Posted at Jul 29, 2019 5:36:06 PM by THAT Agency | Share
Like rising and receding tides, digital trends ebb and flow. Whether new digital marketing trends arise from advancing technologies, evolving consumer preferences, or a combination of both, being among the first to know about these changes can give you a competitive advantage. Here are 10 new trends in digital marketing you can leverage to gain market share and/or save precious time and headache.
Please use the anchor links to jump to each new digital marketing trend you wish to explore:
1. LinkedIn Adds New Ad Objectives and Custom Call-to-Action Buttons
LinkedIn's three new ad objectives include Brand Awareness, Website Conversions, and Job Applicants. Brand Awareness will charge by impressions. Website Conversions will charge by clicks and will allow you to see how many people viewed, clicked through, and took action on your ad. Job Applicants will allow you to create job posting ads in Campaign Manager.
LinkedIn has also added custom call-to-action (CTA) buttons for company pages. Beyond the primary “Follow” CTA button, you now have the ability to select "Contact us," "Learn more," "Register," "Sign up," or "Visit website." LinkedIn will also provide analytics data for the custom CTA button in the dashboard on the left-hand side of your Page Admin home screen.
2. Pinterest Rolls Out New Video Capabilities for Businesses
Pinterest business accounts in English-speaking countries, France, and Germany are now enjoying an updated video uploader that eases the process of uploading video content, a dedicated video tab within business profiles that makes it easy to see all brand videos in one place, and new “lifetime view” video analytics that show how a video performs over time. In addition, Pinterest’s new Pin Scheduler tool will allow businesses to schedule video content in advance. This latest update is meant to help boost organic video content from businesses.
The YouTube community has been asking for some way to help with the widespread issues caused by the easily exploitable claims system for some time now, and it looks like YouTube was listening. Effective as of July 9th, entities wishing to claim part of a video will have to provide timestamps on the part of the video they are claiming, making it easier for creators to replace or remove that content. In addition, if a user claims things fraudulently, the user's ability to claim things can be revoked completely.
Along with these features, YouTube has added in editing tools to let the uploader of a video remove the claimed content in various ways, such as replacing audio or trimming out the content completely. Once these actions have been completed, the claim is marked as settled and the ad revenue (if any) will go to the creator of the video.
Short names are rolling out to multiple Google My Business (GMB) properties. These short names reduce the long URL strings needed to get to a specific GMB profile. Therefore, using short names is an easy way to share GMB listings for reviews, photos, and virtual tours.
5. Sponsored Post Engagement Rates Drop for Instagram Influencers
On July 9th, there was a study published by InfluencerDB that showed some bad news for Instagram influencer marketing. The engagement rates of sponsored posts fell from 4% to 2.4% over a three-year period and are now near an all-time low. Influencers with at least 10,000 followers have an engagement rate of roughly 3.6%, influencers in the 5,000 to 10,000 range have an engagement rate of 6.3%, and those with a following of 1,000 to 5,000 have the highest rate of 8.8%.
Overall, though, it seems per this report by InfluencerDB that the industry is facing an across-the-board decline in engagement rates in every industry. This being said, sponsored posts do have a higher engagement rate on average than non-sponsored ones. One possible explanation for these trends is an over-saturation of influencers promoting products on the platform.
A recent study analyzing new and emerging trends in influencer marketing has offered insight into content best practices. When it comes to sponsored ads, vertical / portrait-style photos are top performers. The fashion / clothing industry is leading the charge across digital marketing campaigns. And, when it comes to creative treatments, product placement reigns supreme. More details available here.
7. Free Image Resizing Tools to Add to Your Arsenal
Don't you just hate it when you have to stop and Google what the dimensions are for a Facebook profile image or an Instagram horizontal post? Kiss those Google searches goodbye with help from the Promo Image Resizer. This free online tool has preset sizes for all social media images.
If image file sizes are a concern, check out Birme, a free online bulk image resizer that allows you to resize and adjust the image format and quality of multiple images at once.
A recent article published by the Content Marketing Institute included the below graphic showing a data-driven way to audit your website content. However, this user-friendly visual is rather deceptive as, depending on the size of your website, content auditing can take a significant amount of time and effort. Consider outsourcing the cumbersome auditing of your website content to the pros at THAT Agency.
Adobe has unveiled a free version of its UI and IX development tool, XD, allowing people to use it cross platform with full features. The XD app enables people to collaborate on design and UX projects across a variety of platforms.
There are some limitations on the free version, such as the number of active prototypes and a 2 GB cloud storage cap, but that is somewhat to be expected. The now-free app previously cost a minimum of $10 USD a month.
Moving forward, Google will not support the Noindex directive in robot.txt. Fortunately, the no index setting in Yoast is a meta configuration, so any sites with Yoast are in good standing with this new update. However, any sites that do not utilize Yoast or are using robot.txt to block Google crawlers should be updated.
If you need help capitalizing on new trends in digital marketing, contact the team at THAT Agency. We have our finger on the pulse of the digital marketing industry, and we're always looking for innovative new ways to help our clients businesses thrive.