There will never be a complete or final definition of digital marketing.
Most attempts to nail down this definition are going to be inadequate, as digital marketing can really be anything in the digital space. And the digital space is ever expanding, encompassing real-life and virtual places through the advances of mobile technology. We’re not attempting to define digital marketing here, but to paint a portrait of its current direction. And that direction is mobile.
Mobile technology is a huge focus of our digital marketing service. It is increasingly the way in which people interact with marketing in all the forms: nowadays, you can’t have digital marketing without digital marketing for mobile. Think about this in terms of our digital marketing services, it becomes easy to see its significance.
Social media marketing is probably where the mobile influence is most obvious. After all, two of the major players in this space are mobile-first apps But it’s not all about Snapchat and Instagram. Facebook’s Instant Articles make reading the latest news or gossip on your phone an immediately gratifying experience. Instantaneity is the currency of our new digital world, and everyone is scrambling to deliver this convenience to their users.
The concern about loading speed on mobile has lead Google to pioneer a new PPC (pay per click) ad design called the Expanded Text Ad (ETA). Expanded Text Ads give the mobile searcher more information before they click. On mobile, where loading speeds can be unreliable or unpredictable, this gives consumers greater confidence to click.
Even in email marketing, which is mistakenly considered old hat by some (misinformed) marketers, mobile demands email content be optimised for the smaller screen. That means subject lines need to be snappy, fonts need to be bigger, and links need to be opened with the click of a thumb, rather than a slim and manoeuvrable cursor.
Digital marketing is continuously evolving, but and so is the shape of the way we consume it. And right now, the way we consume it is through mobile devices. At Dando, we’re excited to see what’s next. We never stand still, and we never stop looking for the next big thing. With a little digital marketing advice, that could be you…