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3 Key Trends for Digital Marketers

20. November 2013 10:16

Straight couple uses mobile phone to make holiday purchases

To make the most of the upcoming holiday spending season, you’ve got to stay on top of important marketing trends. What will help you reach customers for your small business? Here are three digital marketing trends that are (practically) guaranteed to make your profits soar.

m-Commerce. Mobile devices will be key this holiday season and contribute strongly to e-commerce sales. Total U.S. retail e-commerce sales in November and December are expected to reach $61.8 billion, and eMarketer predicts m-commerce (sales on mobile devices) will account for 16 percent of that total. In addition to more consumers actually making purchases on their smartphones and tablets, they’re increasingly using mobile devices as a shopping research tool. eMarketer predicts retail m-commerce sales will reach well over $100 billion by 2017.

Social media. If you’re worried about which social media platforms to concentrate your efforts on for the upcoming holiday season, you might want to stop stressing. According to research released earlier this year from L2 Think Tank, not as much traffic is flowing from social media to retail sites as you might think. Social media was one of the least-effective referral engines, pushing just 2.4 percent of referral traffic. (Only display ads, which led a measly 1.1 percent of visitors to retail sites, did worse.) So where is the major traffic coming from? Search engines dominated referral traffic sources, leading 35.5 percent of traffic to retailers, followed by direct Web browsing (33.9 percent). Lesson learned? Spending more time on your SEO will get better bottom-line results than tweeting about your products.

For more ideas on how to prepare your retail store for the holiday rush, check out the blog post, “Three Risks Your Retail Store May Face This Holiday Season.”

Email marketing. In 1996, when Bill Gates proclaimed, “Content is king,” who knew that we would still be repeating that mantra 17 years later when talking about email marketing? According to a survey by Ascend2, marketers say email is the most effective marketing tactic overall. But what makes your email marketing campaign work? Marketers say campaigns that are targeted and personalized are most effective. For email marketing to be successful, marketers say it’s crucial to create good content; however, the survey showed that creating relevant and compelling content is the number-one challenge marketers face.

Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her onGoogle+ and and visit her website,, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.

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Retail | Small Business | Tips for All Small Businesses

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