Basic tenets of digital marketing such as crafting of a powerful message to attract and persuade the most favorable target audience remain the cornerstone in the industry. What has changed is the method of creation and delivery of that message. The channel of the message is increasingly being forecast to include aggressive use of SEO optimization, pay-per-click, customer acquisition, retention, engagement, search advertising and much more. Fast-moving businesses are expected to continue gaining more and more customers and profit margins through these techniques.
Here are a few trends that are dictating the global digital marketing market size:
The Rampant Use Of Artificial Intelligence In The Profiling Of Target Audience
Artificial intelligence is now facilitating retargeting, customer segmentation, click tracking, push notifications, etc. The countless and limitless combinations are possible in not just marketing content, but also generating content.
The approach and strategies of applying AI to business models is dependant on the company’s goals and the various channels it is using. More and more companies across the globe are using Artificial Intelligence in their digital marketing plans in order to segment their target audience better so that the effectiveness of the marketing message can increase many folds.
Mega digital marketing trends forsee AI being used for product recommendations and campaign optimization, for a better and more niche customer service. More than half of the businesses are using this technology to enhance customer experience, customer support, and as a means of improving the current and running products and services.
A dominant way of achieving business goals is using AI for a personalized way of digital marketing. A Marketing Qualifying Lead (MQL) and Sales Qualified Lead (SQL) is being increasingly generated through a personalized function of AI. Marketers believe that AI is able to identify and generate personalized headlines and the advertising copy for an effective ad execution.
Many are also taking help from AI to come up with a personalized form of ad design, format and the creative copy in the ad. Insertion of real-time personalized advertising alongside an optimized message is proven to be a growing trend in digital marketing solutions in the coming few years.
Despite the distinct benefits of AI to digital marketers, very few companies across the globe are making use of it.
Lack of skilled human resource and delayed recognition of the technology are keeping marketing professionals from using AI in their day-to-day operations. However, this is changing rapidly as AI-powered search of an image from the extensive database of ample high-quality product images is occurring.
Consumers are more sophisticated now than ever. They are obtaining information through multi-channel approaches. Multichannel marketing was introduced to foster opportunities and ways to communicate with companies through multiple channels.
Digital platforms such as Twitter, Facebook Ads, and Google ads are a few of the ways business are being identified and introduced in the global market. E-mail subscribing is also a growing trend in which email subscribers communicate and website visitors can communicate through emails, chats or comments.
The omnichannel approach has gained popularity as a digital marketing trend after the multi-channel approach was observed to be not enough to maximize sales and solve customer problems.
Omnichannel marketing provides a seamless and consistent process of communication between customers across all channels. Omnichannel marketing begins by interacting with the customer on a social media network, which continues through SEO rankings. The communication then begins over emails before finally the customer finds a buying prospect on their phones which in most cases turns into a Sales Qualified Lead (SQL).
The dominant aim of omnichannel marketing is that the marketers can keep a track of customer’s interactions over various different channels.
This builds better brand recognition and brand image which translates into customers thinking that the business pays attention to details.
To implement omnichannel marketing in the best possible way, organizations strive to build robust Customer Relationships Management (CRM) which helps keep track of the multi-platform interactions.
Use of Accelerated Mobile Pages (AMP)
Search engines, as we know, drive the maximum share of website traffic. Out of these, a dominant share is sourced from mobile devices.
The need for lesser loading time of the webpage is an initiative introduced by Google. To solve the problem of a high bounce rate on websites that have a high loading period, AMP strategizing is applied.
Pursuing AMP helps in pages loading in less than 0.5 seconds. This leads to a lesser bounce rate of the client website, hence a better Google ranking.
Companies in the developing, as well as developed nations, are joining the growing trends of digital marketing. Under the plethora of digital content, competition to have easily identifiable sales materials is the aim of major digital marketing trends.