January 1st always comes with some changes, and this year is no different. As the face of the internet landscape continues to change, so will the digital marketing strategy practices regarding SEO, paid advertising, organic search, content marketing, social media interactions, and more. Regardless of the industry, the adoption and use of the Internet to provide information, increase brand awareness, and drive sales is going to increase. Here are some of the big Internet trends that will continue to evolve in 2015 and how they affect industry subgroups.

Social media is part of a comprehensive marketing strategy for every industry in the digital marketing strategy world. Lawyers, nutritionists, fitness centers, and hospice care all need to have a presence on social media sites so that customers can find them. Social media is one of the best ways to make your brand seem real and accessible while encouraging conversations about products and services. Social media presence improves search engine rankings, maintains a company’s visibility online, and personalizes the brand. All businesses need to learn how to get on board with social media or be left behind in the coming years.

Mobile – Having responsive web design will be more important than ever. More and more individuals are using mobile devices to access content on the go. If you want to remain relevant in your target market’s search, you’ll need to make information accessible to mobile devices. A representative from Ashford Realty Group hones in on this point by explaining that “94% of homebuyers start their home search online. Mobile marketing and digital marketing strategy, in general, is critical for properly advertising client listings.” Many other product- and service-oriented industries are beginning to understand the importance of well-organized mobile marketing.

Targeted Advertising – Have you ever visited a restaurant’s website to check out their menu and later found their ads on other sites? That is targeted advertising. It appears everywhere from your Gmail inbox, to your social media pages and your favorite news site. Ads that are designed to specifically reach out to site visitors encourage more visibility and higher conversion rates. Use targeted advertising with vivid pictures and short text to make the most of your impact on viewers.All industries benefit from directing advertising to those who have already expressed interest in a product or service. The real estate industry, in particular, can use targeted advertising to continue drawing in potential homebuyers who have expressed interest once before. Similarly, the retail industry can push new products out to the market with targeted digital marketing strategy efforts.

SEO and Content Marketing – These two concepts have been joined at the hip for at least the last year. Marketers are finding that premium content with the right amount of keywords and link usage promotes higher search engine rankings. SEO will continue to be the technical side of improving site visibility, but focusing on quality content will make a difference in how a company is ranked. Instead of sites that are layered with pages, streamlined content that is succinct and rewarding for visitors will become more common. Look for service industries like legal and financial services, in particular, to use content marketing to promote services based on research and real success stories.
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