In order to predict the future of digital marketing, it is important to look at the past, and reflect on the change that has already happened...
At iCandy Design, we have experienced and accommodated the changes in user behaviour throughout the years. From social media gaining popularity almost overnight to mobile searches overtaking desktop in 2015, (queue the Google friendly update "mobile-geddon".) As an industry, marketers have kept up to date with algorithms, put in place marketing plans and studied analytics - all ultimately to find out the answer to the question:
Unfortunately, there is no quick fix. The most important thing to understand in order to achieve the optimum goal is to understand your audience. While Google are constantly rolling out algorithms, you need to alter your marketing to suit and understand your audience.
As we have mentioned, mobile searches have become more prominent. In 2015, 74% of all searches globally were mobile searches alone - with around 700 million iPhones sold in 8 years, this is not a surprising result!
Mobile searches are set to continue to rise into 2017 and beyond, therefore it is vital for websites to be fully responsive and compatible for all devices. This October, Google also removed the 'mobile friendly' label from searches. Due to the vast volume of searches that are now performed on mobile devices, a responsive website is now seen as standard.
Paid advertising is another method to get guaranteed clicks. PPC has recently been updated to 'expanded text ads' to give the user more information and has been proven to get a higher CTR (Click Through Rate).
For more information on PPC, read our recent blog post on: "Why you Should be Using PPC".
The biggest difference that we are expected to see is the change in how users are searching. According to Google's CEO Sundar Pichai in 2016, 20% of queries on the Google mobile app are now voice searches.
For businesses, this means that SEO (Search Engine Optimisation) strategies need to be managed and reconsidered to assist these changes.
At iCandy Design, we have a body of knowledge in SEO (Search Engine Optimisation) and marketing strategies to keep you up to date with the latest user behaviour and trends.
If you would like more information on our services, or need help to understand your target audience with supporting ongoing marketing activities, contact us today!