If 2020 taught us one thing, it is that the future is digital. With everything from businesses to birthday celebrations going online, it has become harder to refute the importance of having a solid digital presence.
As businesses begin to realize their visions of a digital transformation, a key area seems to be under the spotlight; digital marketing.
Every marketeer of today, tomorrow, and even yesterday must learn digital marketing to be able to successfully establish and grow a business. And to meet this demand, many online digital marketing courses have emerged and even a few that offer full-time masters in digital marketing.
However, we believe it important for all to stay updated and keep up regardless of access to a formal education in the subject. So, we put together a list of 9 trends and practices that comprise the future of digital marketing.
1. Tailoring Customer Journeys Through AI
With many businesses already using it to increase efficiency, reduce costs, and maintain a competitive edge, needless to say, AI is the future.
Analyzing the consumer’s behavior, searching, and spending patterns help brands understand what their customers need and decide on the best possible way to give it to them. With the use of AI becoming rampant, brands will be able to follow the customer through their purchase journey and provide them with the best-suited solutions through product recommendations, personalized email marketing, intelligent chatbots, and much more.
2. Shopping on Social
As time has progressed, the concept of social media marketing did too. Brands will now, not only have to use social media platforms to create awareness, communicate their offerings and connect with their audience but also to SELL.
While shoppable product images aren’t new, their use is rapidly increasing and to stay relevant it is important for businesses to not only create an e-commerce presence but also have a social-commerce option.
3. Searching Through Images
With the coming in of applications like Google and Pinterest lens, people are now able to search for information simply by clicking a photograph. This effectively means that customers can now find products and buy them without having to type or say anything. The brands that are able to capitalize on this to showcase and sell their products will definitely gain a competitive edge over others.
4. Capturing Those Micro-Moments
According to google Micro-moments are “An intent-rich moment when a person turns to a device to act on a need – to know, go, do or buy.”
Customer journeys are dynamic and longer linear. Brands will need to act quickly to identify and capture these micro-moments to provide the customer what they need when they need it.
5. Adapting to Voice Search
Voice searches are growing every year. Especially in a country like India, where languages are diverse, literacy is low and many find it easier to talk than type, voice cannot be ignored. Brands will have to be smart in their ways of integrating voice into their marketing and communication strategies so as to stay relevant and appeal to a wider audience base.
6. Treating Content as King, Still.
Content is and will remain king. There is no escaping it. Providing customers with engaging, interest-based, and informative content across touchpoints will become a given. All upcoming professionals will need to learn SEO and use it effectively if they wish to achieve their marketing objectives.
7. Involving the Customers
It is no news that interacting with customers and engaging them is key for a brand’s success in today’s day and age. But, in the coming years, these interactions will have to transition into active involvement of customers. Brands will need to take their customer’s opinions, demands, interests, and even talents into account while creating new campaigns. The use of user-generated content will keep growing and customer-centric thinking will find a new definition.
8. Creating Virtual Experiences
Brand associations depend on memorable brand experiences. Creating many of those experiences online was considered close to impossible in the recent past. However, with upgraded technology and tools being developed on a daily basis, creating an immersive customer experience is very much a reality. Virtual events and AR-based shopping is already here. It is only a matter of time that brands will be able to give customers immersive experiences across their journey.
9. Making Influencer Marketing Authentic Again
Influencer marketing, while popular, has become increasingly expensive and in many cases ineffective. With macro and mega influencers losing their engagement rates and consumers getting tired of constantly being ‘sold’ things, it’s become essential to change strategies.
Using micro or even nano influencers that resonate with the brand and have a deep connection with their audience would be better suited to deliver results in the
Digital marketing and its possibilities are endless. With new technology developing every year, customers becoming more aware, and brands competing across categories, there is so way one can get away without knowing or learning digital marketing. Change is inevitable, and digital is here to stay. So the real question is, are you ready for it?