software that is not common on mobile devices, like Flash
- Uses text that is readable without zooming
- Sizes content to the screen so users don’t have to scroll horizontally or zoom
- Places links far enough apart so that the correct one can be easily tapped
If you’re not sure to what extent your site meets the criteria, you can get your pages appraised by Google’s new tool – the Mobile-Friendly Test.
Of course, if you have a WordPress website, there are plenty of responsive themes and solutions readily available. We’re here to assist and guide you.
2. Straight to video
Using video for marketing purposes is going to be even more prevalent in 2015. An important growth area is the ‘how to’ video, which shows how a product or service works.
Wouldn’t you rather watch a demo than trawl through a manual? It’s certainly easier to check out a video than scroll through a list of FAQs on a mobile screen – so it’s advisable for marketers to make sure that their videos are suitable for mobile platforms.
3. Analyse everything
The beauty of digital communication is that you can measure the efficacy of your marketing efforts and track how customers are interacting with your products or services.
Most of us are already using at least one tool, like Google Analytics; and the use of specialised software to make sense of marketing data is set to grow even further this year. Inbound Now predicts that the use of such systems will spike by a whopping 60% in 2015.
Spurred by this surge in demand, more and more amazing tools are hitting the market and it’s well worth doing some exploring. Google Analytics is great. However, once you need to delve deeper into your stats, you may find that you need an additional, more relevant solution.
One tool we love is Mixpanel, a solution for answering “any question you can ask about your data”. With the belief that page views are not the only measure of success, Mixpanel provides an opportunity for marketers to measure how engaged consumers are by tracking their actions instead of their page views. Find out more.
Another great option is KISSmetrics. While Google Analytics tells you what’s happening, KISSmetrics tells you who’s doing it – over multiple devices and browsers. All data is connected to one person and you can track their every action across all touchpoints. More here.
Each client has unique requirements. Chat to us if you would like us to assist you with a recommendation.