The digital marketing landscape is constantly evolving. To remain competitive, businesses must stay up-to-date on the latest trends and techniques to help them reach their target audience. In this article, we’ll discuss some of the top digital marketing trends businesses should be aware of in 2020. These developments will shape how marketers engage with their audiences in the coming year, from leveraging AI and machine learning to expand into immersive technology.
What Are The Emerging Digital Marketing Trends?
The digital marketing landscape is growing daily, and staying updated with the latest trends is essential for businesses to remain competitive. As 2020 approaches, it’s time to examine what emerging trends will shape the industry over the coming year and beyond.
One of the most significant trends involves personalization and customization of content. Customers now expect tailored experiences that fit their needs and preferences, making personalized content a must for companies who want to stand out. Additionally, businesses should focus on improving customer experience by investing in AI-driven automation solutions that can streamline processes such as customer service or sales operations.
Finally, social media has become an indispensable tool for digital marketers looking to reach customers quickly and effectively while engaging them in two-way conversations.
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Artificial Intelligence (AI)
Although artificial intelligence is still in its infancy, there were numerous examples of successful AI-based marketing campaigns in 2022.
Last year, for example, DALL-E went viral. This artificial intelligence tool can generate images based on text input. Instead of using stock photos, digital marketers could use them to create illustrations for blog articles and landing pages.
Another popular free AI tool is ChatGPT, a sophisticated text-based solution capable of generating various written content. ChatGPT is an awe-inspiring tool that can enhance your digital marketing strategy in numerous ways, including creating jokes and scripts for short films.
OpenAI, a research and deployment company for artificial intelligence, owns DALL-E and ChatGPT.
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YouTube Shorts
YouTube shorts are the new form of short-form video presentation. YouTube shorts occupy the entire mobile display and are limited to one minute in length. YouTube will contact the creators whose videos have generated the most views and interaction. These content creators will be compensated.
If a business can create appealing and engaging content, it will build brand recognition, which can help it win the general public’s hearts. Even if these objectives still need to be met, generating revenue through YouTube shorts is possible if the content is engaging. Therefore, YouTube shorts can be an alternative revenue source for a business.
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Programmatic Advertising
Programmatic ad buying is another software-based technology for purchasing digital advertisements. There are manual negotiations, proposals, and court tenders in conventional procedures. In programmatic advertising, display space on a website’s search engine is purchased using algorithms and machines. People rely heavily on programmatic ad buying because it facilitates better planning and optimization. It also enables the effective targeting of advertisements.
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Consider the following example of programmatic advertising:
A company ABC that sells surfboards and utilizes programmatic advertising – the platform differentiates online customers based on a variety of factors, including:
- Location (male or female between the age of 18 to 45 years) (male or female between the age of 18 to 45 years)
- Geography (people available within a distance that is about three to five minutes from the beach) (people open within a distance that is about three to five minutes from the beach)
- Hobbies and interests (surfing, place of residence)
- Consumer patterns and behavior (identifies people who search about surfing during their lunch break)
- The time of day (7 a.m. to 10 p.m.)
- Environment and Climate
- Device (smartphones and laptops)
The software then uses actual data to determine the ideal online audience for the campaign and purchases auction-based digital ad inventory across all devices and locations where the audience may be interested.
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Visual Search
This is one of the most recent Digital Marketing trends that enhances the user experience. The users can now either upload an image to search for similar products or ideas or use their mobile devices to take pictures and then search for similar ones.
Pinterest Lens is a standard visual search tool. It is a visual search tool that allows anyone to take a photo of an object and be guided to similar products and online stores where the user can purchase the product or search for similar products and additional related items.
Google Lens is an additional visual search engine. Google Lens is quite intelligent.
Let us examine the characteristics of this latest trend:
- When you search for apparel and home goods, you can locate similar products and obtain information about where to purchase them.
- If you use your camera to scan a barcode, Google Lens will provide additional product details and information about where to purchase it.
- When a business card is scanned, Google Lens prompts you to save the contact or address to your device.
- When you scan or conduct a visual search for a book, Google Lens provides you with a synopsis and reviews.
- When you scan an event poster or billboard, Google Lens will access your calendar and assist you in adding the event.
- When you scan a painting in a museum, Google Lens provides additional information about the artist. This is an intriguing feature.
- You can click on landmarks or buildings to view historical information, business hours, and other details.
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Voice search
As a result of technological advancements, everything is now within reach. Consequently, there is a voice search. It has been the most popular. Now, when a user speaks into a smartphone or other device with a sound sensor and detector, the device can display the speech in written form.
Smart speakers, including Amazon’s Alexa, Apple’s Siri, and Google Home, are commonplace. Universal Access in the Information Society (UAIS) predicts that by 2022, fifty percent of all online shopping will be conducted via voice results.
However, remember that these devices only display the top search engine result page result (SERP). More is needed to be in the top five positions; therefore, it is necessary to be in the top position to reach potential consumers, as voice searches will only display the first result. Therefore, the competition for the top spot in search engines is quite intense. Topper takes it all.
- Marketing based on conversations and chatbots
Time has progressed. Likewise, brands have evolved from self-proclaimed entities to communicators who listen to customers’ problems. Brands now prioritize providing personalized service to customers to meet their needs. To achieve this, brands rely on intelligent technology. Chatbots represent cutting-edge technology. They initiate and continue conversations with many customers concurrently at minimal expense.
Using chatbots expedites and simplifies the process of resolving customer issues and enables brands to quickly establish genuine relationships with as many customers as possible. Chatbots must be meticulously curated to provide the best customer experience.
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Influencer Promotion
Influencer marketing is the most recent trend in which a seller relies on an influencer or public figure to promote a product. Consider the benefits of influencer marketing. An influencer paves the way to their followers’ hearts. This procedure fosters confidence and credibility.
Influencer marketing promotes improved customer targeting. If an influencer’s niche resonates with your products, you will be directed to the appropriate audience to promote your products. As a result, there is a greater likelihood of conversion and lead generation, as the audience you receive is more relevant. Influencer marketing is effective at influencing purchases because it is not coercive; followers of an influencer have voluntarily chosen to receive their content.
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Final Words
In conclusion, digital marketing is an ever-evolving field requiring much knowledge to stay current and remain competitive. To maximize success, companies need to stay ahead of the trends and ensure their digital marketing strategy aligns with the current industry landscape. Understanding emerging technologies, leveraging personalization, optimizing for voice search, taking advantage of influencers, and using data analysis can help organizations develop better strategies and reach their desired audiences.