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    Home > News > Navigating A Changing Digital Marketing Landscape

4^th August 2011 | Author: James Knight

Navigating A Changing Digital Marketing Landscape

The search landscape is constantly changing. Below are some trends for digital marketing professionals to consider, which could help them safely navigate through the changing search scenario:

1. Search is for everyone: While some digital marketing professionals may think that search is useful for online retailers only, this is not true. In fact, it is a proven fact that Internet searches are known to influence offline purchases for many non-ecommerce products. According to a digital marketing study by Forrester Research, it is estimated that $917 billion worth of retail sales in 2009 were influenced by Internet content, while only $155 billion consisted of actual online sales. For instance, cars, furniture and education.

2. Search does not include only Google: It is vital for digital marketing specialists to diversify their PPC efforts by using other advertising platforms like Yahoo and Bing, together with Google. Facebook, with its large audience, is another advertising platform which digital marketing professionals should seriously consider. According to 2010 digital marketing statistics, the click-through rates for small companies is estimated to have grown by about 109 percent for Bing, 123 percent for Yahoo, but only 32 percent for Google.

3. Importance of local search: It is expected that local search will grow immensely in the coming years. Today, search results pages are increasingly being dominated by local brands and companies. If a business wants to succeed in such a competitive scenario, it should begin creating local presences on various search engines, so that is shows up in maps, local search results and geo-location queries.

4. Increasing usage of mobile devices: A large number of people are using smartphones to run searches on the Internet. In fact, in the first half of 2010, the number of searches run on Android mobile devices grew by 300 percent. Hence, it is important to ensure that your corporate website is configured to be compatible with mobile devices.

5. Combine paid search and SEO programmes: If you want to boost the overall performance of your digital marketing campaign, a good strategy would be to integrate organic and paid listings. According to digital marketing pundits, such integration leads to higher click-through rates, conversion rates, and revenue. To achieve optimum results, proper coordination between SEM and SEO is required, such as having common digital marketing keywords.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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