It's no secret that the United States has been the leader in internet marketing since its inception (and it also appeared there). More than 20 years have passed, and the states are still ahead of the rest. Each new trend of internet marketing and e-commerce that we adopt comes from a land of great opportunities.
Yes, we're pretty good at patterning working American strategies, applying them to popularize our unique products. But we simply cannot develop at the same speed. In addition to the already obvious and global reasons on a national scale, it is worth mentioning that the American market is fully formed and clearly divided into niche sections, within which business is done, and our organization has little problems.
But now we will not compare the two markets, extol the American or lower ours because we also have many intelligent specialists who lead the country to progress. In this article, we'll take a look at 4 trending internet marketing trends that have come to us from overseas.
Video content
If you are an active user, you have probably noticed that the video is gaining serious momentum lately. More and more cool companies like Adidas, Pandora, Emirates Airlines are making cool images and viral videos to attract customers, and more and more other companies around the world are doing video reviews, product presentations, and even regular commercials. This is because users enjoy watching videos.
What is only one statistic:
There are 4x more users who prefer video over text, and 4 out of 5 consumers say that videos show a product or service much better.
84% of professional marketers created at least one video for one product in 2016 and 60% of them say they plan to increase their video budget in 2017.
And now, a little about the most popular types of video content that any company can implement in Ukraine:
Roller presentation. Probably the most popular type of video on the web. The bottom line is simple: a company presents a product, service, or innovation, telling about the features and advantages in paints.
Training video. Here the video should teach its viewer something, whether it be using a gadget or a guide to survival on a deserted island. The main thing is that the user has a good time and gain knowledge, otherwise, you simply steal his time.
Image video. Such videos are designed to form the correct image of the company. It must simultaneously sell, advertise, and necessarily evoke the right emotions. Such a video must be remembered and preferably re-posted on social networks.
Viral video. This view stands alone and is especially interesting. Not many companies decide to release a viral video because it can create many controversies. But he was invented for this. Virusnyak in this case should hook the viewer, who will share it on all their pages and throw it to friends (that's why it is vital ). Some people think that this kind of video content must necessarily contain 18+ elements and be uber-patched. But we cannot recommend this to you, because it depends.
Social videos. Here, too, everything is simple, such videos reveal the essence of a particular social problem, call viewers for help or any other action. If your company deals with complex social issues, this video will help to attract the public.
But in practice, the clear lines between types of video are blurred and marketers are combining several strategies to achieve maximum exhaust and get a lot of traffic and real customers from the video.
Social Media Marketing
It's time to finally get used to the fact that social networks have become something more than platforms for communication, reposting, and uploading photos. Social media has taken an important place in internet marketing and is growing in importance day by day. Each user has at least one social profile, to which he devotes most of his free time. It's scary to imagine, but 30% of the time online is devoted to social networks, which leads to about 5 years of scrolling in a lifetime. Such statistics are striking, right?
Precisely because a person now consists of 50% of likes, no self-respecting company has the right not to start an official page. By creating a company profile, let's say on Facebook, you personalize the brand, get closer to your target audience. High-quality SMM allows you to collect user data that will tell you about age, location, preferences, and many other factors and help shape working content. And this content will sell your product.
Yes, social media promotion will spread the word about your company. And even if you are not ready to devote a separate part of the budget to this, a sensible summer will be able to launch word of mouth, and whatever one may say, if the product is good, they will definitely find out about it.
There is one more very important point. We are now writing about the universal action of SMM, referring to American statistics and sources. But if your company is based in the post-Soviet space, do not rush to apply Western strategies. SMM is user-oriented, but we have different ones. The portrait of the average user of the states and Ukraine will differ significantly if only by the fact that Facebook is not yet so developed in our country, many still prefer Vkontakte (rip), and we are generally silent about Google+. So our marketers need to not only find their audience but also possibly create different profiles, each of which will have its own unique strategy. By the way, in connection with the latest news about the blocking of Russian social networks, many companies whose audience was firmly attached to them risk losing time and money.
Let's believe that even this change will not break our SMMs and that worthy company will find ways for high-quality promotion in social networks.
Artificial Intelligence and Internet Marketing
American companies increasingly use AI as a link between the company and the user. And if earlier bots could only pop up in the window and offer small talk, now they are able to solve complex cases. Since bots were designed to simulate human communication, their implementation should have saved human resources in the form of dozens of employees and streamlined the sales and customer support process. And it still works, but for very large companies that are ready to spend tens of thousands of dollars on developing a bot, teaching it a specific customer discourse, implementing and maintaining its smooth operation.
And it would be very good if it were not so expensive. Nobody says that we cannot do the same, but practice shows the opposite. The bot operation process is so complex and complex that sometimes it is easier not to use it. And now we are not talking about money, but about professional skills. Training a bot to human speech is very multifaceted, given that user requests are not built on specific keywords, but depend on the goal, nationality, mood, position of the stars, and much more. Even the bots of cool companies are sometimes unable to understand basic news, for example, the CNN bot was unable to display news on the request “US”. What can we say about small and medium-sized companies in Ukraine?
BUT! We do not lose the fuse. It is not at all necessary to program super-complicated bots, because you can create simple chatters that will have several responsibilities, such as answering a question, registering a client, or dropping news. It is not a fact that such a bot will not make mistakes and will appeal to the user, but these points already depend on the knowledge of the niche and the target audience.
- Here's what a bot can do in a messenger:
- Help in making a purchase decision
- Processing complaints and/or objections
- Providing information on the cost and availability of goods
- Informing about receipts to the warehouse and delivery
- Feedback
- Messages about promotions, discounts, give-away'ah
Voice search on the mobile web
Large search engines are interested in users looking for as much information on the web as possible. But really, do you remember the day when you did not contact Google with a question? So we don't remember. Given the rapid growth in the popularity of the use of mobile devices, search giants have decided to simplify the search for information from mobile and introduced the world to voice search. From the first time it seems that these are just another show-off, not such an important thing, but after seeing the statistics, you will change your mind.
Already in 2014, the use of mobile devices and desktop devices became equivalent, moreover, mobile devices have outstripped and are still more popular means of Internet communications. For example, 71% of US users spend their time on the Internet precisely from their mobile devices, and in Ukraine, 80% of users use social networks, and at least 40% conduct all other operations from mobile devices.
Such popularity is associated with a person's lifestyle. We spend most of the time at work / at the university and have a phone or tablet with us, and when we come home, not everyone has the strength to specifically turn on the landline, so they also continue to use the small screen. But search engines, Google, in particular, noticed that typing on the go is inconvenient, moreover, sometimes even traumatic. Therefore, it was decided to introduce a voice search, which will facilitate the process of finding information, creating routes, reminders, booking tickets, etc.
How can this help your business? It's simple: you have to be found using a voice search. This requires optimizing site keywords for more humanized variations. The bottom line is that the user does not really think about how to pronounce the request, and whatever it may be, your site should appear on the SERP.
And here's what we recommend to do in order for your resource to be able to help the user in any situation:
Use the following elements to compose the semantic core: Answer The Public (for Google and Bing), Übersuggest (for Google) or Keyword Tool (for Google, YouTube, Bing, Amazon, and the App Store)
Register a company in Google My Business so that windows with full information (picture, address, map, directions, contacts, reviews, rating, etc.) appear on the right or on the search page.
Polish your microdata ( Google Structured Data Markup Helper).
ADAPT THE SITE FOR MOBILE ISSUE (and here's a test for this).
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