While the way that businesses have used marketing campaigns over the years has changed, the reasons have not. Every business wants to reach its ideal customer when that customer needs it.
With the constant flux of new technologies, the way that companies need to reach these customers has to evolve to make up the difference.
Here are a few digital marketing trends for your future marketing strategy.
Digital Marketing Trend # 1: Marketing via Omnichannel
Modern customers utilize various channels to study, contrast, purchase and connect with companies. These could be either online or offline channels and include your own page, as well as Amazon, eBay, Twitter, etc.
What is omnichannel marketing?
Omnichannel marketing is a form of marketing that binds dots across multiple channels, ensures sustained user experience and encourages consumers to indulge with your brand on every touchpoint across various channels.
BigCommerce’s latest study provides a comprehensive look at how different ages of buyers approach omnichannel shopping, as well as what they anticipate from manufacturers (brands) throughout their purchase journey.
The takeaways of the analysis are quite interesting.
- Nowadays, no one buys solely through a single medium
- Younger generations use all sorts of outlets to buy products, but they often know no other way to buy
- Younger generations spend in physical stores significantly less (only 9.8% of Gen Z records buying goods in physical shops), they are more likely to come back purchases and appreciate the ease and speed of buying experience.
With omnichannel influence becoming the intended shopping experience, ensure your commodity is placed anywhere you can. That’s not just a matter of selling: to be everywhere means brand recognition, that is another consistent way to boost your ROI in the longer run. The most noticeable outlets that your company wants to incorporate:
- Instagram and Facebook (such as Facebook+Instagram ads)
- Amazon (Note: Amazon is also a product search and product discovery site, so you have to be part of its algorithm)
- Google’s Shopping Actions: Google’s multi-channel framework that ensures that your purchaser’s experience is reliable with whatever medium they use to search. For instance, they can search by voice, use voice recognition and commands to add products to the cart and make final purchases from the computer.
In addition, building a solid brand presence throughout various platforms is an effective way of creating familiarity with the brand and participate customers more consistently across multiple channels.
Digital Marketing Trend # 2: AI (Artificial Intelligence) and Machine Learning What’s AI?
Artificial Intelligence (AI) is a division of computer science where it’s all about training a system to behave like a real human.
Machine learning is typically what’s inside AI algorithms. While AI is essentially all about training a computer to replace real beings, machine learning is about training a machine what a human brain can’t understand, e.g. complicated data mining and possible forecasts based on the existing trends.
In many instances, machine learning and AI are two terms used synonymously.
To make it easier to comprehend, here are a few illustrations of AI-driven technologies that we are already seeing in our digital lives:
- The Gmail Smart Compose and Smart Reply functionalities allow users to draft an entire AI email based on recent emails and typing habits.
- LinkedIn prompts value-add introductions depending on which you dealt in the earlier days.
- Facebook Messenger releases auto-responses to your Facebook followers on behalf of your company.
The two renowned leaders of AI-powered marketing are:
Amazon: Using AI to evaluate the choices of each individual user and to recommend items that they did not even know they wanted or needed.
Netflix: Using AI for video reviews and even beyond. Netflix also effectively apply AI to product innovation. Years of audience data were used to create successful projects on their own, including successful “House of Cards” series. Put simply, due to AI, Netflix knows what people need before they do anything.
With each newer generation, customers tend to focus far too much on AI-powered applications for product exploration. BizCommerce found that users between the ages of 18 and 23 depend highly on AI-powered customized product recommendations, watching social networking advertisements, and leveraging the brand’s social networks.
Some of the best ways to make the most of machine learning right now are to choose a good friend who does have the features built-in and working in the background.
AI-enhanced sentiment analysis is the most vivid example of machine learning in practice. Today’s sentiment analysis tools could not only identify references which need your attention but can also help the staff handle them properly.
Digital Marketing Trend #3: Voice Search Feature
The advent and greater adoption of smart devices (also known as digital home assistants), such as Google Home, Google Dot and Apple’s Homepod, is creating new search behaviour, i.e. voice search feature (also known as the conversational search).
Such smart devices render browsing much faster and completely hands-free. “Siri, where is the nearest Jain temple?” It’s very simple.
With almost 40% of individuals using voice search daily back in 2017,, this tool has increased rapidly over the period as it becomes practical and accurate. Domino’s taken the lead, introducing voice search as a way to boost revenue.
Through speech and on-the-go search capabilities, online search requests are becoming longer and more precise. Yet, in fact, hitting long-tail queries is just the thin end of the wedge. Google has already been planning a normal-language search algorithm for years. After the Hummingbird update and the Rankbrain launch, we saw just a couple hints of what Google is focusing on.
Due to machine intelligence, Google today knows meaning and context even easier than it should, leaving matching keywords pointless. Nowadays, keyword analysis is a more complex process.
So, the new generation of SEO software’s that are now allowing you to analyze and optimize beyond keyword matching, to better refine your content and to arrange for any kind of search behaviour, (be it typed words or voice commands). It’s a much-needed innovation that every growing firm should adopt.
Digital Marketing Trend #4: Marketing via Videos and Rapidly Growing Influencer Marketing
Although YouTube is something many people think first, video messaging can be used throughout social media platforms, such as Twitter, Pinterest, Instagram stories and Snapchat.
Since your videos are short, informative and fun, people are much more likely to post them on other social networking sites.
This may have a greater impact if the affiliate marketer is very well known on the framework and can put his neck on the line. Such industry leaders will help spread the word for your goods or services easily.
Know your target audience, figure out where they are and to get to work!
Digital Marketing Theme # 5: Successful Personalized Marketing
What’s your personalized marketing?
personalized marketing means finding tailored user experience for every single user of your site or subscriber to your email list.
Amid what you might have heard, increasing security and privacy issues will not destroy personalized marketing. The buyer of today expects to receive a personalized experience and is willing to give back their personal information.
Sites such as Netflix, Amazon and Pinterest, not to mention Google and Facebook, all use personalized marketing strategies.
Throughout 2018, the way users browse for knowledge and buy has changed to include AI-powered automation, automated optimization and various types of content, gradually integrating more of these emerging technologies.
These modern technological advancements have great potential in the marketing industry if you know how to use them to your immediate benefit. With all these other companies that you compete like in the industry, the easier you learn how to use new techniques (including voice and visual scanning, as well as automation and marketing influencers), the more competitive the company will become.