With each passing year, marketing analysts and industry specialists sit down to talk about the trends they expect to take hold in the coming year. As 2014 winds to its inevitable close in the next two weeks, the time has come to look at the marketing trends that failed in 2014. The success of any Pay Per Call marketing campaign rests in the ability of marketers to identify the marketing channels and specific tactics that are working well.
In addition to highlighting approaches that work, marketers also need to analyze emerging trends and determine whether they will play a major role in Pay Per Call campaigns, or whether they will fail miserably. Without further ado, here are the three trends that missed the mark in 2014.
1. QR Codes
If you watched television or paid any amount of attention in the local grocery store, you no doubt saw QR codes everywhere. They were designed to help quickly direct consumers to a product or website by simply scanning the code with their smartphone. The biggest problem with QR codes was that the majority of consumers did not have the ability to scan codes with their devices. Most people had to download an app just to scan codes, blocking wider adoption as people viewed it as a stumbling block.
2. Responsive Web Design
Pay Per Call campaigns rely, in part, on advertisements that are optimized for viewing on multiple devices. The goal is to create advertisements that automatically resize themselves for easier viewing whether a consumer is on a smartphone, tablet, or desktop computer. Optimization is still important, but the key to success lies in taking the time peruse your own website. Additionally, your distribution partner should be reviewing the advertisements used in your Pay Per Call campaign to get a first-hand look at the optimization of ads on various devices.
Responsive web design is still important, but it should always be done with an eye toward saving time and money. If your desktop ads appear the same and are easily viewed on tablets, there is no need to waste the time and money optimizing them for that device. Smartphone optimization may still be required, so do your homework.
3. Over Optimization
Google is at it again, and this time the algorithm change driving everyone nuts is Hummingbird. The new algorithm changes the way search queries are read and understood by Google bots as they crawl websites and advertisements. As your promote your business, products, and services in your Pay Per Call campaign, you need to integrate more conversational keywords and phrases that fit naturally in the text.
Read More: How to Optimize a Pay Per Call Campaign