While it is undeniable that 2020 will be remembered as a watershed moment in history, it remains to be seen how it will impact the future. Several digital marketing trends are gaining traction and speeding up. According to marketing experts, the digital boost is the most significant potential that has emerged from the current situation and depicts how the future might look.
What are the changes that are taking place in the marketing industry? This issue is no less pressing in 2021, especially given the fact that COVID-19 has accelerated the pace of digitalization in some areas. Marketers are increasingly concentrating their efforts on online marketing. Many marketers believe that communication platforms, online lead generation, and marketing automation will become more important in the future and that virtual events will continue to supplement traditional fairs and events for a long time.
Consumers, for example, can participate in interactive seminars at the T-Systems Virtual Innovation Center as 3D avatars for genuine engagement experiences regardless of social distance. In this day and age, no marketer can afford to overlook digital technology. Sales, customer, and event communications, as well as the adoption of augmented reality, artificial intelligence, and digital signage technology, are all affected. Customer demographics, media consumption, and purchasing habits all provide new opportunities for defining digital marketing in the near (and long) future.
An industry that is diverse and rapidly growing.
You might believe that, as a result of digitalization, everyone has become a marketing expert – that anyone who has bought something on Amazon understands how e-commerce works. However, given the marketing environment's continued diversification and specialisation, it's not that simple. According to ChiefMarTec's predictions for 2020, there will be over 8,000 martech solutions to choose from.
This represents a 13.6 per cent increase over the previous year and a staggering 5233 per cent increase over the previous decade. (150 in 2011). In 2019, data applications, which include data collection and analysis tools, grew at the fastest rate (+25.5 per cent year over year), followed by digital project, workflow, and social and relationship applications. Additionally, Conversational Marketing & Chat saw the most growth (+70%) of any subcategory.
Digital marketing appears to be becoming more cost-effective as a result of the increased number of available options. While this is true in general, experts recognise that while targeted and marketing automation solutions, as well as AR/VR apps and 3D worlds, are more user-friendly, they still come at a high cost in terms of resources.
This is a difficult task in a time when marketing budgets are being slashed. Search engines, social media, audio/video platforms, and publishing websites are expected to see increased spending in 2021, according to companies.
Isn't AI supposed to help with that?
The use of AI software in the world will increase by 154 per cent in 2020 compared to the previous year. While it is currently impossible to make future predictions, the use of AI in marketing applications is expected to grow in popularity if financial and legal issues are resolved. One of the applications is marketing automation, which has a variety of benefits ranging from automated content creation to targeted advertising and 24-hour purchasing.
Furthermore, analysts predict that chatbots will eventually take over the majority of customer service tasks.
While it is commonly assumed that artificial intelligence will eliminate the need for human resources, this is not the case. The knowledge and exploitation of all digital touchpoints throughout the consumer experience is the foundation of a successful marketing automation strategy.
The scarcity of skilled AI technology specialists is one of the main reasons why companies are hesitant to invest in AI technology.
Experiences tailored to you
Intelligent speakers powered by artificial intelligence, such as Amazon Alexa or Telekom's Hello Magenta, will be found in future homes. Virtual assistants have become our constant companions as a result of smartphones, and they are continuing to take over new aspects of our lives. Amazon, for example, is working on integrating Alexa with automobiles. Proactive suggestions for nearby amenities, such as lunchtime eateries, can be made using voice-activated systems.
Linking the physical and digital worlds can be done in a variety of ways. Local businesses could connect cellphones to digital signs to deliver personalised live advertising based on Google or Amazon data, as well as gender, body shape, and clothing style identification.
The use of augmented reality marketing tools is also becoming more popular. They provide real-time information or 3D maps to smartphone users, allowing them to navigate around local businesses. More AR advertisements, such as those promoting Google View 3D, will appear in the near future.
They use augmented reality viewers on their cellphones to provide customers with a 3D experience of products while they are in their current location.
We will be able to show things in front of our eyes using augmented reality lenses at some point in the future. When nanorobotics and computer-brain interfaces are added to the equation, these innovative ideas take on a whole new meaning. Perhaps, one day, music or a fantasy vacation can be delivered directly to our brain while we sleep.
From the Beginning to the End of Search Engine Marketing (SEM)
Returning to the present, let us look at the strategies that marketers are employing to prepare for the future. SEM (search engine marketing) is a field in which many people invest their time and effort. One goal should be to provide precise answers to specific questions, which is especially important for Alexa and other intelligent devices because customers typically only ask questions to which they want a quick response. Seeking 'position zero' status, similar to Google, appears to be a sound strategy.
This is a piece of data that Google displays above the organic search results.
On 'traditional' (commercial) websites, the emphasis is on the consumer benefit or value proposition rather than key terms like product names. Even the most sophisticated online advertisements are subject to ad blockers, so context is king, and new ways are crucial. They result in a yearly financial drain of billions of dollars. People say they use ad blockers because they believe ad-free websites are easier to navigate.
Epic marketing is necessary for expansion.
While the COVID-19 outbreak prompted a shift to digital channels, we continue to struggle with efficiently handling the ever-increasing volume of data and information. Marketers are the ones who must examine and exploit the data density.
Given these and future possibilities, a solid technological foundation is required – both for the smooth operation of marketing tools and for a pleasant user experience in digital apps on mobile devices or digital stores. The importance of professional cybersecurity protection cannot be overstated.
Because it is becoming increasingly difficult to distinguish goods, brands, and organisations from the sea of information, marketing activities must become more enticing in order to capture the attention of the target audience. Furthermore, the 'new normal' will quickly become obsolete. A truly unique digital business event, for example, maybe quickly overshadowed by the emergence of multiple duplicate digital business events.
The goal of "epic marketing" should be to improve the quality and visibility of all marketing initiatives while remaining open to new ideas.
There are four factors to consider when developing a digital marketing strategy.
The background of King's life - Examine your social media profiles and website to see why people are visiting them. Adapt the content to the demands of the target audience and highlight the true benefits of the solution.
Your SEM and voice search success rates will both improve as a result of this.
Prioritize technology - Create a technical infrastructure that allows for faultless operation and trust in your business apps, data security, and cyber security measures. The sooner you start investing, the better prepared you'll be for the digital future.
Demonstrate your superiority over others – Conduct daily analyses of your marketing and sales data and continue to test existing and new marketing technology in order to find more efficient tools and ways to boost sales.
Epic Marketing – Make sure your company tells a unique storey with epic marketing material that attracts, inspires, and ensures long-term commitment from both customers and prospects.
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