Over the past decade, we have seen the digital marketing landscape evolve as rapidly and drastically as it changed the business landscape. From consumer behaviour to competitors’ strategies, everything is changing at a breakneck pace. What worked for you in 2014 may no longer serve as efficiently in 2015, and one aspect you have been overlooking for the past two years may become the first thing you need to catch up on this year.

The changes in the digital marketing world are all so fast and spontaneous that you can’t really rely on predictions and forecasts. Now that we are midway through the year, this can be the best time to evaluate and revise your strategy to make sure you have all the bases covered for the rest of the year. So, here are the five most essential elements of digital marketing that are going to prove most fruitful for you in 2015.

1. Be Google Friendly with SEM & SEO

One of the biggest digital marketing myths is that social media marketing has somehow dethroned search engine marketing. That is wrong! With 95 percent of market share in Australia, Google is still your best friend, simply because it is still your customer’s best friend. Nearly 85 percent of users still use search engines to find businesses, and if you are not up there in the first few listings, you are all but invisible. So, the first thing you need to do is to optimize your content for a better ranking. Secondly, invest in Search Engine Marketing options such as PPC and display ads.

2. Capture the Mobile Market with Responsive Webs

While Australia still lags behind in terms of mobile users when compared to global stats, it is still likely to overtake desktop usage by 2017. That means if your website is not ready for a tsunami of mobile users by the end of 2016, you are going to lose your edge. That is one reason you should actually update to a responsive web design. Responsive web design is better than a dedicated mobile website because it is designed to adapt to various increased sizes and dimensions including tablets, smartphones, desktop, and the now popular phablets.

3. Build Brand Authority with Social Media

Social media, regardless of not being able to beat Search Engine in terms of marketing and leads, remains one of the most powerful tools to establish a connection with your users. It helps you build brand authority and awareness. You can actually convey your message with the tone and personality you wish to portray for your brand. That is what builds trust, credibility, and likeness. Social media, in essence, allows you to stay up to date about your customer’s demands and expectations, while at the same time, keeps your customers aware of what you are offering.

4. Go Viral with Video Marketing

Video marketing has been around for years now, but was never as essential as it is now. With video, you are engaging the visual as well as auditory senses of the audience, helping them to retain more information. If done right, video marketing is engaging and can go viral within hours. Forward-thinking digital marketing agencies companies like MediaSmiths have actually made it easier for businesses to tap into this digital touch point without overspending. Since YouTube is owned by Google itself, video marketing can be a huge boost to your search engine ranking.

5. Improve with Mature Performance Measurement

Despite all the efforts you put in your digital marketing strategy, it will always require tweaks for improvement. That requires a clear and accurate track and measurement of how each element is performing. Make sure your measurement is mature enough to see beyond the traffic. You must be able to identify and track leads as per quality and conversion rates. Once you have this data, tweak your strategy to focus more on things that work in your favour rather than spending on those with low or no ROI.

We know that digital marketing is too diverse and dynamic to be confined by a certain number of elements. It has a multitude of touch-points, and in order to get the edge, you need to tap into all of them. However, with limited budget and resources, make sure your efforts and investment are focused on the most promising areas in 2015.