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The State of Digital Marketing 2015

The digital marketing numbers for 2015 are in, and the research shows that your biggest audience is online, in more ways than one. There are now three billion internet users, translating into 40% of the entire world’s population. The numbers are impressive: 91% of these users access the internet via a PC or laptop, and 80% access the internet via Smartphone. The research didn’t even factor in how much of the population uses both!

This puts content marketing professionals in reach of a great opportunity to connect with their customers like never before. However, this also adds a new challenge to their overall digital strategy: competition. Smart Insights and TMF&A’s study offers recommendations to help you keep your online audience engaged.

Insights: How to Reach Digital Consumers

Computers and laptops, smartphones, tablets, and game consoles (respectively) are the most popular devices used to access the internet. 2015 will also see an increase in emerging devices inspired by the IoT (Internet of Things). For example, 34% of internet users access the network through a Smart TV, and less than 10% use either a Smart Watch or Smart Wristband. Essentially, your customers are easily within the scope of digital outreach.

Smart Insight’s research showed that the most used tactic to engage with online B2C and B2B consumers was through social media other than blogs. Blogs, eNewsletters, and articles came in a close second, demonstrating a strong shift towards content marketing. 2015 will require digital marketing professionals to hone their digital strategy to target the right content to the right consumers in the right context.

Digital Marketing 2015 Key Takeaways

Conversion is one metric you can use to determine the efficacy of your content marketing strategy. The study showed that there are higher conversion rates for PC users and tablet users (regardless of manufacturer) versus the conversion rates for smartphones and iPhones. Conduct an analysis of your audience and determine how they are accessing your website. Create a digital strategy and plan to ensure you deliver appropriate messages to the right audience. For example, target messages geared towards a purchase to PC and tablet users and target messages geared towards engagement and brand awareness to smartphone users.

Additionally, you have to acknowledge digital marketing as a part of the future of society. Your online audience will only grow as access to the internet extends beyond PC's and mobile devices. Content marketing and digital strategy will only grow in importance to your overall business and marketing strategy. If you haven’t already, research shows that you should make plans to join the other 19% to 33% that are moving towards full integration of your digital strategy.

Lastly, a little more than half of all businesses currently practicing digital marketing and content marketing are not optimized to maximize their ROI. Many businesses don’t invest the time, money, or resources to test their digital strategy and implement the methods that are most effective. In other words, many businesses are not utilizing the full benefit of content marketing.

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