The digital marketing landscape is ever evolving with mobile and wearables being the key focus for marketers. With the mobile search rate already surpassing desktop search in 2015, it is more important than ever for businesses-to go-mobile. Marketers must also keep in mind the increasing importance of the millennial generation. The term "Millennials" typically refers to people born between 1977 and 1997, putting them in the age range of 18-37. This group, about 80M+ strong with a discretionary spending of $430B, is about 25 percent of the US population and larger than the Baby Boomers era. Because 90 percent of the millennial generation has a mobile phone, it's no real surprise that your digital marketing be mobile friendly. As marketing channels and devices expand, it's key to understand and correlate the performance data across marketing channels and devices and optimize marketing efforts based on true ROI from each channel. Here are some key digital marketing trends and tips to keep you on top of the ever-changing digital landscape:


1. Importance of Mobile and Wearable Search for Businesses
The universe of mobile users is massive - three in five people use mobile devices to search and 80 Percent of local searches on mobile devices convert to purchase. Google recently rolled out a new ranking factor for mobile-friendly sites. Because of this, it is essential that your business website be optimized for mobile search and that it is responsive on all mobile devices. The target is to enhance mobile traffic and ensure a robust and seamless experience with content that can be shared on social media.


2. Enhancing Your Business's Local Presence
Your website has to tap into the possibilities of enhanced local search. The goal is to create optimized content and local profiles, manage quality citations and directory listings, and deliver a seamless mobile experience across devices. It is critical that you manage your local presence across search engines, IYPs, aggregators, business directories, local citations, and maps. Ensuring that your business's marketing strategy includes optimizing your content with headers, title tags, metadata, footers with location-based schemas, and image alt-tags will help strengthen the business's local presence.