By Jeff Bullas
The drivers of change are complex and interwoven in the world of digital marketing.
These trends are not islands but together amplify and accelerate the way we market and grow our businesses. Mobile phones made social networks even more viral and powerful and their inbuilt cameras just added more content in what was already a nosy online world.
Faster and cheaper wi-fi and telecommunication networks made broadband an essential utility that is demanded as standard just like electricity. This development allowed video to move from the desktop to the mobile and everywhere.
Complexity and even faster change are there norm.
So what trends are driving change and what can we do about it?
The continuing concentration of power
There are many platforms, apps and tools that we all use to create, control and market our brands.
But as the trend towards paid digital advertising accelerates Google and Facebook are becoming in effect a duopoly. Google and Facebook between them share 90% of the growth.
Image source: digitalcontentnext.org
This year the total spend of $83 billion in digital advertising will be dominated by the two big players. And Google is projected to achieve 40.7% of US digital ad revenues this year (double Facebook’s share)
Google will continue to dominate search advertising with an estimated $28.55 billion of spend in 2017 and Facebook will dominate display with a projected $16.33 billion in 2017 while Google’s will be only $5.24 billion.
The rest including Twitter, Yahoo and other players will pick up the crumbs.
This dominance of revenue will then allow the duopoly to snap up other social networks technology companies that fit into its growth strategies and continue to concentrate power. We have already seen this with Facebook buying Instagram, WhatsApp and OculusRift.
Expect this to continue.
From simple to complex
When the social networks started it was simple. You tweeted and put up Facebook posts. You created content and built organic distribution by growing your followers on the social networks.
The advertising options were the same. Simple When most of us discovered digital marketing it was banner ads on websites. Yahoo was one of the big players then. That was about it. It was the 1990’s.
In early 2000’s the rise of Google led to a new digital advertising option. Search advertising.
The options within digital advertising have exploded and the number of technology tools just for marketing have been estimated at over 4,000.
Free to paid
Digital marketing has never been truly free. But social networks gave us a taste of that for a few short years. We all piled in and when Facebook reduced its free and organic reach in the newsfeed to single digits the crowd complained.
Today the rules of the game means that you need to either have the skills within your company or find a good partner.
Trust is a big factor in who and what we believe. Marketing is no different.
Facebook has reported that its video metrics were inflated and YouTube has been running questionable ads next to brand content.
The rise of fake news, alternate truth and the domination of the walled gardens of Facebook and Google who are reluctant to
The rise of live video
Meerkat was the first live streaming video app that caught our consciousness. Then it was Periscope and then Blab. Only one of those survives and that is because it has a rich uncle called “Twitter”.
But when Facebook live was launched in 2015 to a limited audience of celebrities the game changed.
The rise and rise of algorithms
Google’s algorithms were the first taste of the machines controlling what content you saw in search results. Then when Facebook reduced organic reach the intrusion of algorithms that filtered what we saw in Newsfeeds.
But today we are also seeing the application of algorithms and filtering to the email inbox. Marketing promotions are now going to tabs and spam.
What should you do?
Here are the top things you need to do to keep on top of the world of constant change.
- Hire geeks
- Keep an eye on tools that use artificial intelligence
- Master efficient paid digital advertising
- Use automation
- Keep learning
- Stand out by telling stories
The post 7 Trends That Are Transforming Content/Digital Marketing appeared first on Jeffbullas’s Blog.
Via:: Jeff bullas