New data has suggested that many strategists will be heavily focussing on digital marketing throughout 2016. In fact, it is likely to become one of the most important platforms for content creators, with many marketers already spending vast amounts of time and money on creating campaigns to boost engagement on digital posts, videos and other content. With the plethora of platforms that enable content to be spread across the globe, each having the potential to hit the lucrative ‘viral’ status, a lot of priority will be placed upon digital advertising.
The latest predictions for the remainder of the year come courtesy of Ignite Digital, the recruitment specialists. In a new study, it was revealed that two thirds of marketers have already created content campaigns with the aim of raising engagement and interaction levels. It’s been well reported for some time that content marketing has been seeing a noticeable shift towards highly engaging, interactive and creative mediums.
It was only in February 2016, that 29 per cent of Canadian-based marketers revealed their primary marketing focus this year would be on content marketing. This was 10 per cent above those who chose engagement on social media as their top priority, and 16 per cent more than those who mentioned search engine optimisation (SEO).
There are also some interesting findings in relation to just where campaigns are being run. For instance, social platforms have become big business for strategists over the past few years, with Pinterest, Twitter and Facebook taking the fore. In the study, it was shown that 83 per cent of content marketers are conducting campaigns on these platforms, engaging with both clients and customers through these portals. Meanwhile, 80 per cent of people are marketing via website development, far ahead of content marketing and email marketing, both of which scored 69 per cent.
It is also interesting to note that though there is a huge buzz around the potential for mobile applications, only 26 per cent of survey respondents are placing a priority on developing new apps. Instead, social media continues to be one of the most popular tools for boosting engagement, with almost two thirds of marketers saying they regularly monitor places like Facebook and Twitter, not only to connect with customers, but to identify the latest trends and developments.
For content creators wanting to put efforts into the right type of media, it’s important to note that blog-type articles and videos continue to be successful. They make up a notable contributing percentage of marketing activity, with 78 per cent of people saying that the personalisation and management of content remain a critical operation. There’s also a similarly weighted emphasis upon SEO and the value of social media for creating and running a successful and effective digital marketing campaign.
Ignite Digital’s data was published as part of the ‘Canadian Marketers 2016 Outlook Report’. It was revealed, overall, that 83 per cent of marketers aim to boost their campaigning efforts this year. In fact, 43 per cent of respondents said they believed company budget for content marketing would be higher than in previous years.
