Digital marketing is constantly evolving to embrace new technology. Artificial intelligence (AI) has entered this online ecosystem and is helping spread the word about new products. Here are some of the most important trends currently happening in digital marketing that cannot be ignored.
One of the most important focuses for every marketer should still be on content marketing since that’s the direction Google’s algorithmic changes keep moving. Most B2B marketers believe that fresh content is what keeps people returning to websites. So expect to continue seeing sites compete for Google Search rankings with new articles and blogs full of unique and authoritative information.
Several major companies are now using AI in marketing campaigns. The technology is used for automated tasks and gathering data through the Internet of Things (IoT) devices. Chatbots are an example of AI technology that is helping marketers reach and interact with target audiences. These automated bots serve as virtual assistants to chat with customers 24/7 in real-time.
Scheduling Ad Campaigns
Another way AI has entered digital marketing is through platforms that provide automation tools to allow purchasing or selling advertising space. Known as programmatic advertising, this method of reaching audiences is fast and efficient, leading to higher conversions. This process gives users the tools to create brand awareness by reaching specific audiences. Real-time bidding is one of the many advantages to using this system. Over 85 percent of digital display ads will be based on programmatic advertising by 2020, according to eMarketer.
Voice search and smart speakers are among the various smart tools being rapidly adopted. According to ComScore about half of all online searches will use voice search by 2020, as voice shopping is expected to grow exponentially. The speech recognition technology gets more accurate every year.
YouTube and other forms of video marketing continues to be important across most industries. While many companies still use YouTube because of its free video hosting, marketers are also exploring video marketing on other social media sites like Facebook and Instagram. A little over half of the consumers say their online purchases are influenced by watching product videos, according to The E-Tailing Group.
Omnichannel marketing, also know as multichannel marketing, is one of the main concepts behind modern digital marketing. The key is to communicate to audiences through different channels, which makes a brand more memorable. This strategy works best when messages are consistent and personalized across all channels.