Online and digital marketing highlights

POSTED ON: 31 December 2015

The rapidly changing world of online and digital marketing has made many strides in 2015, from Google algorithm change, to Instagram reaching 400 million users and making its mark in the social media sphere, the year hasn’t been standing still. Here are some highlights of what reined the news in online and digital marketing in 2015 and what will dominate in 2016.

1. Google search algorithms change to prefer mobile sites

On April 21st, 2015 Google announced a change in their algorithms where non-mobile optimized websites would be penalized in mobile search results.  The algorithm change hit many businesses harder than anticipated and taking your site mobile is not something that should be taken lightly. Learn more on how Google search favours mobile-friendly websites and what you should do about it.

2. What is a mobile optimized website?

If you are confused between the terms mobile optimized, responsive and mobile preferred,  this post is for you.  A responsive website is a website that is built with mobile in mind and responds to different mobile screens adjusting for optimal user experience.  If you are not sure if your website is mobile friendly, ask yourself these questions:

1. Is your content easy to read on a mobile device?

2. Is your menu easy to navigate?

3. Can users easily tap email and phone number listed to contact you?

If the answer is ‘no’ to the above questions, it is highly likely that your website is not mobile friendly and your customers are dropping off due to frustrating user experience.  Learn more about the Key Components of a Mobile Optimized Website.

3. It’s not enough to have a responsive website, content is being ranked too

It’s not enough to have a stellar website without content to match it.  Users want information that they are looking for at their fingertips and they want it fast. It is no surprise that many websites are increasingly implementing ‘less is more’ content strategies with bolder statements, intuitive design and well visible calls to action. Thinking of starting a blog to complement your website and social media efforts? Our five types of content to add to your blogging strategy will be helpful. Generating a consistent stream of content and providing your visitors value added information will not go unnoticed by your customers.

Social media content has long been analyzed for relevancy, quality and popularity by algorithms as well. Many platforms rank your content based on likes, shares, favorites and even keywords. For example, the content of business pages on Facebook only reach 10% of your fan base organically. This number will increase based on the relevancy Facebook assigns to it. Be sure to look into insights and determine which content does well for your audience.

4. Boost your online footprint 

Having a beautiful content rich website loses its relevance if potential customers can’t find you when searching online. This is why Search Engine Optimization, commonly known as SEO remains so significant. Google is by far the most important search engine with over 90% market share followed by YouTube. Being at the top of this list is crucial to ensure that potential customers are directed to your company website. The more space you occupy on the search engine results page the better for your pipeline. Boosting your online footprint can be done through social media, backlinks as well as search engine optimization. Be sure to set up your business listings with Google, Bing and Yelp. Our 5 SEO tips to boost your Google ranking will get you well underway.

5. Social media keeps dominating

Facebook and Twitter have long been staples in the social media world, however different platforms enter the sphere everyday making it difficult to keep up with ever-changing social media marketing realm. Our Six Social Media Platforms Explained will give you the exact purpose of each platform. It is now the norm to talk to your customers, affiliates and other stakeholders through social media while showcasing your products and services. An outdated social media page, or no social media page instantly gives a bad impression to your customer/visitor. Three tips for social media beginners in the automotive aftermarket industry will get you off to a right start when setting up social media profiles for your business. Some of the changes that were implemented this year are covered in our Social media blog post.

6. A picture is worth a thousand words

The old expression “a picture is worth a thousand words” has never been truer. Learn about the types of photos to share on social media by visiting the following post: Tips for Imagery and Social Media. When it comes to imagery for the web, professional imagery cannot be ignored. Images can make or break your websites’ first overall impression and therefore make a difference between keeping and losing a potential customer.

7. The rise of Instagram

Instagram is a photo sharing app used on mobile device that lets you upload photos directly from your phone. Unlike most other platforms, Instagram is image focused and offers an array of filters to edit your photos. Given the automotive and the aftermarket industries are picture driven, Instagram is one of the most favored platforms for auto enthusiast throughout the world. SEMA conference in Las Vegas, the biggest automotive event in the world, generated over 13 million images on Instagram alone connecting attendees and non–attendees alike through #SEMA2015 Hashtag. Hashtags allow you to boost your online visibility by helping you being discovered, they also let you monitor content of a selected topic and conversations surrounding it. This simple little tic-tac-toe symbol punches well above its weight and is not to be ignored. Find out all about the Hashtags here or read Five Quick Tips for Instagram to learn all about making the best of your Instagram profile.

Mobile responsive websites, social media and SEO remain three important components of successful digital and online marketing mix.  In 2016, we can expect continued rise in social media, high user generated content and video. New social platforms such as Snapchat will be making waves as well.  Keep up to date with key developments in social and web by following our blog. 

We take pride in helping our partners navigate the world of digital media, ensuring they set their best foot forward and thrive online. We can help as little or as much as you require. Visit our packages page to find our more about our services. 

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