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The three kings of digital marketing in 2012

December 10th, 2012 by Gary Ennis

It’s almost Christmas and here at NS Design, we’re feeling festive, so we’ve put together this guide to the three ‘kings’ of digital marketing throughout 2012. These key players were crucial considerations for digital marketing industry this year, and altered the overall marketing landscape in a variety of notable ways…

  1. Content
    Thanks to Google’s now legendary ‘Penguin’ update back in April, content marketing has experienced a massive boost over the last twelve months as the online world turned its focus onto quality, user friendly copy. The Content Marketing Institute’s annual Benchmarks, Budgets and Trends report revealed that 91% of B2B marketers now use content marketing, and more than half intend to increase their content marketing budgets over the coming year, suggesting that this type of marketing is destined for further growth in 2013.
  2. Social Media
    Social media is now an unavoidable necessity for every single business. Facebook is still the most popular social network, with more than a billion users worldwide, but 2012 also saw the increase in popularity of visual based platforms like Instagram and Pinterest. 50% of people now follow brands on social media – a number which is likely to increase throughout 2013 and beyond, particularly if content marketing continues to flourish.
  3. SEO 
    SEO in particular experienced something of a transformation throughout 2012. The staple techniques of black hat SEO – article spam, keyword overloading and link spam – have been rendered useless by Google’s crackdown on poor quality content. Instead, white hat SEO has stolen the crown, and its focus on user friendly, high quality content intrinsically links the medium with content and social media marketing.

What 2012 has shown us is that these three ‘kings’ cannot rule independently of each other: the crossover between content, social media and SEO means that businesses need to tie all three disciplines together into a coherent digital marketing strategy. All the signs point to this becoming even more crucial in 2013.

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