Au Revoir, Adieu, and Sayonara to the Static Web

Since the start of the social and digital media revolution, the way we have begun to acquire our news has totally transformed. Article here, press release there, review over there. No one can keep up with it all!

So while we can't give you everything that's going on in the industry, we thought we could give you a few links each month to our personal favorites.

April has come and gone. But in the midst of the hustle and bustle, some major changes have come to the way we experience digital marketing.

Earlier this year, Search Engine Watch talked about the possible "deaths" in online marketing. While they mentioned that content marketing is nowhere near dead, they did make one point very clear: the way we see content marketing now will change drastically before our very eyes. With companies like Google and Facebook participating in very little marketing, with no content marketing at all, we have to look at what gives companies like that their success.

Success

"They owe their success to innovative (and not necessarily complicated) software ideas. They have come to dominate the web because they are more than content. They are interactive. People use them."

- Search Engine Watch, Why Apps will Dethrone Content as King of Digital Marketing

Not only are the companies that are making interactions happen becoming successful, the companies that are allowing for the easy creation of the interaction are soaring past the others. Makes us wonder...

Econsultancy also put a great article out there for how to deliver a sweeter customer experience. While we're on the subject of interactivity, Econsultancy's focus was on the use of mobile and how now more than ever is the time to focus on your visitor's experience through mobile.

There were three tips for avoiding the customer struggle:

  1. Keep it simple.
  2. Make it easy.
  3. Be consistent.

"As always, the devil is in the details, with seemingly typical consumer reactions, like zooming in or rotating the device, actually serving as key warning signs of consumer struggle."

- Econsultancy, Delivering a Sweeter Customer Experience

Now that many of your visitors are coming from a mobile device, and many different sizes and types of mobile devices as well, it's important for your brand to follow these tips. Make the experience easy and interactive for the user, while giving them the same brand perception across all devices.

Next is an article from Tony Zambito that focuses on content marketing and answers the questions that marketing leaders are asking most. Should content marketing be the first priority? How can you build your brand? Where are buyers heading?

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Yes, content marketing should be of high priority for your brand, but only if you do it right. Pay attention to analytics. Monitor. Track. Test. But more importantly, pay attention to the customer experience that goes along with the content marketing. Buyers have embraced the digital world and they are looking for easier, faster, more engaging visits with your brand.

"Embracing challenges and challenging questions will be a source of growth for many organizations. The key is to keep asking questions and then finding the right answers. And, to be sure the questions we ask are the ones buyers will care about most."

- Tony Zambito, 7 Big Questions for B2B Marketing Leaders in 2014

Lastly, Forbes covered some of the top online marketing trends for this year. While the seven trends they give are definitely some game changers that will be headlining the rest of this year, two really stuck out to us.

Number 1: Content marketing will be bigger than ever. No one can argue with this one. Content across multiple channels is the way brands are now creating the trust between them and consumers, easily giving needed information in the hands of wanting visitors. Brands must now deliver creative, exciting, helpful content to its demographic to build the brand's loyalty. It's no longer enough to put out a simple television ad ranting about the brand and features.

Number 5: Mobile-friendly content will be necessary. This seems to be a general consensus amongst everyone in the marketing industry, and rightful so.

Mobile

"87% of connected devices sales by 2017 will be  tablets and smartphones."

- Forbes, The Top 7 Online Marketing Trends That Will Dominate 2014

This is huge! Unless you are wanting to miss out on a colossal opportunity for your business, mobile responsive is an absolute necessity now for your digital experience. With the decreasing use of desktop PCs to the increasing use of on-the-go browsing, being mobile focused and responsive is a 2014 must-have.

As we said, while we can't give you all the industry information in one post, we have noticed these trends amongst them all: Be relevant, be useful, be responsive, and be interactive. Be ready for the change. Say goodbye to the static web. This change is coming whether you're ready for it or not.

"As humans, we remember and care about experiences far more than things, or content."

- Search Engine Watch, Why Apps will Dethrone Content as King of Digital Marketing

Want to know more about why interactivity in your digital experience is taking over and how you can keep up? Register and download for free The Case for Marketing Apps white paper or be on the look out for our Marketing Apps series.

Jay Baer

Also, get more information on how your brand can be useful and interactive! Sign up now for our webinar with Jay Baer, author of NYTimes Best Selling book, Youtility. Be quick! Spots are filling up fast.