Regardless of what industry you’re in and what products and services you offer, you cannot ignore digital marketing trends. Not too long ago, companies only needed a well-planned website and a social media page. Today, with the digital landscape constantly evolving very quickly, it can be tough to keep up. At the moment, there aren’t too many successful businesses that do not have an online presence. Moreover, with new technologies and tools developing by the second, marketers have needed to adapt to the situation to keep their organizations relevant in the industry.
In order to fully understand how to create a successful digital marketing campaign, it is essential first to understand the trends which you can plug into for success. With search engine optimization (SEO), pay-per-click strategies, content marketing and social media, trying to develop and manage a comprehensive campaign can be overwhelming. As technology evolves and search engines focus more on creating an optimal user experience, digital marketing will only become more challenging.
With the COVID-19 pandemic in 2020 and the subsequent stay-at-home orders, people saw how important online business is. We will most likely continue to see the necessity of online businesses for years to come. Let us now look at some of the biggest trends in digital marketing.
1) Voice Search
Technology for recognizing and understanding human speech patterns is rapidly evolving. Voice search is becoming increasingly popular, whether people use it on their mobile devices or through Alexa or Google Home. This means fewer searches are being typed into search engines, and more are being conducted by using virtual assistant questions. At the same time, many of the terms used in voice searches are different from those used in standard text searches. As a result, search language and structure has shifted toward a more natural, conversational tone, and search engines have had to adapt to stay relevant. The most effective marketing teams are adjusting their strategies accordingly.
Voice technology has become such a standard part of everyone’s lives. As a result, many businesses have started incorporating voice search technology into their online marketing campaigns. These businesses are reporting positive results in growing revenue and attracting new customers. People genuinely love devices that will pay attention to their instructions and act accordingly.
Smart speakers are one of the most current innovations that have pushed voice search technology to the next level. These speakers are widely used throughout the world. Alexa and Siri were among the first smart speakers; nonetheless, they are unimpressive and are only intended for entertainment purposes. They cannot perform a wide range of functions. Even now, we enjoy just randomly asking questions to our devices.
Over time, however, service providers have learned to improve these traits further to provide customers with a more personalized touch. The usage and manufacturing of these voice-activated response gadgets will increase as people become more acclimated to their capabilities. Voice search isn’t limited to smart speakers; other smart technologies offer comparable functions. People can now use voice search on their cellphones to find information, which is fantastic given the capabilities of smartphones. They can also use mobile devices to access Google’s voice search. These can be accessed in their preferred language, as they are available in over 60 languages, which is a significant advancement.
2) Video Marketing
People enjoy seeing videos that cover topics that they would otherwise have to read about. In 2019 and 2020, video marketing was quite popular, and it will only get more popular in 2021. If you want to appeal to a wide range of audiences, there are several ways to use video marketing to your advantage. You can, for example, use Facebook and other social media platforms to make live broadcasts that instantly attract attention and engagement. You can also make videos that demonstrate the features of a product or service. While event marketing may be more challenging as a result of COVID-related postponements or cancellations, shooting videos of events and conducting interviews with participants is frequently a terrific method to promote your company’s brand. In-depth talks and how-to tutorials are also popular.
Some trends in video marketing include hosting webinars, Google Search, live video streaming, and omnichannel marketing. A “webinar” is a combination of the words “web” and “seminar” and refers to an educational lecture delivered via online video. They’re sometimes referred to as “web seminars” or “webcasts.” Webinars are a type of content marketing in which businesses present helpful information to their target audience to entice them to their company. As with any other content, a webinar may help a company establish itself as an industry authority. It helps in the awareness of the brand and the retention of customer loyalty. Helpful instructions and tutorials, exciting statistics and numbers about your industry, intelligent comments on breaking news and happenings in your field, or even simple amusement can all make for quality content. Given that the pandemic has made it necessary to shift many in-person events to the digital world, the first significant change is how many people are using video aids to visualize their presentations.
3) No-Click Searches
A no-click search, also known as a Featured Snippet, means that users don’t have to visit a website to acquire the information they desire from search engines. No-click searches are highly convenient for consumers, but they may be quite inconvenient for businesses looking to convert those users into customers.
While there’s no assurance that visitors will visit a company’s website from a no-click search, firms can improve their chances by optimizing for Featured Snippets. People may want more information beyond the snippet in some circumstances, prompting them to click through to the snippet’s source.
The rise in no-click searches comes from two primary sources: improved SERPS (Search Engine Results Pages) and Increased Mobile Searches. As mentioned previously, featured snippets are text, charts, videos, or lists that are boxed-off answers to your most common Google queries. These snippets are the product of Google’s ongoing efforts to make its platform more user-friendly than before. Google isn’t alone in its efforts; Facebook and other social media platforms have taken steps to improve the overall user experience at the expense of companies and advertisers.
4) Interactive Content
Today, watching or reading stuff isn’t enough; consumers want to participate in it. People can connect with emails, social media posts, and other sorts of content in various ways. Companies could, for example, create polls and surveys for audiences, encourage people to take part in a contest with user-generated content, provide calculators for rough estimates and quotes, or include options within the content that customizes the content for the user.
A fundamental component of successful marketing is creating bespoke experiences for customers that allow a company to engage with people. The engagement offered by interactive marketing provides consumers with a memorable experience. According to studies, more and more audiences, particularly millennials and younger generations, appreciate experiences and personalization. They want to know that if they’re going to spend their hard-earned money on a product or service, it’ll be a good fit for them or address an issue in their lives. Finally, interactive content marketing provides clients with a better marketing experience and is more likely to turn them into brand enthusiasts.
Quizzes and polls, for example, generate a higher percentage of engagement than other types of material. They also allow companies to obtain information about their consumers, whether it’s collecting their name and email address to add to a leads database in exchange for access to assessment results. With this information, you can not only increase your lead generation pool, but also learn more about what types of content your clients like to see and even what items you want. This will help companies to fine-tune their brand’s marketing as well as product development.
5) Artificial Intelligence
Artificial intelligence (AI) capabilities today make it easier than ever before for businesses to optimize their marketing strategies. AI can be used in a variety of ways in digital marketing. Compared to the previous days of SEO, Google RankBrain’s AI aims to push more relevant results for consumers, with a far better grasp of context signals. On the other hand, other types of AI are making it more challenging to rank in search engines. Marketing firms can also utilize AI-enabled solutions to automate operations and gain a better understanding of user behavior. Without the need for many manual processes, AI can also help you adapt your content to the buyer’s journey based on each user’s preferences.
People want companies they trust to respond quickly, and they don’t have much patience for poor customer service. You should have live chat functions on your website where possible. However, it’s not always feasible to hire someone to run a chat 24 hours a day, seven days a week. For this reason, you should always have a chatbot as a backup with realistic contextual responses for those times when you don’t have someone available to do a live chat. An effective chatbot will answer basic questions, connect individuals with the right team member, link them to a contact form or another webpage, help schedule consultations or calls, and perform other duties that keep consumers moving through the sales funnel.
7) Social Messaging Apps
Companies can also utilize social media messaging tools in addition to chatbots. Every month, billions of people use Facebook Messenger. This means you’re missing out on a critical opportunity to engage with your customers if you do not take advantage of this chance. You may utilize messaging apps like Facebook Messenger, WeChat, and others to provide leads and customers with a simple way to reach the firm at any time.
8) VR and AR Applications
You may provide audiences with a unique experience using virtual reality (VR) or augmented reality (AR) technology, as people demand involvement beyond primary interactive material. For example, you can use VR and 360-degree cameras to give tours of back offices or other facilities in a more engaging behind-the-scenes movie. Ultimately, customers will be excited to “try” a product by engaging with it in AR through a virtual depiction.
As VR and AR technology advances, additional opportunities for enterprises of all sizes will become available.
9) Online Reviews
Prospective customers want to know what previous and current customers have to say about a service or product before making a purchase choice. You can have the best website and high-quality material to advertise your products. Even so, reviews that depict your organization as shady could be a deal-breaker.
People trust recommendations from friends and family, but they’re also willing to believe a stranger’s testimony if it appears genuine. For this reason, if you want customers to finish their transactions and choose you over your competitors, then you should encourage favorable reviews. If you receive negative feedback, you should not dismiss it, no matter how untrue it may be. Instead, you should respond immediately with an apology and explanation, demonstrating that you care about consumer experiences. Thanking customers for favorable feedback might also help persuade others to buy from you.
10) Smart Bidding and Programmatic Advertising
Previously, advertising and administering Google Ads campaigns required manual labor, but that is no longer the case. Digital advertising is becoming easier and faster thanks to programmatic advertising and AI-powered automated bidding. For greater results and efficiency, use smart bidding in their PPC ads.
All of these trends listed above will continue to shape the digital marketing landscape long beyond 2021. You will build a more competitive brand if you can keep these trends in mind and tailor your efforts to take advantage of them.
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