Not content alone: ​​how internet marketing will live in the new year

The era of banner and teaser advertising on the Internet is over – the audience’s trust in screaming texts and graphic images has been replaced by irritation. Desperate calls for “Innovation!” or “Buy me now!” one day, far from perfect for advertisers, they simply stopped selling. Internet marketing came to the rescue with all the abundance of its tools, providing an opportunity to effectively tell the world about a new product.

In what direction Internet marketing will develop, what trends will play the main roles, what promotion tools should be paid attention to in the new year – the team of the native advertising platform PRNEWS.io shares.

Content marketing

Every year, the main task of the advertiser – to reach out to a potential client and, if lucky, sell something to him – becomes exponentially more complicated. The market is so overwhelmed with advertising noise that even a successfully implemented message has every chance of not reaching its target audience. Those who stake on content marketing remain the winners. Traditional television is becoming obsolete, former viewers are confidently replenishing the army of Internet users and focusing on interesting content that they choose on their own: articles, interviews, blogs, vlogs.

This area will actively develop in 2020, but the basic rules of content marketing and native advertising will not change significantly. The winner will be an advertiser who adheres to the following rules: honesty, willingness to dialogue with the consumer, expertise, flexibility and readiness for constant transformation.

According to open source data, more than 40% of marketing budgets were spent on content marketing last year. This popularity can be easily explained: with the help of content, the company has every chance of becoming a reliable source of information about a product or service; users will share its articles on social networks and regularly visit the site to find relevant (or unique, why not?) Information.

In our opinion, it is content marketing and native advertising that in the next few years will strengthen their positions in the domestic advertising market and win the hearts of marketers. However, do not forget that without a communication strategy and an understanding of the world the company will be in in a year, it is better not to engage in content marketing – the budget will be spent to no avail.

This rule also applies to native ads. In order for it to shoot out in the form of such dividends as increasing brand awareness, quickly and accurately delivering information about the product to the target audience and increasing sales, it is necessary, first of all, to determine its optimal format. And do not count on a quick result: “natural” advertising is more credible precisely over long distances and is not viable without promotion.

Analytics

Internet marketing is a fertile and, at the same time, extremely competitive environment. Therefore, it requires the most accurate tools for analytics and increasing the conversion of the company’s website. We are seeing an increased demand from marketers and pr-specialists for modern metrics and tools that would help not only assess the effectiveness of a particular advertising campaign, but at the initial stage of its preparation, get clear data on the site of interest for posting materials. As a rule, such data – if used correctly – can often not only save the advertising budget, but also contribute to the company’s leadership in the market of its kind.

Analytics and performance metrics are the key to understanding how Internet users make purchases and what they are guided by when making cooperation decisions. Without them, online marketing would be based solely on guesswork and assumptions, unable to measure sales, calculate ROI, customer lifecycle, conduct ABC analysis, or monitor user interactions with a site.

Today, no one wants to look for a black cat in a dark room – companies are becoming market leaders whose marketers have the necessary skills and tools to measure success, prospects and failure with numbers, not emotions.

In the coming year, we forecast strong growth in the field of web analytics. Services such as Google Analytics, Amplitude, Yandex.Metrica and Mixpanel are gaining popularity, although – which is important! – we still observe a certain shortage of specialists who can combine the ability to work with services / tools and the skills of an intelligent analyst.

We have been working with Google Analytics for many years, which we consider to be the most powerful web analytics tool. It includes many extensions and integrations with third-party software that allow you to solve any problem. The future of internet marketing lies in hard numbers.

Clickbait

Another powerful – albeit less graceful than the above – tool, we predict will strengthen its position in the advertising market in 2020.

Clickbait is either hated or adored – this technology is not entirely environmentally friendly, but it is as simple as two and two. A striking, scandalous headline, the essence of which is revealed only after reading an article or viewing a photo / video; at the same time, the information itself that appears after clicking on a hyperlink most often has a shocking connotation and a partial (or complete, as luck would have it) distortion of the essence of the main message.

Clickable headlines are most often seen by ordinary Internet users, because all modern advertising today uses this tool in their ads: contextual advertising placed on sites usually consists of several thematic blocks, therefore, in order to attract the user’s attention and stand out, you need to be as original as possible.

The number of media outlets with traffic over 1 million visits per month, which create entire pages from clickable headlines linking to news and online stores, is constantly growing. Their goal is to interest, lure and confuse the visitor, make him open as many pages as possible and “stick” on the site for a long time.

If clickbait at the dawn of its birth was the prerogative of the yellow press and fly-by-night sites, today, thanks to the stimulation of traffic and an increase in advertising revenues, it has taken a strong position in the work of international news agencies. All this gives grounds to assert that clickbait has seriously and permanently settled in the leaders of Internet marketing, and will increase its share in the advertising market over the next few years.

Influence marketing

Paradoxically, but bloggers – hundreds of thousands and owners of accounts with a million followers of followers confidently give up their positions in front of their “pen colleagues” with a significantly smaller number of subscribers.

This year, as in the past, cooperation with micro-influencers, whose accounts have up to 10 thousand subscribers, is gaining popularity. As practice shows, they have a more engaged audience than venerable bloggers and stars. The likelihood that a micro-influencer will receive a comment on their post is 4 times higher than that of bloggers, who are followed by 10 million people. The paradox can be easily explained: by attracting thematic bloggers with a relatively small number of subscribers to cooperation, the brand gets “its own” and more active audience, whose interests fully correspond to the topic of the blogger.

This phenomenon in influencer marketing is called the “rise of microinfluencers” – brands trust the number of subscribers less and less – information about purchased bots often appears on the Web and that the number of real subscribers is often several times less than those declared in the profile of a social media star – it comes to the fore engaging the audience. The rise in popularity of microinfluencers clearly illustrates the concept of the “long tail”, which is formed from niche bloggers who can influence the brand image and attract new customers.

And it is becoming more and more difficult to disguise advertisements among bloggers with millions of subscribers and gain the trust of the audience. For example, a well-known TV presenter and, concurrently, the wife of a wealthy businessman who advertises a budget face cream, will cause distrust, and even indignation of her own subscribers.

Trust and microbloggers are the main trends in influencer marketing, which will manifest themselves as brightly as possible in the new year.

Mobile video, streams

In terms of growth rates, a short video is approaching the leaders of the advertising market in the past year or two – this is a global trend. In 2019, video has steadily increased its share of online marketing, especially on mobile devices. It is predicted that in the near future, the average user will spend 36 minutes a day watching a mobile video, and only 19 minutes a day watching a video on a desktop.

Already now, this leads to the fact that companies need to specifically create videos not just for the Internet, but to make “mobile first video”, that is, content intended primarily for users of mobile devices. This can be shooting not horizontal, but vertically oriented videos, which are convenient to watch anywhere: going down the subway escalator, in line at the checkout in a supermarket, in a taxi or minibus.

We anticipate that live streaming on social media and YouTube targeting young audiences will be particularly popular this year. Already now, more than 60% of people aged 18-35 regularly watch such streams, this should be treated as a really working promotion tool – today mobile video ranks first in usefulness among all similar formats.

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