What We Learned in 2018 About Online Marketing

Brand awareness is the result of effective marketing. Where we once relied on print advertising, the evolution of technology has created new channels to engage potential clients. This year is no exception and, as 2018 draws to a close, there are key things to remember as we move into the new year ahead.

Businesses can send ads to a mailbox or an inbox and hope for a high open rate, but they’d be better off focusing on the box we carry in our hands. Mobile devices are the place people are seeking content and brands are refocusing on mobile marketing to reach a broader audience.

Video Advertising

Mobile video usage has increased by nearly 10 million daily viewing minutes in the past two years. We’re binging on video like never before, with instream and mobile video ads at the forefront of strategic advertising.

Google recognized the video trend over a decade ago when it acquired YouTube. In fact, a large portion of the content PixelFish produces for Google are instream ads. With a $25m investment this year, Google is looking to fund nearly 20 global markets to support news organizations in building video operations. What does that mean for advertisers? Opportunity to get in front of more potential clients and build brand awareness.

Instream ads are only one of the many ways video is used. We learned that having an optimized video on your website increases the chance of your brand being on the front page of a Google search engine result 53 times and companies using video enjoy 41% more web traffic from search than non-users. To ensure that your video is reaching its full potential for SEO (search engine optimization), make sure that you are hosting it on a recognized platform. We prefer YouTube, for obvious reasons, but others are available as well. Use a title and keywords that are relevant to the video and will attract the attention of your target audience/client, as well as a thumbnail image that captures their interest.


Perhaps the most neglected form of marketing, but one of the most important, is SEO. People will invest in banner and popup ads, before ensuring their site is fully optimized. Consider your brand and establish a list of keywords to target to drive qualified traffic from search engines to your website and make sure that your website is optimized for voice search. It is predicted that by 2020, 50% of all local searches will be done by voice.

Social Media

We know of plenty of companies that cast a broad net in social media, spending a great deal of time trying to engage each platform available. STOP! Who is your client and where are they online? Once you know this you can focus on three to four key platforms, providing relevant content and engagement. Utilize the messenger apps to reach targeted individuals and encourage clients to post pictures and videos of their (positive) experience with your business. Customers spend 20-40% more with companies that engage and respond to customers via social media.

There are plenty of ways to market online, but setting the groundwork with a well optimized website, social media presence, and video advertising are key components. Listen to your clients and watch their behavior. The evolution of technology changes the way we behave and staying ahead of the curve is key in a changing marketplace.

We at PixelFish are an industry leader in video advertising and are happy to assist you in navigating through the best options for you and your brand. Call us today for a free consultation!