Trends are trends. 10 years ago, some of these digital marketing trends and tools like Omni-channel Marketing and Geofencing were just ideas. Not all of these trends are going to be here in a decade and many will evolve into something else. But for now, these digital marketing strategies could be what is going to make your company stand out in the crowd.
AI is changing the way businesses do business and this is especially true for digital marketing. According to Forbes, there are three ways AI is revolutionizing digital marketing:
- Better User Experience – AI can collect data that helps customize a user’s experience potentially converting customers and creating brand loyalty.
- Predictive Customer Behavior – Data Management Platforms can collect data from not only your site, but across the internet. This allows you to personalize and target customers based on their clicking and scrolling behaviors.
- Real-time Consumer Support – Chatbots have changed the face of customer service. They are available 24/7 and can provide quick support without spending wasted time on-hold listening to bad elevator music.
2. Programmatic Advertising
Programmatic advertising helps companies pinpoint their audiences by using AI. Advertising can get very specific and targeted based on data about who’s responding to an ad. The data can be used to eliminate a lot of the guesswork usually associated with ad placement. According to eMarketer, 86.2% of digital display ads in the U.S. will be programmatic by 2020.
Chatbots are taking over social media marketing and digital marketing. They allow consumers to engage with them in terms of content consumption, customer service and transactional engagements. ”Chatbots use a process known as deep learning whereby a network recognizes speech, data, and specific patterns, then transmit the data through layers of the network such that they provide accurate results each time the AI faces the same problem or query from users,” states chatbotsmagazine.com.
“People demand personalization. Their appetite for personalized products is stronger today – so much so that they’re willing to pay for products unique to them. They also don’t mind sharing personal data in exchange for receiving personalized recommendations and offers,” reports AB Tasty. Having a shopping website show products that correspond to the items you just searched or put in your cart keeps the customer engaged and ultimately keeps them coming back for that personalized experience.
5. Video Marketing
The prominence of video marketing in the digital age shows that it is the medium of choice for marketers looking to distribute content and increase engagement. iMPACT shared these statistics on video marketing:
- 70% of consumers say that they have shared a brand’s video. (Wyzowl)
- 72% of businesses say video has improved their conversion rate. (Wyzowl)
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video. (Forbes)
6. Omni-Channel Marketing
Omni-channel marketing refers to the concept of providing customers with a completely seamless and integrated shopping experience from the first interaction to the last. It is key to marketing success as customers engage with companies in a variety of ways, including in a physical store, online via websites and mobile apps, through physical and virtual catalogs, and through social media.
Geofencing has become a popular way to target market by using GPS or RFID to trigger marketing and advertising when a prospective customer’s mobile device enters a company’s set geofence. For example, if you own a coffee shop, and you’re using geofencing, a person might see an ad for your business in their social feed next time they login just based on the fact that they traveled by your shop.
8. User Generated Content
Influencers, hashtags and social media stories are all forms of user generated content. You can use the power of social media and your loyal consumers to drive traffic to your business. 92% of consumers trust peer recommendations over advertising.
9. Voice Search & Smart Speakers
Voice access is available on most cell phones. Handsfree in your vehicle means you’re using Siri to Voice Search for the nearest gas station. Smart speakers can play your favorite music, place orders for paper towels when you run out, and even start your car. According to WordStream:
- 50% of all searches will be voice searches by 2020, per comScore.
- 13% of all households in the United States owned a smart speaker in 2017, per OC&C Strategy Consultants. That number is predicted to rise to 55% by 2022.
“Because Alexa and Google Assistant can both differentiate between voices, they can provide valuable insights about users that can lead to more personalized messages and content, and this is great for improving the customer experience. Moreover, voice technology can make interactions with brands more natural and seamless, which encourages retention and loyalty.” https://digitalmarketinginstitute.com/blog/voice-search-why-your-brand-needs-a-voice-strategy
10. Content Marketing
Companies find content marketing so valuable that 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource. Blogs, vlogs, social media, and e-newsletters all create an identity that your company knows what they are talking about and that you provide a value that sets you apart.