Technology changes the world we live in every day, and digital marketing is an industry that’s particularly susceptible to every innovation and advancement. Staying current and up-to-date is essential for all enterprises looking to grow, or even just to stay in the game. The last decade has seen increasing use of digital marketing by companies reaching their target customers in a variety of different ways, and the growth rate of this billion dollar industry is increasing year after year. Digital marketers can provide that added Return On Investment (ROI), just as high-quality IT support is always on hand to Help You Resolve Technological Challenges.
Chatbots represent a tool for customer service that shouldn’t be overlooked. They have an increasing ubiquity, from corporate websites to social media feeds and mobile apps, and they can be quicker than humans in taking requests and answering data-related queries. Because they can be integrated into web-related platforms across the board, they can also be used for gathering the information that can be used to improve marketing strategies.
According to Allied Market Research, the global chatbot market has a Compound Annual Growth Rate Of 27% and is projected to exceed $2 billion by 2024. It has also been found that 45% of users prefer chatbots as a primary means of customer service. All of this strongly suggests that businesses would be well advised to make use of this technology in their marketing strategies.
Video is becoming a leading force in digital marketing, partly due to the improved accessibility of the medium, and partly because many consumers would prefer to watch a video than read an article.Research has shown videos are shared 1,200% more than text and images, most likely because they are more immediately engaging. Video content is being optimised to improve SEO rankings through keywords in the title, description, and URL.
Live video feeds are also increasing in popularity, as well as video content that features user engagement. Finding new and imaginative ways of interesting consumers who pass on unoriginal or poorly-timed content is the new challenge in video marketing.
An important tool in marketing, many consumers are immediately turned off when they see a message that takes a blanket approach. In fact, in a recent survey, 90% of consumers described messages not personally relevant to them as “annoying”.
The answer to this is, of course, to find ways to market more directly to the consumer, as this comes with a number of benefits. As well as improving the overall customer experience, it can increase brand loyalty, open up cross-channel sales opportunities and maintain brand consistency.
Developments in marketing automation mean that it’s possible to be more specific in campaigns to personalise product recommendations, social media and video messages, web content and digital advertising. Email marketing can be more specifically targeted and based on history and preferences to ensure customers receive content meaningful to them.
According to ComScore, by 2020 50% of All Searches will be made using voice. This is another billion dollar industry that’s projected to grow at an exponential rate and is a technology marketer would be foolish to ignore.
Of course, voice searches cannot deliver pages of results in the way a visual search can, and often only one result will be delivered. This is quite a game changer when it comes to SEO, as it means the top position is the only option. Speaking is considerably different from typing, so keyword phrases will need to change to become more conversational to meet voice search requirements.
A recent buzzword, omnichannel marketing is seamless marketing through all channels available as though through one single experience. Now that companies can engage with the consumer in so many different platforms and devices, each of these different methods can be looked at as a whole so that consistency can be maintained and future developments can be more easily integrated.
Research from the Blue Nile shows that 70% of Consumers use three or more channels in researching a purchase, so no one of these channels should be neglected in shaping the customer experience.
The outlook of digital marketing is fast changing, which means businesses need to adapt quickly to the new capabilities for marketing and adjust their operations accordingly. Technological innovations taking place every day mean that marketing must be very quick to keep up because, without the latest tools and strategies to integrate them effectively, businesses could fall behind. No one knows what the future will bring, but now more than ever we need to be ready for a new day before it arrives.