In today’s world of ever growing technology where everything is delivered to your front door, Digital marketing plays a crucial role. The trends of Digital Marketing have always been changing and updating to bigger, more efficient technologies which help in achieving a wider clientele base. Surviving in such a fast paced, always evolving digital world can only be achieved by adapting to these changes quickly!
“Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate. Every business is threatened.” Brain Solis
In a time where not just digital but marketing trends are also changing faster and predicting consumer minds has become more and more difficult, we can’t hope that old school thinking and methods will work forever. It’s always the right time to change, right time to adapt and upgrade.
Below are a few trends in Digital marketing that seem to be hitting it big this 2020!
1. Artificial Intelligence
AI not only adds value and precision to your work but is also much more effective and error free! It digs deeper on data for more valuable insights. With smart and useful algorithms, the capabilities of AI are never ending and through progressive learning algorithms it easily adapts to new inputs.
All of these features of AI helps in understanding your audience better, improves user experience and leads to more effective marketing by putting an end to guess work and creating a more effective marketing strategy based on AI driven analyses. It also increases productivity and in-turn increases your ROI.
2. Programmatic Advertising
The automated process of buying and selling of advertisements is called Programmatic Advertising. This makes streamlining the process and consolidating your digital advertising efforts in one technology platform more effective and efficient. As the programmatic accessibility of devices increases, the platforms providing the services of programmatic advertising increases their inventory and database in such a way that it can be accessed by any channel including mobiles, desktop, tablet, etc.
In this process the advertisers pay only for their targeted audience. Their advertisements are directed to a set of individuals/organisations that are segmented based on the data collected like gender, age, group,etc. Algorithms make it easier to buy, place and optimisation process more efficient. This also saves time and reduces redundancy in daily marketing activities.
A machine learning algorithm works at the heart of every programmatic advertising platform. This algorithm analyses the input and user behaviour so that optimisations can be made to the process and targets of the real-time campaigns so that the audiences that most likely to convert are identified and targeted.
3. Chat Bots
Chatbots have been a big success in the digital marketing sector since their introduction. They are programmed pre-written messages that answer some of the most asked questions by the audience. Chatbots are not fairly new, they were first spoken about in as early as 1950 by Alan Turning who published his seminal paper on artificial intelligence, Computing Machinery and Intelligence
Chatbots have been a boon and saviour for Digital marketing as it comes with a lot of added advantages. They save time by providing fast responses to most questions and prevents the customers from waiting for a day or two if you had to manually answer through emails. They reduce the error rate considerably when compared to humans while answering the questions. They save you a ton of money in the long run. They provide greater customer satisfaction and improve your customer base because, unlike human presence, they are not pertained to the time limitations of the company. They can function 24/7 and give out fast, accurate details to the questions posed by the audience.
Putting out the right adverts to the right group of individuals at the right time is what good marketing is all about. The same applies to digital marketing as well. Each targeted group of audience have their own set of requirements. How do you find this? That’s where Artificial Intelligence comes into the picture. AI helps you process the input of information into data which can then be used as a base for personalization.
How does AI do this? The cookies that you keep clicking “Accept” on plays a major role on websites and apps tracking your previous searches and placing similar adverts in your social media pages. Digital marketing companies use programmatic advertising tool to make a decision on where and to which group of audience the ads must be visible to and hence making your adverts and marketing personalised.
5. Video Marketing
It doesn’t come as a surprise to say that most people prefer videos over textual content. Videos are easier to grasp and digest information from than textual format. It’s versatility makes it one of the most popular mediums of marketing. It helps the audience understand what the product/service is in a much clearer manner. It’s a win-win for both the audience and the provider as it reaches the message clearly to the customers and it can give a potentially huge ROI to the provider.
There are different types of videos that you can put out there to gain the attention of your desired target audience. Some of them ae;-
- Product Reviews
- Live Videos
Video marketing is already among the top choices for any digital marketer as they are more educative and captivating than textual content, more than 80% of all internet traffic consists of videos (survey by Cisco), and it helps you stay up par with the competition.
6. Influencer marketing
As the increase of social media apps have increased so has everyone’s digital presence. With the number of people that use these social media apps and for the number of hours they use it, Influencer Marketing seems to be the easiest and smartest choice to intelligently spread news about your product/service.
The main qualities to look out for in an influencer are: their outreach, does their style of “influencing” suit your product, do they have the same target audience that is required for your product/service and how good or convincingly to they deliver information about your product/service. What makes successful influencers not only good at selling themselves but also your product/service is that they have a specific focus on changing people’s minds by “influencing” their thought process and in-turn decision making.
7. Visual Search
The idea behind visual search is to make machines think like us. Humans are very visual beings. About 90% of the information processed by us is visual and we are quite fast at doing it. We take in and process visual information as fast as 13 milliseconds. This has hence changed the whole demographic of digital marketing and has made searching for products much much easier.
So how does this work? The teaching of machines to “think” us.
So when you search for a particular object in an image through visual search (this can be done by right clicking on the image and selecting “search google for image”), the algorithms identify the objects in the image and conducts a search for those objects. For example, if you’re searching with a picture of a dress, visual search will provide you with images of identical and almost identical dresses.
Visual search engines use neural networks that use machine learning technology. Hence, they’re always updating and improving their databases and with the amount of information Google has, this technology is not only limited to showing similar images but also suggest the nearest vendor and other options related to it.
Let’s look at some numbers and facts as to why visual search is one of the best marketing tools to be implemented in any company.
- Images currently make up 12.4 percent of search queries on Google.
- Among millennials and generation Z, 62 percent would rather have visual search than any other new technology.
- The image recognition market is expected to reach $25.65 billion this year.
- Pinterest alone processes more than 600 million visual searches per month.
- Image-based ads on Pinterest have an 8.5 percent conversion rate, and Pinterest is projected to hit $1 billion a year in ad revenue by 2020.
- By 2021, brands with websites that support voice and visual search are expected to increase their digital commerce revenue by 30 percent.