Digital marketing is a vast concept, which various business houses are exploring, experimenting, and adapting to reach out to customers. It has introduced interactive and innovative communication technologies for the customers and has made them aware and knowledgeable about the available choices. Organizations have the opportunity to expand new services, markets and interact with their audience in innovative ways. Many organizations are taking the help of marketers in developing the skills, tools, and practices that are more compatible with ‘organizations’ and the ‘end-users’. Pandemic has changed the world of marketing and has given us a lot to think and work.
By implementing the following five digital marketing trends, the organizations will be ready to thrive on the best solution in the future by incorporating these trends.
1. Voice Search
Voice search allows users to communicate with the internet using a voice command, an in-build software like a mobile application. Alexa, Siri Cortana, and Google Assistant are some of the most prominent examples.
Voice search was created to make life simple as it works as per the user’s instruction. It saves time and has multilingual options. It has witnessed a significant acceptance in different sectors and has gained digital marketing momentum as a vital tool for various applications.
Nowadays, most businesses are using Voice search as it provides a wide range of search engines to scan the content. Voice search is an intelligent tool, and it is a boon to people who cannot type or read or are disabled with reading or writing ability.
Conversational keywords along with long-tail keywords are essential in the voice searches, as it helps in creating the customized answer to the most common questions. For ex: FAQ page with questions like Who, What, Where, When, Why, and How, and their respective answers are common casual conversations addressed to voice searches. Even the voice search command ‘near me’ is predominantly used for any local searches to cater to the individuals’ needs. Furthermore, it also provides rich snippets about the accessed website for future consideration.
2. Video Marketing
Video marketing as one of the Social Media Marketing technique is not a new concept, still is highly recommended and used by companies, individuals to promote or market their brand or services. A good marketing campaign incorporated with solid video content generates customers’ attention toward products and services.
Various companies have used video marketing as a promotional technique to sell products or services via prerecorded videos that don’t have the added expense of shooting a promotional video. Video marketing has boosted the market with a short video, live videos, YouTube lives, Facebook lives, presentation videos, tutorials, and showing informative content, where people use this technology to offer their services, share their experience, and entertain others.
Social media plays a crucial role in helping digital marketers garner the desired results through digital campaigns, as it is one of the most effective ways to reach consumers. The video provides the perfect filler to inform and educate the masses, search engine optimization to create presence, stay competitive, get personal, and boost conversions by explaining the product function to encourage purchase.
3. Content Marketing
Content Marketing as a part of Search Engine Optimization is a planned marketing approach followed by companies to create awareness among its customers for their products. Content marketing aims to attract and retain the targeted customer group to serve their needs and expectations rationally.
Organizations use social media platforms to create and promote content. The creation of content includes valuable information generated by personal stories, interviews, and case studies and promoted on social media platforms through blogs, videos, photos, infographics, and audio methods like the podcast to grab customers’ attention.
Content marketing aims to generate sales for new and existing products, recognize customers, provide guidance, customer engagement, brand understanding, cross-selling, and eventually leading to customer loyalty.
4. Influencer Marketing
Influencer Marketing as a concept has been in use for many years, and most of the customers believe in simple words to mouth. With the advent of more and more social media options, the approach for influencer marketing also has witnessed a radical transformation and improvisation. Organizations these days engage micro-influencers to boost their brand while tapping into the vast potential of ordinary people, who are well known for their work in their niche; this further helps reach out to the unexplored masses.
Influencers are chosen based on their knowledge, experience, uniqueness, who are well- recognized in their field, and are social media personalities. After choosing an influencer, organizations create an educational content plan by incorporating videos, blog posts, and social media pages in promoting the brands.
Even the influencers also choose to endorse certain products based on their interest, trust, and societal image, which eventually makes them associated with certain brands and products. These influencers could be popular on YouTube, Instagram, and other social media platforms and have more influence on their respective audiences than the big celebrities. As influencer marketing is a two-way communication (virtual), this facilitates organizations to leverage and offer free products to the influencer’s followers for any new promotion or brand recognition.
5. Predictive and Augmented Analytics
As the name says, Predictive means trying to predict the future with methods like machine learning, predictive modeling, and data mining. Predictive analytics helps marketers know their customer behavior and facilitates readiness to act accordingly, to retain brand identity and customers.
Analytics was first used during the industrial revolution to monitor and optimize work efficiency with a statistical model, to shift from the manual work, which was time-consuming.
With the introduction of Google Analytics, a lot of information derived, that helped the web page owners to understand the visitor’s activity in a qualitative and quantitative manner.
Augmented analytics is a machine learning and natural language process that helps organizations to validate and correct the data if missed. Augmented analytics results in quick, accurate, and quality data readily available to customers as per their needs, thereby enhancing the customer experience and eventually increasing trust in the service and product portfolio offered by marketers.
All the trends pointed out the importance of marketing techniques to reach out to the customers, either to gauge their experience, their requirements, or their feedback about the products and services marketed digitally. The trends emphasize the importance of content creation and promotion through different digital marketing techniques to attract and retain customers.
These trends are essential in day-to-day work for organizations to learn, adapt, implement, evaluate, to assess the applicability, as necessary. The available choices in digital marketing allow the organizations to promote and build their brand value with trendy perspectives.