The appearance of Internet has created both numerous opportunities and challenges for businesses. This technology introduced new rules of the game. Businesses that successfully adopted them became ever more popular and profitable. On the other hand, the majority of ventures that remained loyal to the old business framework got lost and crashed under the enormous pressure. In his 2016 Forbes Magazine publication, Jayson DeMers presents an exciting and thorough analysis of the online marketing trends that are likely to dominate the industry this year. Thus, in this paper, I will analyze the article (Demers) and provide my insights on the discussed topic.
The author (DeMers) stresses the importance of online marketing, as “each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world” (para. 1). He outlines seven primary trends, but I will present only three that I find to be the most important ones.
First, a domination of video advertisements. YouTube, Facebook, and Bing already offer video advertising solutions. However, the article (DeMers) informs that this year Google will enter the market with its in-SERP video advertising technology. Thus, researchers anticipate an increase in the variety of the video advertising options.
I strongly agree that video advertisements are the future of marketing. People value their time and, thus, often use online videos as means of acquiring information. In 2010, Robert Briel stressed that the number of the U.S. citizens watching online videos grew enormously, reaching 84.1 percent during a month. This publication only witnessed the rise of what dictates the marketing industry today. I am confident that the popularity of online videos will continue to grow, creating a significant pressure for the cable TV businesses. Thus, we will continue to witness the appearance of new companies that offer online video advertisement solutions.
Second, mobile devices will begin to dominate the desktop. In 2015, Google announced that mobile traffic was greater than the desktop traffic in ten countries (DeMers). Furthermore, the online search giant released the “Mobilegeddon” algorithm, which has an objective of phasing out websites that are not optimized for mobile devices. However, there is no problem if a website has no desktop-optimized version (DeMers). Thus, Google, as one of the leading and most innovative companies in the world, clearly sets and shows the future path of a global technological development.
It is another exciting trend that has been consistently gaining importance and attention. Since the number of mobile users is constantly growing and last year even exceeded the desktop traffic in ten countries, business will begin to pay more attention to positioning and marketing their products via mobile-compatible platforms, application advertising solutions, and geo-targeting.
Third, advertising is likely to become more expensive. The publication (DeMers) suggests that online marketing competition has increased enormously over the past several years. However, it will continue to grow, leading to a higher price of online marketing services. It might lead to barriers and elimination of some businesses.
I agree with the author. The greater is the product demand, the higher is its price in a short-run. Once the majority of businesses understand the importance of online marketing and opportunities it has to offer, the price of this marketing solution will likely increase. However, a higher price will lead to new market entrants in a long-run, which should eventually drop the price back to its equilibrium condition.
In conclusion, the goal of this assignment was to analyze and discuss recent online marketing trends. I really enjoyed the task, as it made me explore the field of marketing and made me thinking about the field that I would eventually like to join.
- Briel, Robert. “84.1% Of US Internet Users View Web Video”. Broadband TV News. N.p., 2010. Web. 8 June 2016.
- DeMers, Jayson. “The Top 7 Online Marketing Trends That Will Dominate 2016”. Forbes. N.p., 2016. Web. 8 June 2016.