Digital Marketing Update: August 2016

Jemully has rounded up a few odds and ends, including some news, and a few digital marketing statistics published by SmartInsights.com in June. Read on to find out what’s going on the world of digital marketing.

Snapchat has overtaken Twitter in daily users.

This isn’t really a reflection on Twitter so much as it’s a referendum on how perfectly tailored Snapchat is to daily life in 2016. Twitter still has its uses, and it will continue to be an easy place to publish quick thoughts, microblogs, and other messages for which written text is the ideal medium.

Snapchat- Has Overtaken Twitter (1)

Given the transient nature of Snapchat content, the platform has a built-in urgency to it that can be highly addictive to users. People need their Snapchat fix, and for many that means daily and even several times daily. Like the best mobile games that keep you coming back, Snapchat baits daily users with “get it while it’s hot” immediacy. It’s also a bit more straightforward than Instagram. Instagram is more curatorial, while Snapchat is quick and dirty. Many seem to use Snapchat as a substitute for texting and, little by little, promotional content is worming its way in to Story time. Don’t be surprised to see Snapchat continue to rise as late-comers start figuring it out.

TL;DR: People like video.

Numbers

39%

Search engines are still the leading source of website traffic (39%), over direct (36%), referrals/in-bound links (19%), and social (4%).

According to Smart Insights, organic search is the largest source of all website traffic. That means SEO is still as important as ever, as people will submit a generic query slightly more often than they will directly enter a known URL. The percentage for links looks small in comparison, but it’s still a vital piece of the puzzle. It’s significant enough that you shouldn’t neglect to continue building your in-bound links portfolio. Social Media makes up most of the remainder. The numbers suggest that most social media users aren’t using their preferred platforms to find websites. Obviously, social media efforts remain important for their branding, name recognition, and interaction value.

39% (Again)

Cell phones continue to gain in overall share of internet searches. Remember this when it comes time to make major strategic changes to your online presence. All major changes these days should take responsiveness and mobile-friendliness strongly into account. Cell phones were the only category of devices to experience a growing share over the past year—it’s up 21% over 2015.

Devices Used for Online Shopping:

  1. Personal computer—56%
  2. Cell phone—39%
  3. Tablet—5%—and the only device category to grow its share over 2015 (up from a 4% share last year)

Jemully - Searches on cell phones continue to rise.

75%

The Top Five Content Marketing Tactics (and how often they facilitate interaction of some kind)

  1. Blog posts or articles (75%)
  2. Newsletters (66%)
  3. Infographics (60%)
  4. Whitepapers or other longform content (50%)
  5. Animated explainer videos (48%)

Jemully has long been a proponent of business blogging. We have blogged for many of our clients, and for ourselves as well, and find that it is the best way to keep your site continuously relevant. As things change in your industry, you can respond with an article or quick post to stay on top of trends and demonstrate your expertise. The more current your posts are, the more your website will be seen as a reliable source of information. That means a boon to your SEO.

Jemully - Blogging is the top tactic for Content Marketing

 

Something to Share

Blogs also make perfect shareable content for your social media accounts. We recommend to new clients—even those who are working with bare-minimum budgets—that they strongly consider doing at least one blog post a month. Doing so creates content that can be pushed out over the client’s various social media channels, with back-links embedded to take viewers back to the website.

Moreover, this process “completes the circle” and builds back-links at a faster pace than ordinarily might happen (without a monthly blogpost). And all for the small investment of just one post a month. A single blogpost can be 500-1,000 words long, and that’s a lot of fodder for pushing to social media. Of course, multiple blogposts per month is even better. But this is an instance where something is far better than nothing.

Newsletters are a passive method of interaction. If someone likes your brand, there’s little effort required and little harm to be done in signing up for a newsletter. You just sign up, and then you get an email every so often. Simple. This is a good reason to have a newsletter, and it’s another good reason to have a blog. Your newsletter may be the perfect vessel for your articles, whether they’re created specifically for the newsletter or repurposed from your other content marketing.

Visual aids are always popular, but creating your own infographics and videos is difficult without an in-house expert. If you don’t have someone who can organize and design a decent infographic, consider curating someone else’s (giving them credit, of course) and offering a commentary on it. Same goes for video. Analyzing content from another website makes for interesting blog content, and improves the visual intrigue of your site.

A Visual of the Numbers

Marketing by the Numbers Charts

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