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The Future of Digital Marketing and the Digital Agency

February 12 2016

Why do you need a full service digital agency?

To answer that you need to understand what a digital agency actually is and what they can do for you. The word digital, from a design, marketing and communications perspective can mean hundreds of different things, making it hard to define what it is and why you need it.

Digital begins with websites, emails, blogs, search engine optimisation and search engine marketing and is positioned alongside agencies and services that provide traditional communications. But now a digital agency can encompass everything that you need to kick-start your business and help grow your business online. At Hopping Mad, we know that content marketing, encompassing social media and forward thinking design are the best way to succeed in the digital sphere and what we use to help our clients achieve goals for better returns on their marketing spend.

Previously, agencies would be hired to make a stunning advertisements and help you put it in front to the right audience, now with the emergence and growth of digital, media placement and creative have become seamlessly intertwined and content marketing has become one of the most effective methods.

Content is growing at an unparalleled rate and by doing so has disrupting traditional advertising. Audiences are responding to entertaining content rather than advertising. Content marketing often seems like it doesn’t have a particular view or purpose, but brands are definitely getting return on investment. Content marketing spans from engaging social media posts to viral videos and it is often about more than just a product of service to inspire and engage the audience. It’s all about getting in front of your customers where ever they are looking online.

 

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It is most effective when users find it on their own accord rather than have it presented to them- like traditional advertising. Audiences are seeking useful, inspiring content making content marketing a must in the future of digital and digital agencies.

SEO has become an aspect of content marketing, with Google making it increasingly difficult for manipulative SEO tactics to be successful, so what does this mean for digital marketing? It means that the quality and importance of your content is crucial for successful rankings. This also means incorporating SEO best practices into our content marketing strategies.

Digital Agencies will always need to have a focus on creative and design and what is coming next in design. Responsive design is at the forefront, with consumers browsing across multiple devices, often almost simultaneously. Websites need to be designed for compatibility and constant change to be able to keep up with changing technology. The key area of focus in responsive design is navigation and is a key to the accessibility of the site and instinctive user experience. The changes and advancements in digital will always need to be reflected in design for success, yet since digital is constantly changing and evolving, it can be hard to keep up.

Much like design, digital is becoming simpler and anticipating the needs of the consumer – whether it’s a relevant remarketing advertising or a suggested television show on Netflix. Digital stays relevant by forever reinventing itself to become something simpler. The evolution of digital over the coming years will come down to individual experience, in which every action a user takes will be dependant on the users personalised data.

Ultimately the content will seek out the user rather the user seeking out content. The ultimate goal is to get to a place where the user takes a few steps as possible to achieve what they want. This is beginning to happen in data driven news feeds, which eliminate the need to click or search, the user is simply shown content that is relevant to them. More and more are shifting to this method. Facebook has been using user based algorithms to create personalised news feeds over a couple of years now and recently twitter has also switched.
This means that your news feed, now on both twitter and Facebook, automatically sorts the content from what it thinks you will be most interested in.

Instagram is the exception to this style algorithm as it still ops for an unfiltered feed, yet over the past 6 months they have rolled out an email digest called “highlights” featuring the most popular and relevant content from your feed.

This is why at hopping mad we place a large emphasis on content marketing and by predicting future trends in the digital space we’re helping your business stay relevant and inevitably reach more customers on a more regular basis.