Introduction
Digital marketing trends and strategies are something that is continually evolving, and before one even knows it, a new digital marketing trend will be on its way. If time travel were possible, then every marketer would have fast-forwarded to the new year for clues on what’s next in digital marketing. As we still are in the age of predictions, we have to settle a forecast of what’s to come and build a case for what digital marketing in the coming years would look like. Buckle up, because we’re about to take a ride into the future and check out the top digital marketing trends for upcoming years.
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Artificial Intelligence in Online Marketing
1. Smart Speakers: The New Channel for Digital Marketing
The expansion of smart speakers is one of the significant developments in recent years. Around 56 million smart speakers were sold to consumers according to the Social Report in 2018, and smart speaker makers sold about 94 million devices in 2019—increasing the installed base to 207.9 million by year-end. The growth of smart speakers is a bright opportunity and is soon becoming a prime channel for marketers to place advertisements and market their services and products These are the two ways that a business can embrace smart speaker marketing and advertising in coming years:
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‘Branded Skill’ or ‘App’
One can create a branded Alexa Skill or Google Home app that is relevant to their brand, and provide a useful service to their audience. Marketers are using Alexa Skills to connect with their audience by offering them relevant products, industry news, and more.
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Flash-briefing
Flash Briefing on Alexa is becoming a famous way to get the morning news, weather, and other day-to-day information. The users are allowed to pick and choose the podcasts, news sources, and other ‘Skills’ that they want their smart speaker to play.
The Rise of Voice Search
Another well-known development impacting the digital marketing world today is the extensive adoption of voice search technology. This is changing the way search marketing professionals optimize their websites to rank for targeted keywords and queries.
It is found that in 2020, 50% of all searches were voice searches, opening up new marketing avenues for digital marketers. Instead of shorter keywords like “necklace brand.”
Chatbots in Marketing
The next digital marketing trend is using chatbots to advertise and market. Businesses have been using these chatbots for quite some time now, and marketing is capitalizing on this trend in a significant way.
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Chatbots on Social Media
They are finding multiple applications in digital marketing—helping brands interact with customers better and thus offering them a superior experience. Uber now allows users to request an Uber ride through their Facebook Messenger app is an example of this. Chatbots are not only making the customer experience more seamless but shortening the purchase cycle too by integrating marketing channels with the point of purchase.
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AI-driven Chatbots
An AI-powered chatbot is capable of delivering a personalized experience to both clients and customers. Bank of America’s chatbot is capable of handling any customer query, with predictive analytics, and can anticipate customers’ needs and guide them through complex banking procedures is an example of this. These chatbots can even help customers to make check balances, and payments, or save money. These experiences are thus going a long way in assisting brands in positioning themselves as ‘customer-first.’
The Age of Augmented Reality (AR)
The next and most promising digital marketing trend is Augmented reality (AR) has seen increasing popularity over the past few years. It has made its presence in digital marketing too and is one of the latest trends in the field.
This is already being used by large companies like IKEA. The IKEA Place app was launched in 2017 letting customers see exactly how the furniture would look – and fit – in their homes, even before they purchase their products. This brand of marketing commonly termed ‘experiential marketing’ is thus helping brands like IKEA, giving customers those unique experiences that make a difference between purchase and drop-out.
Conclusion
The success of marketing campaigns depends on how well one knows their audience. With digital marketing, one collects tons of data with every interaction that one has with customers or prospects. And that is what the next digital marketing trend mainly focuses on. Advanced Business Intelligence tools are thus increasingly being used to help you make sense of this data to create accurate buyer personas and draw valuable insights relating to customer preferences, behavior patterns, and more. With these insights, one can create personalized communications and campaigns.
