At the beginning of 2014, marketing industry specialists around the world were anticipating the rise of some brand-new phenomena relating to various advertising channels and customer experience. Now, as Q3 has ended, we already can summarize the expectations and results. Simple analysis of the popularity of terms denoting the incipient marketing trends in search queries demonstrates how true the predictions for the year were.
Channels: omnichannel, digitisation and digital transformation
While all the three terms refer to the general trend of shifting towards digital channels, ‘omnichannel’ has a broader meaning and describes the idealised state of marketing with interchangeable channels, and ‘digitisation’ and ‘digital transformation’ relate specifically to the organisational journey.
The popularity of both ‘omnichannel’ and ‘digital transformation’ as search queries has been gradually increasing since Q4 2013, while the number of searches for ‘digitisation’ remained fairly stable over this period.
With this, ‘omnichannel’ has received a much higher relevance than ‘digital transformation’ (roughly 12K monthly searches). Part of the reason, however, can be the confusion around the term.
This is the term of high relevance to each brand these days, and its popularity as a search query keeps growing (having reached approximately 12K monthly searches already).
Advertising: RTB, programmatic, native, mobile
The advertising trends are changing fast, indeed.
It is slightly surprising that neither ‘mobile advertising’, nor ‘RTB’ have seen any increase in search numbers during the year. In fact, the popularity of ‘real time bidding’ as a search query has even dropped a bit.
At the same time, ‘programmatic advertising’ seems to be on the ascent with almost 3K monthly searches this summer.
As to ‘native advertising’, this search term saw a sudden jump in popularity at the end of Q3, possibly for having been mentioned in Stephen Colbert’s TV show.
Content: curation, production, owned media
Content marketing is the extremely popular area of marketing these days. Therefore, the relating terms get an unchangeably high interest. A slight increase in a number of searches for ‘content curation’, as well as a slight decrease in searches for ‘owned media’ are rather insignificant, but may to some extent point at the decreasing relevance of the paid vs. owned vs. earned model.
Solutions: digital first, mobile first, service delivery
The popularity of all the three search terms remained stable during the year (with ‘mobile first’ having roughly 8K monthly searches). While the digital first and mobile first solutions themselves continue to emerge, the lack of search volumes increase for these terms can be explained by the fact that the phenomena have already been discussed in marketing circles for the last couple of years.
Written by Maya Andrejczyk
PR Manager at Epom
Epom – global provider of ad serving solutions