2014, which marketing strategies ended in failure

2014 is a year of innovation for marketing, but we should also see the reality that many marketing trends have not been successful. In order to achieve better development in 2015 years, it is time for us to review the failure strategies and tools that will soon become irrelevant.

The use of mobile apps has hit a record high this year. Time is so precious that competition is so intense that some marketing strategies don't work. Here are five trends that we've summed up in 2014 that ended in failure, and they don't come back in a short time.
1, two-dimensional barcode

Two-dimensional barcodes will be a meaningless waste of time in the 2015 because most mobile users do not have the ability to scan two-dimensional code. In 2013, only 19.1% of customers scanned two-dimensional yards, and that number did not increase significantly. The problem is that mobile users have to download a dedicated application if they want to scan a two-dimensional code. This is an unnecessary impediment to a call to action from your audience.

The only feasible solution to this problem is to preload the two-dimensional barcode interpretation technology on smartphones. Apple and Google's Android smartphone share a 93% of the smartphone platform market, and unless the two companies can make a decision, the two-dimensional code is doomed to fail.

2, Automatic release

We should all feel guilty about it. When we feel time is pressing, automatic publishing makes it fast and easy to publish the same information across all social networks. However, each social networking site has its own unique positioning and attracts a unique audience. A single piece of information does not work on four or five social networking sites.

To keep content relevant, we have to build our content based on the characteristics of the social networking site that will be released. To keep up to date with current trends and meet different audiences for different sites, you should pay to use social Media today, Buffer social, and other blogs to understand what the current trend is. You can also take a look at some research on different social media platforms to give you better content release planning and positioning help.

3, virus film

A few months ago, you might have seen this video of a stranger kissing the first time. It may disrupt all your social media subscriptions. However, you may not know that this is an ulterior motive for viral video. Do you know that all the "strangers" in this film are actually employed by the Ryan Studio?

The number of clicks in the original video was over 41 million in just three days, the epitome of a successful viral video. However, subsequent video from CEO Melissa, who was subsequently released by Ryan Studios, showed that the video was an ad in the 2014 series and was only viewed by 100000 people. The Twitter-related tweets from the Rennes studio were forwarded only 450 times.

If you ask a random person if he has seen this video about a stranger kissing, a lot of people may have seen it, but only a handful of people will associate it with the Rennes studio. The moral of the story is this: unless your viral video is extremely good and closely linked to your brand, it won't be worth your time and money to advertise your brand in 2015.

4, excessive optimization

Search optimization will continue to be important in 2015 years, but blog posts or numerous search terms and phrases on the site will no longer place you at the top of every search engine.

Google is constantly adjusting its algorithms, and traditional keyword-based search will gradually exit the stage. Nearly 90% of all searches will be influenced by Google's new algorithm, nicknamed the Hummingbird, and future changes can have equally dramatic effects.

The new algorithm will focus on conversational queries: Questions that consumers want to answer. Think about the questions customers might ask you to focus on the answers to these specific questions in a Web page release, rather than trying to populate your search with keywords.

5, responsive web design

Response Web Design (RWD) refers to the Web site can be based on the user's access to the Web page corresponding to the layout adjustment. Generally speaking, RWD time consuming money. Unless your non responsive web design is unreadable to your audience, your ROI on RWD will be infinitely close to zero. Websites that are heavily reliant on images, such as Google Maps, are the exception, and may need to be RWD, because the desktop device's interface cannot be displayed properly on a mobile device.

Another discussion using RWD is that it can significantly reduce the load time on mobile devices, but that is not the case. Most designers hide some page elements in order to reduce the load time on the response platform, but the element concealment does not prevent the loading and consumption of resources.

A good alternative to RWD is deferred loading, a unresponsive way to finally load all resource-intensive elements. Another way is to create a local mobile application for mobile users, and the application will provide a better mobile experience than RWD.

It is time to abandon the 2014 trend of failure and embrace the new trend of 2015 years. Tests, errors, and time will tell us what works and what is not. Say goodbye to these trends, freeing up your time and budget to meet the innovations that are worth following.