Thursday, June 25, 2015

Marketing Trends in Publishing



These are the five hottest trends - in one sentence: Content Marketing is everywhere and in all variations, from user reviews to video for mobile.  You will see more companies launching their own content platforms, just as every writer does or should do before publishing.

1. Mobile is Everywhere.
Daniel Newman at Forbes brought it to the point:
“Mobile is going to become the center of marketing. From cell phones to smartphones, tablets to wearable gadgets, the evolution of mobile devices is one of the prime factors influencing the marketing world.”

2. Videos Outside of YouTube.
YouTube remains a huge player, with its more than 1 billion monthly active users, the second more important search engine in the world after Google, and number 1 when it comes to travel in the 18-34 age demographic.
Video is not just about YouTube anymore. Not to mention Vine or Instagram, and even Twitter which now allows for embedded videos in its tweets.  64% of website visitors are more likely to buy from an online retailer after watching a video?

3. Carrousel Ads.
Images, visuals or info-graphics work well in social media. A recent HubSpot article found that blog posts with images get 94% more shares than articles without images.  Similar findings were found for Twitter engagement as well.  Rather than showing one picture per post, social networks are now increasingly using the carrousel method in order to show more images in a single publication, especially for paid posts.  Paid advertising on social media is on the rise.  Beneficial are the low costs associated with social media ads.

4.  Call it Just Photo Contest…
Have you heard of the photo messaging service Snapchat or Line? You likely will have if you watch how teenagers use their smartphones.  9 percent of all call phone users in the US now use Snapchat according to, which compares to 18% for Instagram.  Cell phone ownership and the rapid rise of smartphones has created a platform for mobile photo- and video-sharing, which became an integral part of the online social experience.  62% of internet users have done at least one of these creating or curating activities.

5.  User-Generated Reviews.
Amazon launched reviews twenty years ago, and TripAdvisor reviews started to appear back in 2000. Now you see them everywhere.  Online reputation management is no longer a nice-to-do consideration for retailers, hotels, restaurants and attractions, but rather a must-do.  Deliver the platform and consumers will flock to this place and create content for you : )

Jeff Bullas sums it all up:  “The one-size-fits-all approach will not work in the world of mobile marketing.  Use these trends to your advantage, by picking the ones that work for you.”

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