Digital marketing has experienced more changes in the last five years than it has during the previous two decades. A primary driver for the rapid pace of change is the breakneck innovation cycle in technology that underpins online marketing. It wasn’t too long ago when all you needed to do to excel on social platforms was to post regularly. Now if you aren’t deploying chatbots, you risk being kicked to the curb.
While some firms excel at keeping up with all these trends, many more can barely keep up with deploying what worked two years ago. Read below for a deep dive into four trends that are influencing online marketing.
Personalization in digital marketing is the use of insights gleaned from customer data to deliver relevant advertisements and offers. Some insights you use include behavioral patterns, buying intent, and demographic information. When you create a precisely tailored ad for your target audience, you get to deliver better customer experiences as compared to relying on blanket digital marketing strategies.
Personalization can also help you grow brand loyalty by getting your customers to feel valued. For example, using a name auto fill program for your email newsletters will build trust with the recipients as they will feel you speak to them individually. Such touch-points add up to motivating customers to continue supporting your business.
2. Social Commerce
It’s no secret that social media is here to stay. Instagram alone receives 1 billion users per month. Along with the rise in social media use is the growth of e-commerce. If social media users who spend significant time online have gravitated to shopping online, then social commerce becomes a natural convergence of these two trends. The net effect becomes a shopping experience that makes life easier for the user.
Social media platforms are incorporating ways in which users can shop from brands and businesses without leaving the platform. For example, Instagram now enables brands to link their online stores to posts and Instagram ads using a ‘Buy Now’ button. Additionally, the platform also deploys Instagram Checkout to help users complete a purchase without switching apps.
3. Omni-Channel Marketing
Omni-channel marketing is using several platforms to deliver a multi-channel experience to your customers. With the internet giving birth to a myriad of marketing channels, you need to craft and deliver a unified message across your offline and online channels.
Customers nowadays walk into a physical store to browse products, but instead of picking them up, they first go online to research. 70% of consumers use three or more channels to conduct their research before making a purchase decision at this point. In such an instance, your in-store message needs to reinforce your facebook marketing and Instagram outreach. Your search engine optimization will ensure you are the solution the customers see when they run the search.
Omni-channel marketing doesn’t just stop at social media and search engines. It covers smartphone apps, podcasts, traditional SMS, livechats, and offline events, among others.
4. Artificial Intelligence
Just like with an increasing number of other industries, artificial intelligence (AI) is making material changes to digital marketing. Content marketing is one area where AI is helping businesses make outreach easier. Brands that rely on news and data-heavy articles, for example, are slowly experimenting with getting AI to craft such material at a faster rate with little to no errors.
AI-driven chatbots are also increasing in popularity as a way to handle routine customer care duties. By utilizing natural language processing, AI-driven chatbots will answer customer queries, tackle fundamental problem solving, and process payments. Businesses are also using AI for their SEO to develop content based on customer insights the software collects intelligently.
Succeed in the Emerging Digital Marketing Landscape
Online marketing is experiencing upheaval, and technology is driving the constant discovery of new use cases that change how things are done. You need to keep your finger on the pulse of what’s new to develop counter-strategies that will keep your business in line with the industry.