2015年网络营销的七大趋势

作者:三部曲网络 分类: 发布于:2015-1-9 11:56 ė2889次浏览 672条评论

导语:93%的B2B营销人员都表示,他们在2014年采用了内容营销,还有42%的B2B营销人员表示,他们认为自己的策略有效。

2014年,网络营销领域的转变和进步正在加速,在临近年末之际,我们一起回顾今年出现的网络营销趋势,并且展望一下2015年的发展趋势。

1、面向移动终端的优化将会变得比以往任何时候都要重要

面向移动终端应用进行优化,在2014年已经成了企业一项至关重要的任务,但是在2015年,这种移动策略将更进一步,不再仅限于为企业设立响应式网站或开发移动应用,还将注重面向移动终端优化的内容和社交媒体营销。

我们都知道,谷歌一直以来都在额外强调移动版网站的友好体验;事实上,谷歌曾经表明,移动可用性如今“与最佳的搜索结果大有关系”。其在谷歌网站管理员工具中推出的一项新功能“移动可用性”十分明确地强调了这一点。

我们预测,2015年下半年,我们会看到很多企业最后都将移动终端策略纳入到他们数字营销的方方面面:全方位的响应式网站、移动广告、专为移动网站用户提供的不同内容。企业也会开始意识到采取移动版社交媒体战略的必要性,思考移动终端用户的消费模式以及与社交媒体推送内容进行互动的方式。

2、内容营销的重要性将胜过以往

据《B2B内容营销衡量基准》报告显示,有93%的B2B营销人员都表示,他们在2014年采用了内容营销,还有42%的B2B营销人员表示,他们认为自己的策略有效(这一比例较去年36%的调查结果有所增长)。

随着市场营销人员不断看到内容营销策略的好处,以往专门用于搜索引擎点击付费(PPC)、搜索引擎优化(SEO)和社交媒体营销的预算,将会被重新分配给内容营销相关的工作。不过,最艰苦的工作将是如何找出适当的办法,从其他同样极力博取用户关注的海量竞争内容中脱颖而出。案例分析、视频内容、包含大量研究数据的内容,还有遵守12项品质标准的内容,都将会成为有效的手段,为企业带来凌驾于竞争对手的一大优势。

企业将会越来越愿意在移动内容上有所投入,包括制作在移动设备上易于阅读的短小内容,理解目标用户的移动设备使用习惯,并将更多的重心放在可以借助移动设备轻松消费的视频和可视化内容上。

3、电子邮件营销将会重获重视

鉴于社交网络正在逐渐减少品牌与企业在各自平台上所能获得的可见度,再加上搜索引擎愈发复杂的排名算法令企业主和市场营销人员望而生畏,企业将会回归他们能够完全掌控的一种营销工具——电子邮件列表。这种对电子邮件营销的重新重视将会与内容营销交织在一起,模糊掉电子邮件营销与内容营销之间的边界。

随着品牌方意识到内容营销的价值,他们将会开始发掘电子邮件内容的组织方式,以免产生冗余信息。他们将会采用的一种方法就是将既有的内容重新制作成可供用户下载的PDF文档(例如白皮书或电子书),这将能被用作一种激励用户提供自己电子信箱的手段。

2015年,在电子邮件营销方面,品牌方将会开始意识到相对于竞争对手实现差异化营销的必要性。在数字营销公司HubSpot的《2014年电子邮件的科学》(2014ScienceofEmail)报告中,问卷填写者在利用收到的电子邮件通知中购买产品或服务的比例出现了显著下降(2014年有35%的问卷填写者表示“从没买过”,2011年时则是25%)。这一发现再次佐证了企业在电子邮件营销中采用富有创意、以顾客关系为本的策略有多么重要,而不是简单地提供一种快速推销了事。

4、SEO、内容营销和社交媒体之间的界线将会变得越来越模糊

内容营销一直被某些人形容成“新型SEO”,这种说法还是有几分准确可言的。SEO和内容营销将会继续作为两种各自独立却又彼此交织的营销手段共存,它们都要通过依赖另一方来获得成功。也就是说,内容营销如今是搜索结果可见性的首要影响因素。那些不在稳定的内容策略上有所投入的企业将会发现,他们的SEO措施是没有效果的,而这还是最好的情况,在最糟糕的情况下,就连他们的搜索结果可见性都会受到损害。

SEO将会越来越被视作网络营销的一个子集,用于处理技术方面的问题,例如元标签、索引问题、屏蔽恢复以及关键字搜索。而另一方面,社交媒体则将被视为任何一种内容营销的必要传播工具。企业一直以来都专注于创造优质内容,对于推广和传播这些内容的重视则比较少。

企业也会愈发意识到社交媒体的其他重要益处,包括品牌辨识度和品牌号召力的扩大,顾客眼光的提升和转化率的增加。

5、各品牌意识到社交媒体营销的重要性,社交媒体广告支出将会急剧上涨

在2014年上半年,我们看到Facebook的财报数据中,广告收入在前一财季中增长了10%。由于帖子的自然达到率持续下降,而且Facebook限制了能够出现在用户信息流上的帖子类型,而企业又要极力维持访问流量和社交媒体渠道带来的销售额,因此,付费发布广告的行为只会进一步增长。

企业正在从他们在社交媒体的投资中看到正面的结果,包括曝光率的增加和访问流量的增长,并且将付费发布社交媒体广告视作进一步放大这些结果的途经。Twitter新推出的广告方案(目前尚处于测试阶段),将由特定的用户动作——例如网站点击、应用下载和电子邮件输入——来触发广告费的有效支付,这意味着中小型企业出资加入这类目标导向的广告方案的可能性要更大。

6、降低原生广告的推销意味,加强针对用户需求的对连度

过去几年里,网络广告的点击率一直在稳步下降,企业已经开始完全意识到横幅广告在推动销售业绩方面力有未逮。不过横幅广告依然拥有增加可见性这一用处,注重结果的中小型企业将不太倾向于投资那些没有清晰的投资回报率(ROI)计算途径的渠道。

随着原生广告的日益普及,市场营销人员和发行商将会不断寻找新的办法,在向网站访问者保持透明度的同时效仿编辑内容。2015年,我们将会看到发行商和品牌方之间的合作,所用的赞助内容都将被撰写并排列在头条内容的旁边;通过这种方法,原生广告将不再是推销性质的,而会是为头条内容提供一些相关和诱人的补充内容。

7、品牌将会竞相实现人性化

随着社交媒体的崛起,品牌将会意识到,他们的顾客都利用社交媒体渠道与他人进行互动,并且不会采用任何涉及到品牌和具体企业的隐语。能够通过人性化的言行与顾客建立起关系的品牌,将能获得更高的转化率,更强的品牌忠诚度,更快的用户增长,以及满足感更高的用户。

我们认为,一家公司实现品牌人性化的能力,将成为他们在用社交媒体进行的竞争中胜出的唯一关键要素。与粉丝、拥趸和电子邮件登录者建立起关系并不断发展这段关系的品牌,将会体现出巨大的利益,而这一切最终都将推高他们的收入。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

0

评论

  1. yeezy shoes 2017-11-23 14:03 回复

    I抎 have to check with you here. Which isn't something I usually do! I enjoy studying a submit that will make individuals think. Also, thanks for permitting me to comment!

  2. adidas ultra boost 2017-11-17 10:59 回复

    Spot on with this write-up, I really assume this web site wants far more consideration. I抣l most likely be again to read way more, thanks for that info.

  3. adidas ultra boost 2017-11-15 02:09 回复

    It抯 laborious to find knowledgeable folks on this topic, however you sound like you know what you抮e speaking about! Thanks

  4. 安平物流 2016-05-07 10:12 回复

    不错的文章,内容酣畅淋漓.禁止此消息:nolinkok@163.com

  5. 护栏网 2016-05-07 10:06 回复

    好文章,内容气吞山河.禁止此消息:nolinkok@163.com

  6. 压滤机 2016-05-07 09:59 回复

    好文章,内容出类拔萃.禁止此消息:nolinkok@163.com

  7. 石笼网 2016-04-01 11:52 回复

    不错的文章,内容见缝插针.禁止此消息:nolinkok@163.com

  8. 石笼网 2016-04-01 11:50 回复

    不错的文章,内容横扫千军.禁止此消息:nolinkok@163.com

  9. 石笼网 2015-11-26 09:09 回复

    好文章,内容十全十美.禁止此消息:nolinkok@163.com

  10. gjghhddd 2015-08-16 09:26 回复

    Nicholls says she was taught to weave by her mother and grandmother. <a href=http://www.mileas.fr/>louboutin pas cher</a> A note accompanying the list, which is in the form of a spreadsheet, warns US military personnel that the Islamic State Hacking Division is "in your emails and computer systems, watching and recording your every move". c <a href=http://www.musicales-boffres.fr/>nike tn pas cher</a>
    Second Division point鈥檚 totals (all played 11): Spennymoor 71; Mainsforth 68; Wingate 64; Newton Hall 57; Fishburn 54; Peterlee 44; King George 43; Witton Gilbert 39. <a href=http://www.okazo.fr/>nike tn pas cher</a> Leave some mud
    Hurning started listening to Motley Crue when he was 14 years old growing up in Glendive. <a href=http://www.dj-animateur-manche.fr/>nike tn pas cher</a> The forces allied to the two main parties to the conflict in South Sudan, President Salva Kiir and Riek Machar, continue to inflict pain, suffering and despair on the South(...) w <a href=http://www.leslascarsgays.fr/>chaussure louboutin pas cher</a>
    Only last month, Gillespie accepted a two-year contract to coach the Adelaide Strikers in Australia鈥檚 Big Bash Twenty20 League. <a href=http://www.dj-animateur-manche.fr/>nike tn requin pas cher</a> Not a stretch then, for Gilberto and Meralis Fuentes, owners of the 3-year-old La Isla restaurant, to run La Preferida food truck.
    d Rapper and actor Ice-T has a reputation of being a tough guy. But as he puts it, he s really a player and viewers of his new talk show with wife, Nicole Coco Austin, will get to see just that. <a href=http://www.okazo.fr/>tn pas cher</a> Accountability <a href=http://www.leslascarsgays.fr/>louboutin pas cher</a>
    The disappearance of Claudia, who originally came from  and was brought up in Malton, North Yorkshire, left her friends and family devastated and, <a href=http://www.joffreyfaroux.fr/>tn pas cher</a> When I asked Fiorina what impression she hoped to make, she said she'd like people to think: She can win this; she can do this job; and I like her. And now a lot more Republicans and Democrats know her name. http://www.leslascarsgays.fr
    For many artists, gangs are what they see every day in their neighborhoods, says Bloods-affiliated rapper Big B z from Brownsville. He is finding the rap game is better than the trap game, and is celebrating having his first video, called Hurd Flow, on MTV. <a href=http://www.leslascarsgays.fr/>chaussure louboutin pas cher</a> IRIN: Besides building community trust, what are the priorities right now? r <a href=http://www.mileas.fr/>chaussure louboutin</a>
    Q: Would this cost more than the current structure and if so how much? <a href=http://www.musicales-boffres.fr/>nike tn pas cher france</a> And if he had been able to offer advice to the young actor playing Spike all those years ago?
    It can't be 80 and dry every day; a little shelter to go with that patio dining is a useful thing. Enter Cafe India, where a roof with skylights over the patio shields diners but lets in natural light. On cooler days, plastic flaps on the patio's sides come down to block the wind. On really cold days, heaters are turned on. The sheltered setting lets Cafe India arrange comfy upholstered chairs with tables on the patio (though not all tables have those). <a href=http://www.okazo.fr/>www.okazo.fr</a> Ohio Gov. John Kasich, took a similar tone, describing himself as a strong proponent of women, but avoiding criticizing Trump at length.
    However, after the military coup and subsequent 'election' of President Abdel Fattah Al-Sisi (pictured), relations again cooled. <a href=http://www.le-bk.fr/>air max pas cher</a> Nellie. When the roads are really bad he uses a sleigh, piling the letters and parcels upon it.
    The biggest thing that has stood out is the team's willingness to put everything aside and really listen, Bakken said. It was a whole new defense, we changed some things on offense, and they bought into what I wanted to do. <a href=http://www.leslascarsgays.fr/>chaussure louboutin pas cher</a> Some patients also become wheelchair-bound.
    a "People with asthma have told us that on days when air pollution levels are high they feel that they can't even leave the house for fear that it will trigger an attack." <a href=http://www.joffreyfaroux.fr/>tn pas cher</a> Whether a compromise can be worked out between the two versions and, if so, whether it will be acceptable to President Barack Obama will be an important matter that will unfold this fall.
    said. Steinmeier said he understands the concern of Riyadh and the GCC <a href=http://www.le-bk.fr/>air max pas cher</a> Los Angeles Fourth-ranked Wisconsin (11-1) attempts to win its fourth Rose Bowl title when it takes on No. 3 TCU (12-0) at 4 p.m. (Milwaukee time) Saturday. z <a href=http://www.musicales-boffres.fr/>www.musicales-boffres.fr</a>
    Together, they rob one of Jimmy's vans, but their actions have unexpected consequences. For a start, Jimmy is stunned to learn that the driver was an illegal immigrant, hired by Tracy, meaning his insurance probably won't pay out. <a href=http://www.dj-animateur-manche.fr/>nike tn pas cher</a> But on Feb. 15, the team's NHL affiliate, Nashville, traded Brendan Leipsic to the Toronto Maple Leafs. At the time, he was fourth among AHL rookies with 35 points.
    s "What do we do with Mecklenburg and my folks that have made commitments on infrastructure and debt predicated on revenue?" asked Sen. Jeff Tarte, R-Mecklenburg. <a href=http://www.le-bk.fr/>nike air max pas cher</a> The study, published in The BMJ journal, collected dietary data from nearly 490,000 people, aged 30 to 79, in mainland China. e
    Entertainement: PPP <a href=http://www.joffreyfaroux.fr/>nike tn pas cher</a> Create original work <a href=http://www.ghg-composants.fr/>louboutin homme pas cher</a>
    ZSBzZXJ2aWNlLCBzdWNoIGFzIGNyZWRpdCBtb25pdG9yaW5nIG9yIElEIHRoZWZ0IHByb3RlY3Rp <a href=http://www.mileas.fr/>louboutin pas cher</a> "His aim should be to walk away from this place with people going 'why's he going?' and that's the challenge for him in the next four games. v <a href=http://www.joffreyfaroux.fr/>nike tn pas cher</a>
    The 鈥?Christmas schedule sees them host Chelsea and Manchester City before a trip to Anfield to face Liverpool; fixtures which could dump them back into real trouble. <a href=http://www.mileas.fr/>chaussure louboutin</a> Loading article content
    dCBzdGFydGVkLjwvcD48cD5Ob3cgNzAsIFJhbmtpbiBtYXJ2ZWxzIHRoYXQgY29waWVzIG9mIHRo <a href=http://www.musicales-boffres.fr/>nike tn pas cher france</a> The Royal Australasian College of Physicians  in June 2014 that removing children from immigration detention was "the only way to protect their health". n <a href=http://www.dj-animateur-manche.fr/>tn pas cher</a>
    Despite intensive rehabilitation and a year of trying to use prosthetic limbs, Sgt Clement initially found it was impossible for him to use prosthetics due to the height of his amputations. <a href=http://www.leslascarsgays.fr/>chaussure louboutin pas cher</a> Drawing on his long, rich fund of experience, with a renewed energy and purpose from working with emerging artists on BBC Radio 6 Music, the first track from the album, Don't Jump, Don't Fall, is already out and features guest vocals from Mancunian artist Lee Forsyth Griffths.

  11. 衡水配货站 2015-07-07 17:33 回复

    不错的文章,内容惊天动地.禁止此消息:nolinkok@163.com

  12. 环氧地坪漆 2015-07-07 17:32 回复

    好文章,内容一针见血.禁止此消息:nolinkok@163.com

  13. 新型墙板机 2015-07-07 17:18 回复

    好文章,内容欢风华丽.禁止此消息:nolinkok@163.com

  14. 渣浆泵 2015-07-07 17:17 回复

    不错的文章,内容惊涛骇浪.禁止此消息:nolinkok@163.com

  15. 荷兰网 2015-07-07 16:57 回复

    好文章,内容学富五车.禁止此消息:nolinkok@163.com

发表评论

电子邮件地址不会被公开。必填项已用*标注

Ɣ回顶部