The user leaves the desktop and moves to mobile. He fed up with advertising, seen in the coffin, the banners, does not believe anything, doesn’t want to read, want to watch video. Here, in brief, what digital marketers finally realized in 2015. Standard solutions to a large audience no longer work: saves only hypersegmentation (read – maximum individualization) and quality, quality, quality.
We read thematic blogs and reports digital businessesthat are available in the network, he added what he had learned at the conference Digital Monkey 2015, and compiled a list of 10 main ideas that were taught us in 2015. Go!
1. Establishing an emotional connection between brand and identity
The average Internet user receives about three thousand marketing messages per day. In different forms. The natural reaction is rejection and the ability to ignore advertising. Advertising in its purest form no longer works: in one ear and flew – flew from another. The right approach to the viewer/reader knowledge of his desires and problems.
2. The native character
No banners no longer work. Exactly. And just what is valuable to the user, therefore, the amount of native advertising is growing. Advertising needs to be told and how to organically fit into the format of the site where placed. The good is that the user is not perceived by the mind and heart.
3. The user goes to mobile
Bites mobile audience desktop huge portions. Marketing activities are increasingly focused on users of gadgets and the sites adapt to the different mobile device. A little more – and mobile share outweigh.
4. Unique content
The uniqueness is worth its weight in gold. In 2015 appeared bright sites with interesting content, except for a few meme-aggregators. No one is impressed, as in his time did AdMe.
The user with uninteresting content created for search engines and its standards increases. Want to surprise – invent and create your own, be your own media.
5. YouTube and YouTube
Look for an active audience you need to YouTube, without hoping that the user will read the article in the well-known media or clicks on a banner. One who wants inexpensive transitions, goes to beauty bloggers, not news sites.
A third of Internet time a user spends on a video that understands better than text. It is 1.7 times better to understand the product after watching the movie about it, because the visual information is remembered 90% better text. The brain 60,000 times faster than perceive a visual image than letters and numbers.
Want sales – create a video with good image, high quality sound and script, not written anyhow.
7. The real-time
Not working content plan, and reason. Event – response.
If there is no time/opportunity to conduct live video – monitor the situation in communities immediately respond to the criticism, let the answers to the questions.
8. PR-schiki go to infobusiness
This is not the General opinion, but it is. PR is losing ground, and thematic conferences on marketing all tired, but their organizers. As a consequence, in 2016 they will be less.
The principle of “to each his own” media and working with small groups of users doing large PR departments are unprofitable.
9. Hypersegmentation and on micro targeting
To sit on the many chairs you can no longer is the perception of the audience as a homogeneous mass, now not rolls. Individual letters to each user, of course, will not write, but the more targeting, the more effective it is. Not enough to divide the audience into “m/f”, “before and after 30” and “Moscow and regions” – more criteria, more details!
The user rarely buys a service, logging in to the site – because it is necessary to see what’s on others! Suddenly there is a discount or free shipping. The user is fearful: it four times will take a walk and then, maybe, something to buy. To entrap him – the same that to care and to get favors.