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2014年的七大网络营销趋势 2014年的七大网络营销趋势 2014年的七大网络营销趋势




更多的企业不再在外部内容中嵌入广告,而是通过发布原创内容取得了成功,因为这种策略能带来品牌和受众成长等额外收益。根据这些趋势,我们来讨论下2014年主要网络营销趋势的预测。                                                                                                                                                                                                                                                                                                                        互联网极大地改变了信息共享的方式,对营销产生了深远的影响。在过去的几年里,相对于日趋过时的出站策略,入站技术已经有了更多的转变。更多的企业不再在外部内容中嵌入广告,而是通过发布原创内容取得了成功,因为这种策略能带来品牌和受众成长等额外收益。                                                                                                                                                                                                                                                                                                                         根据这些趋势,我们来讨论下我对2014年主要网络营销趋势的预测。                                                                                                                                                                                                                                                                                                                             1.内容营销将空前壮大                                                                                                                                                                                                                                                                                                                                公司建立权威和获得消费者信任的一个主要方法,是通过多种渠道不断创造有价值的内容。这通常涉及到相关的行业信息,为受众提供见识或娱乐。这样的做法使公司稳步建立起与受众的和谐关系,发展忠实的信众。根据内容营销协会的研究,最佳的B2B内容营销手段是社交媒体、企业网站上的文章、新闻通讯、案例研究,以及其他网站上的视频和文章。通过使用一个或多个渠道,企业可以在行业内建立正面形象。这一趋势表明,通过电视广告和电台广告的大众营销技术正逐渐变得低效。反而,更应该专注于入站营销,制作为特定受众设计的有价值的、引人入胜的内容。                                                                                                                                                                                                                                                                                                                             2.社交媒体营销需要多样性                                                                                                                                                                                                                                                                                                                                短短几年前,企业对于将社交媒体加入到营销活动中的问题,能数出的社交网站仅限于Facebook、Linkedin和Twitter等大牌。如今,新的社交媒体网站似乎层出不穷。虽然其中一些中途夭折,但是像Pinterest、Google+、Tumblr和Instagram这样的新秀已经流行开来,并为企业提供了数量多到爆棚的新选择,允许他们以各种媒体形式制作吸引人的内容,在更多渠道上建立他们的受众群体。                                                                                                                                                                                                                                                                                                                                于是乎,企业多路出击、遍地开花,尝试多种网络工具以最大程度地与消费者群体进行接触的,这已成为一种通用策略。这样的多样化对许多企业是富有成效的,因为它通过使消费者更容易的识别某品牌而建立了品牌资产。                                                                                                                                                                                                                                                                                                                             3.以图像为中心的内容大行其道                                                                                                                                                                                                                                                                                                                                随着消费者接触到越来越多的广告,使内容简单而迅速地被消化显得尤为重要。如果你查看下我之前提到的迅速发展的社交媒体网站,可以发现四分之三的广告有一个共同特点——强调图像。Buzzfeed和Pinterest成功的迅速崛起证明了基于图像的内容的力量和病毒般的传播潜力。                                                                                                                                                                                                                                                                                                                                在社交网络中得到最多分享的成功博客文章通常也有一个共同的特点:他们利用一些精心放置的图片提升内容的吸引力,并突出了其中的某些要点。另外一个例子是信息图表,它们结合图像与少量的文本来解释一个主题,并提供调查研究的统计信息或数据。                                                                                                                                                                                                                                                                                                                                虽然我并不认为传统的文本型内容将完全过时,但是显而易见的是,与图像的结合更有利于营销活动。                                                                                                                                                                                                                                                                                                                             4.事以简为上                                                                                                                                                                                                                                                                                                                                一个值得注意的趋势是,消费者的偏好从深入的信息明显变成简化的营销信息。当你想到例如苹果(Apple)和谷歌(Google)等一些世界顶级品牌时,他们显然注重简化。Pinterest的吸引力大多是因为它的干净、简洁和极简的美学。                                                                                                                                                                                                                                                                                                                                面对竭力争抢注意力的海量信息和广告,消费者感到不厌其烦,一些最有创意的营销者则背道而驰。他们正在努力减轻他们的营销信息,而不是用天花乱坠的广告宣传征服消费者。                                                                                                                                                                                                                                                                                                                                或许福布斯的一篇文章恰如其分地阐述了这点:“我们的生活与数字化高度结合,每天被明亮、华丽、复杂的感官输入狂轰滥炸,感觉不能再以这种节奏继续下去了。因此在2013年,最成功的营销策略将不仅具有简单性,还要推广那些有助于简化消费者生活或至少是消费者体验的产品和服务。”                                                                                                                                                                                                                                                                                                                             5.对移动平台友好的内容将必不可少                                                                                                                                                                                                                                                                                                                                由于智能手机和平板电脑的广泛使用(及迅速发展),对企业来说有必要为移动用户创建可访问的内容。根据福布斯的报道,“到2017年,87%的联网设备销售将来自平板电脑和智能手机。”无论是创建一个网站的备用移动版本,或者是利用响应性的网页设计,在用户通过移动设备浏览网站时提供正面的体验都至关重要。                                                                                                                                                                                                                                                                                                                                否则,很容易将适应这种趋势的消费者拱手让给竞争对手。随着从传统电脑和笔记本电脑转变为移动设备的继续,不合时宜的门外汉可能有麻烦了。                                                                                                                                                                                                                                                                                                                             6.广告重定向将提高效率                                                                                                                                                                                                                                                                                                                                这是最近才真正兴起的营销策略。概括来讲,它的工作原理是利用浏览器的Cookies跟踪用户访问的网站。一旦他们离开某个站点,他们浏览过的产品或服务将在不同网站再次以广告形式展示。                                                                                                                                                                                                                                                                                                                                这项技术有效的原因显而易见。在首次访问时的网站流量转换率仅为2%,而广告重定向可以通过向消费者提醒浏览过的产品或服务来提升整体转换率。这样可以使品牌和产品给消费者留下深刻印象。甚至有心理研究显示,品牌名称和标识的简单曝光可以产生熟悉感及建立信任,使消费者更易于作出购买决定。                                                                                                                                                                                                                                                                                                                                即使没有立即购买,从长远来看也是可以得到实际回报的。由于许多营销者通过广告重定向取得了成功,它将有望在2014年成为主流。                                                                                                                                                                                                                                                                                                                             7.搜索引擎优化和社交网络信号将更紧密地融合                                                                                                                                                                                                                                                                                                                                虽然社交网络信号通常不具有与传统入站链接相同的重要性,但不可否认现在它们在内生搜索排名中发挥着作用。毕竟,他们是搜索引擎优化的三大支柱之一。由于谷歌和其他搜索引擎的目标在于尽可能为用户提供关联度最高的高质量内容,理所当然地,它们会将博客文章或产品页面收到的社会分享数量作为考量的因素。                                                                                                                                                                                                                                                                                                                                一条内容有越多的人们分享,其质量就可能越高,因此它在搜索引擎结果页的位置就应越靠前。排名靠前的搜索结果趋向于拥有大量的社交网络分享,而排名靠后的数量则较少,这绝非巧合。                                                                                                                                                                                                                                                                                                                                除此之外,对于登录某页面的访客,社交网络分享可以作为认可的标志(例如信任信号)。如果他们看到内容被分享了成百上千次,这可能是有点价值的东西。很大一个原因是因为许多企业安装了社交网络分享的插件,鼓励消费者尽可能地分享内容。                                                                                                                                                                                                                                                                                                                                虽然很难预测算法在未来的演变,但社交网络分享将有希望在2014年底赶上甚至超过传统入站链接的地位。

本文固定链接: http://blog.rainer.com.cn/?p=249 | 火星博客

该日志由 soyohoo 于2014年01月29日发表在 网路营销 分类下, 你可以发表评论,并在保留原文地址及作者的情况下引用到你的网站或博客。
原创文章转载请注明: 2014年的七大网络营销趋势 2014年的七大网络营销趋势 2014年的七大网络营销趋势 | 火星博客

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