Marketing agencies in Toronto have surely noticed certain trends in digital marketing of late. As connectivity shifts from desktop to laptop to tablet and mobile, customer interaction is becoming not just a thing, but the big thing. Social media penetration is at an all-time high at 28% penetration globally. Locally, this means that Social Media Agency figures in Toronto must focus on the users of these media outlets if they want the dollars that mobile internet traffic brings. There has been a lot of attention on trends connected to buying and other internet traffic. There’s a lot to assess, and it’s all changing rapidly, but experts in the field of digital marketing have isolated a few trends that they believe will be with us for some time:
Mobile Users Drive the Market
At one time, it was rare to see web sites that were mobile-friendly. That has changed drastically. Consumers who buy online spend a lot of time on the internet, but they are on the move while they’re doing it. Responsive web design is a two-edged sword: without it, you are cut off from potential clients who don’t want to be tied to a desktop computer, but with it, you eliminate the barrier between your business and smart phone and tablet users, who now account for about 87% of connectivity devices that are sold currently. Mobile app design and sales are booming, and will likely continue to do so. The good news is that it is not necessary to maintain two websites to reach both desktop and mobile users. A good responsive web design will pull from one code base and one set of content without incurring extra expense.
Readers Want Quality Content
Your or SEO agency in Toronto needs to pay close attention to the content of your web site. Loading filler copy with keywords isn’t enough to get you an audience anymore. With advances such as the Hummingbird algorithm, attention is being paid not only to text, but to context – nuances in speech patterns, and their browsing and interaction habits – to make content relevant to visitors to your site. A low page ranking or a high number of links that are determined to be spam will cost your web site visibility on Google and other leading search engines. You need to pay attention to the quality of your content, because if you don’t, the bots will. This, incidentally, has led to a huge uptick in the number of content mills – that is, web sites that pay writers to crank out articles and other pieces for hire. Anything that someone wants written can be crowdsourced fairly inexpensively.
Learn to Love Social Media
Diversity across social media outlets is also here to stay. Consumers aren’t just on the biggest two or three social media platforms anymore. The 15-19 age bracket manages to spend at least three hours daily spread across sites such as Pinteres, LinkedIn, Facebook, Instagram, Vine, Google+, Twitter, YouTube and others. Many have accounts on upwards of half a dozen networks at any given time. If you hope to capture their time and attention (and ultimately, their wallets), you need to be right there with them. Not only is setting up accounts on social media vital, but they need to be fed regularly. Putting out fresh news about your business, conversation prompts, questions, and so on will keep your business in front of your customers. If you find this idea a bit overwhelming, you’re not alone. Consider asking a college student to intern as your resident social media guru.
This brief overview of industry trends and predictions should help you to map your digital marketing strategy for the coming year if you want to give your Toronto Digital Marketing Agency a leg up on your competition.