The Year Ahead: Ditch These Not-so-successful 2014 Marketing Trends
2014 was a great year in digital marketing, however, some trends fell nearly flat on their face.
Mobile usage is higher than it ever was, your time and energy are too precious, not to mention the relentless competition – you just cannot afford to incorporate failed marketing strategies.
With the new year stretching out like an open road waiting to be explored, we review some of these strategies that missed the mark, and offer alternatives that may act as viable solutions.
We really don’t believe these are going to be useful in 2015; many mobile users cannot scan these codes unless they download a specific app. It’s an unnecessary hindrance that can not only muddy your call to action but also frustrate your audience. Moreover, in 2013 less than 20% consumers even bothered scanning a QR code.
Developers can always preload QR code-detecting tech into smartphones. However, Android and iOS account for 93% of the smartphone market; unless these two get onboard, QR codes will soon be a distant memory.
Read other related stuff.
A video surfaced not too long ago about strangers kissing for the very first time. It’s hard to imagine social-media feeds not getting cluttered as a result. Unbeknownst to the untrained eye is the ulterior motive behind this video: the so-called strangers were actors working for Wren Studios.
The video originally raked in a whopping 41 million views only in three days, so you’d naturally owe it to yourself to give them a standing ovation. Here’s some food for thought though: Wren Studios released a follow-up video featuring their CEO Melissa Coker, giving away the fact that it was an ad for their 2014 collection. This video was viewed only by about 100,000 people. A tweet by Wren announced that the follow up video got just 450 retweets.
Ask any random person about seeing the original video, and the answer’s going to be yes, though only a handful might be able to see the Wren Studios connection. Take home lesson: until and unless your viral video is linked with your brand in some way, you’re wasting away energy and precious resources.
Most of us are guilty of this, one way or another. We’re pressed for time, juggling between multiple tasks, and along comes auto-posting to the rescue. Here’s the problem: any given social media network has its own purpose and caters to a specific audience. The same message doesn’t quite work well on three or four different networks.
Keeping the content relevant requires tailoring it specifically to the network it’s being posted on. It literally pays to subscribe to Social Media Today or Buffer Social to stay on top of the latest customs and trends.
Read more on how demographics of a particular social media platform can help you better align posts.
Search optimization will be a red-hot commodity in 2015; however, stuffing your blog post or website with key phrases and search-worthy words is a surefire way of killing your chances of finishing in the top rankings of any search engine.
Google likes to tweak and fine-tune its algorithm on a regular bases, so the “all filler and no substance” approach is not going to cut it. Dating back to late 2013, practically 90% of all search queries were impacted by the new “Hummingbird” algorithm, and it’s quite likely future changes or updates will have a sizable impact.
Here’s the new approach: focus on conversational queries, that is, questions consumers seek answers to. Think of potential questions customers might ask and focus on providing specific answers in your posts, rather than stuffing posts with keywords.
Responsive Web Design
This refers to a website that’s capable of resizing itself, which depends on the device it’s being displayed on. All in all, RWD is costly and time consuming. Unless your readers are finding it difficult to view your non-responsive web design, your ROI from responsive web design will be next to zero.
There are exceptions though – Google Maps for one, since it’s a site relying heavily on images. In this case, RWD would be feasible as the desktop versions cannot be contained by their mobile counterparts.
Generally, RWD is also no longer recommended since the fact that it markedly reduces load times on mobile devices, isn’t entirely true. Many designers will simply mask elements in order to cut down load times on responsive platforms. However, masking elements does not mean they won’t continue to sap resources.
A better alternative is lazy loading: a non-responsive method of loading all resource-hungry elements last. A third alternative is to simply create native apps for mobile consumers. Apps can provide a far better mobile user experience than RWD.
It is time. Time to ditch failed 2014 trends and embrace the new. A fair amount of trial and error has shown us what fits, what doesn’t. So bid farewell and reserve your time and resources for strategies worth incorporating.
Rely on our mobile app marketing strategies to get your goods in the spotlight. As always, your comments are more than welcome.