For years, marketing has been considered an art. However, today digital marketing is considered a science. Precisely, the origin of this concept is attributed to one of the founders of Hubspot. Brian Halligan , together with his partner and advisor, coined this term when they realized that companies were not prepared for the new consumption habits of Internet users. Since that day, Inbound Marketing is directly related to the digital revolution, as well as to all the changes that have appeared with it. It is a term that has been growing at the same pace as the needs of consumers themselves. Currently, the latest trends in Inbound Marketing are being established. The most notable are:
Advanced Social Search: What's happening in the world? The answer is, without a doubt, in social networks. Search algorithms to locate users' public content on a specific topic are becoming one of the fundamental keys to Inbound Marketing. Thanks to these searches, the option of having organic visibility on the Internet is achieved. For this reason, the reputation of companies that have expert community managers has increased considerably.
Marketing Cloud : In other words, data analysis for marketing. Demonstrating ROI (conversion rate) is one of the most important challenges for marketers. To do this, there are tools for measuring and analyzing the results obtained through an Inbound Marketing campaign. The data obtained from these operations offer companies a much more reliable reality. And more importantly, a result that can be modified and reorganized in order to make the company's objectives a reality. Investment in Marketing Analytics is expected to increase by 60% in the coming years, at the same time as marketing departments become increasingly analytically oriented.
Visual content : Content has always been king in Inbound bahrain phone number data Marketing. However, its format has also been evolving. It is being shown that visual content is more effective when it comes to improving the SEO positioning of a website. Its importance is so great that it is claimed that this type of content can even overtake keyword positioning. Infographics, videos and images attract more consumer attention than other types of content. And search engines like Google know this. Thus, the time a person spends on a piece of content is highly valued, as is the number of clicks that improve positioning rankings. It is more about quality than quantity.
Personalization : Users will begin to demand a more personalized experience when accessing the content of a website. This is why it is important to offer our target audience what they are looking for and what adds value to the product and/or service. Internet users are immersing themselves in a world in which personalized lists allow them the option of configuring music, entertainment and e-commerce pages according to their preferences. For this reason, digital marketing strategies demand to be increasingly personalized.
Mobile - User Experience : According to Hitwise's study "Mobile Search: Topics and Themes" , 56% of visits to retail websites come from smartphones or tablets. More specifically, 72% of visits to food and drink websites, 68% of searches for 'health' and 42% of visits to entertainment sites come from mobile devices. With these figures, it is logical to understand that smartphones and other mobile devices will become the 'first screen' for users to access the Internet. Companies that do not want to be left behind must change their mentality and think about mobile before desktop.
Responsive, agile and intuitive sites are some of the necessary and essential features. Will Critchlow, in his presentation "Emerging Trends in Web Marketing" at The Inbounder Global Conference , talked about this trend and how personal assistants should be able to find the needs and preferences of the user based on the information we have about him. You can read his presentation here.