Digital Marketers
In 2015, digital marketers increasingly turned to many proven tactics in an effort to reach customers, according to SEMPO's "2015 State of Search Report." These include SEO (employed by 94% of digital marketer respondents vs. 85% tallied in 2013), email marketing (86% vs. 63%), social media marketing (84% vs. 75%), paid search campaigns (83% vs. 78%), display ads (70% vs. 54%), and social media advertising (57%).
Ad blocking grabbed a lot of headlines and attention in 2015. In the past year, Apple rolled out its iOS 9 with built-in ad blocking as an option. PageFair and Adobe's "The Cost of Ad Blocking" report estimates that ad-blocking usage by Americans increased 48% from June 2014 to June 2015, to 45 million monthly active users.
Despite the ad-blocking threat, many believe digital marketing made significant strides over the previous 12 months, including Stacy Gordon, CMO of LatentView. "This past year, digital marketing finally moved away from being just about social media or managing online campaigns to being about insights. Marketers have increasingly begun looking at digital data to get a 360-degree view of their consumers," Gordon says. "This understanding has allowed more advanced marketers to deliver customized and personalized content to consumers by combining tools like geolocation data and search and browsing history."
In 2015, native advertising gathered momentum, putting a stronger spotlight on quality content. "This is prompted by the way people are consuming content via feeds and the shift to mobile and away from standard display," says Chris Tuff, EVP and director of business development and partnerships at 22squared.
One of the most important battles waged in 2015 was "mobilegeddon"--another name for Google's algorithm update last April that gives priority to sites that display well on mobile devices.
In 2015, digital marketers increasingly turned to many proven tactics in an effort to reach customers, according to SEMPO's "2015 State of Search Report." These include SEO (employed by 94% of digital marketer respondents vs. 85% tallied in 2013), email marketing (86% vs. 63%), social media marketing (84% vs. 75%), paid search campaigns (83% vs. 78%), display ads (70% vs. 54%), and social media advertising (57%).
Ad blocking grabbed a lot of headlines and attention in 2015. In the past year, Apple rolled out its iOS 9 with built-in ad blocking as an option. PageFair and Adobe's "The Cost of Ad Blocking" report estimates that ad-blocking usage by Americans increased 48% from June 2014 to June 2015, to 45 million monthly active users.
Despite the ad-blocking threat, many believe digital marketing made significant strides over the previous 12 months, including Stacy Gordon, CMO of LatentView. "This past year, digital marketing finally moved away from being just about social media or managing online campaigns to being about insights. Marketers have increasingly begun looking at digital data to get a 360-degree view of their consumers," Gordon says. "This understanding has allowed more advanced marketers to deliver customized and personalized content to consumers by combining tools like geolocation data and search and browsing history."
In 2015, native advertising gathered momentum, putting a stronger spotlight on quality content. "This is prompted by the way people are consuming content via feeds and the shift to mobile and away from standard display," says Chris Tuff, EVP and director of business development and partnerships at 22squared.
One of the most important battles waged in 2015 was "mobilegeddon"--another name for Google's algorithm update last April that gives priority to sites that display well on mobile devices.
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