The impact of online marketing on the global market has steadily been growing for years now and it continues to do so in 2014. On top of that, it also has a steady inflow of new possibilities and shifts of focus.
Online Marketing in 2014
Most experienced online marketers are aware that the Web is constantly changing and the trend of keeping up with the changes is slowly picking up with business owners as well. The marketing possibilities that the Web offers have not been thoroughly explored, especially when we pair it up with technological advances in general.
That’s all fine and well, from a global perspective but how does the whole thing change in 2014 for regular business owners and online entrepreneurs? Here’s how:
We all know that the mobile web has a very strong presence but not everybody is aware that mobile devices have gone and replaced PCs as primary browsing devices. It is a fact that most people use multiple devices to surf though but now, we officially spend more time browsing online content on our tablets and smartphones and the numbers back this up. This means that you will need to take into consideration the needs of mobile users in terms of website optimization and also into mobile marketing.
As far as website optimization goes, there are three separate approaches you can take:
1. Responsive Website
This is probably the cheapest and most practical approach, since you are keeping everything in one place with a one-for-all solution. The problem with responsive websites is that they are not perfect, but they are getting there.
2. Mobile Website
Involves a lot more logistics, like combining analytics from two websites, managing comments and content on both and it may even require more manpower to run, but if you can pull it off in terms of human resources and funding, it is a solid solution.
An application is your option to avoid a full-blown overhaul of an old website with tons of content, which would cost you both too much time and too much money to manage. In terms of SEO and PPC, this approach is quite obsolete.
PPC vs SEO
There has been a strife between these two sides for a long time now and there are people who will claim one is better than the other but, as always, the truth lies somewhere in between. While it is true that PPC will get you instant traffic, it is also true that you will lose a vast majority of that traffic once you stop paying for them (and you do this on a daily basis) and there is the question of raising conversion rates in this situation. On the other hand, we have SEO with its long-term solutions and natural growth, which takes time to show any signs of progress and with questionable results due to its complexity. A combined effort of the two is probably your best bet, since they really balance each other’s weak points.
Let’s focus on SEO specifically, and address the focus on quality content that has become a necessity for link building purposes. First of all, landing page links in random blog posts don’t get you jack squat. If you don’t provide value or are not artistically well anchored within the text as a “relevant landing page” (and chances are you are not), then you probably won’t get the amount and quality of traffic you are looking for.
When you have a blog populated with well-written, relevant material for your niche, which you can link to within your guest blogging campaign, then you can actually get someone to stay a while and have a look around. On top of that, through quality content, you also establish your brand reputation and setting yourself up as a niche expert, which is great marketing value. There are some things you should be aware of when starting your first blog, and you should probably read up on that before you start posting.
Social network signals are also an important aspect of SEO and you can provoke them only through good content which people will want to share with their friends and followers.
This year’s 1st quarter has shown a small rise in comparison to the same time a year before, but it also shows a small decline when compared to the hype from Q4 of the previous year, when it comes to PPC. We all know what PPC is for and it continues to fill the same position as it always has. The only thing you need to figure out is if you are getting your return on investment and if you are targeting correctly.
There is still a long way to go this year and you should remain updated about the changes that will ensue throughout the year. I hope I managed to shed some light on this subject. I wish you a fruitful year.