Not all digital marketing trends are created equal, find out which digital marketing trends you should avoid this year.
The year of 2018 will offer a wealth of opportunities to be proactive and engaging when it comes to digital marketing.
At the start of every new year, you can always expect the following: New Year’s Resolutions, the countless repeating of the phrase “new year, new me,” and a new set of marketing predictions. In the marketing industry, it is very important to stay on top of current trends and capitalize on them before they meet their due date. With the rise of new digital marketing tools and concepts, everyone thinks that they know what’s the next trend or big idea but unfortunately, that’s not true. Here are three digital marketing trends that you need to avoid.
Content Strategy: Quantity over Quality
Even with the rise of ABM and other digital marketing strategies, content marketing and inbound marketing can still be very effective today for both B2B and B2C companies. According to a Demand Gen survey, 96% of respondents want content with more input from industry thought leaders, showing that content is still king in digital marketing. However, consumers are only hungry for quality content, not a large volume of whatever content. Like submitting a resume to a job opening, it isn’t the best idea to favor quantity over quality, mainly due to the fact that your search engine rankings could potentially be hurt by low quality content. You could also potentially lose readers with weak content. Instead of prioritizing quantity over quality, we suggest using a mix of quality long form and short form content to keep your readers engaged.
Quick tip: If this was your strategy for the past year, don’t fret because there is still time to change. Instead of deleting all your content, consider revising and improving it to be more attractive to your audience. According to Google’s Webmaster Trends John Mueller, this is most likely the best approach because there was a reason that it was created. However, if a piece of content isn’t worth saving, don’t sweat it and place it in the virtual trash bin.
New Platforms and Channels
Comfortability is nice in every aspect of life except when it comes to business because of the risk of stagnation. In the competitive terrain of the business world, it’s become essential for marketers to capitalize upon any new upcoming platforms or channels that can bring results and convert users down the funnel. If your business hasn’t grown because your marketing plan hasn’t changed in the last five or even ten years, it may be time to look at new outlets and channels. According to a Harvard Business School study, retailers who took more advantages with new platforms and channels saw higher profits than those who don’t. Adopting new channels brings a lot of opportunity for you to connect with your target audience.
Trying to Go Viral
Even though we currently live in an age where a high schooler can become an overnight celebrity for simply yelling, “WHAT ARE THOOOOOOSE?” actively trying to become viral is not the most solid marketing strategy. Along the lines with the quantity over quality content strategy, it’s best to consider creating strong, quality content that can build your brand and relationship with your audience. Because if you try to chase viral content, chances are you’ll face the same demise as many other one hit wonders and 5 seconds of fame celebrities.
Throughout 2018 and beyond, marketing will most likely become more analytical and focused on specific mediums, emerging capabilities, and influencer-based campaigns. Nonetheless, understanding what to do and what to avoid can help to save time, effort, and money in the long-term.
