Much like all things technology, digital marketing evolves to become smarter over time. The jury’s still out on whether this makes life easier or harder for marketers. On one hand, digital channels help bridge the gap between them and their audiences. This however comes at the cost of increased competition.
Long story short is that it takes a lot of work to acquire a competitive edge, and a lot more to retain it. Specifically, you can only achieve the latter by staying ahead of the learning curve. What a better way to do it than to take note of these upcoming digital marketing trends.
Without going too much into detail, artificial intelligence is a concept that seeks to give computers the ability to make decisions on their own. It helps improve marketing by analyzing consumer data to identify common behaviors and search patterns. Chatbots refer to an AI-based technology that is commonly used to hold conversations with customers.
Admittedly, it’s still too early to draw conclusions on whether these technologies will replace human effort. What’s undoubtable is that their adoption frees up manpower for other tasks. Said another way, it means that their adoption will rise dramatically over the course of the coming year.
Local Influencer Marketing
The recipe for a standard influencer campaign is quite simple: you approach an authoritative figure and have them endorse your brand typically via social media. This amplifies your voice and makes you visible to a wider audience. The only problem is that its impact tends to be short-lived — visibility is only guaranteed during the life of your campaign.
It’s for this reason that more brands are now opting for more local influencers. In a recent article with World Wisdom News, I shared why my company is using local influencers in India to grow our brands. I shared that working with such figures allows for more authenticity for my brands. Specifically, it helps company’s run campaigns long enough to build a meaningful relationship with the audience.
Today’s consumers have a variety of ways to shop. They can access brands through a plethora of channels. Omni-channel marketing seeks to deliver an experience that transcends channel boundaries.
To elaborate, the approach acknowledges that prospects can – or rather, will, switch channels amid their journey to conversion. An omni-channel strategy thus focuses on maintaining consistency across all a brand’s touch points — from their storefront to social media presence, everything will carry the same look and feel. This way, customers will be able to combine and/or hop channels however they see fit, the goal being to enrich one’s shopping experience.
Like any other development, omni-channel is expected to leave a mark on the marketing landscape in time to come. In the near future, pundits predict it will:
-Reaffirm the importance of personalization. This means the marketing will speaks to people’s individual inclinations and will pave way for a consistent engagement.
-Lead to enhanced data cumulation. With personalization, comes the need to harvest more data from shoppers.
-Increase demand for technology. Cross-channel customer support, intelligent order management, in-store advertising… These are just but some of the areas that’ll require infrastructural upgrades.
Surveys indicate that about half of internet users worldwide watch at least one video every month. Moreover, video ads are 60 percent more likely to drive conversions compared to their static counterparts. Putting two and two together means there’s no better time to adopt video if you’re still yet to do so.
While you’re at it, there’s no need to focus solely on one channel (read YouTube) when the rest of the web is becoming just as video-friendly. That’s not to say that the said platform has lost its mojo; rather, posting your videos elsewhere will widen your reach. Also consider integrating live video into your communications — it’s a surefire way to increase engagement.
For ideas, why not take cues from my company, Quantified Commerce? Capitalizing on the virality of social media has allowed us to run campaigns for less than the cost of TV ads. I recently shared some video tips with PCMag including that people are more likely to share videos that are between 45 and 90 seconds long.
Social media and apps are perfect companions. Not only are they ingrained in most people’s lives, but they’re also as old as each other. Well, more or less. Little wonder then that social media messaging apps like Whatsapp and Facebook Messenger are now considered the benchmark of cool.
A typical social media messaging app combines an SMS-like interface with multimedia tools to create a richer, more direct communication avenue. It’s expected that their use in marketing will grow significantly as organic social media reach continues to decline. Others have gone further to state that it is only a matter of time before they replace email. Whatever the argument, there’s no doubt that the rise of social messaging apps will open up more opportunities for marketers.