Future of digital marketing
Mention digital marketing and you’ll be constantly reminded of the changes that happen every day in this industry. We have crossed six months into 2021, and in this Covid-19 crisis, digital marketers are constantly looking for new strategies, tactics to win customers for their clients’ products and services. According to industry insiders, 2021 is the year the industry weeds out failed marketing strategies and embraces new technology to get closer to customers and increase sales. This article on “The future of digital marketing?” sheds more light on the concepts.
digital marketing in the future
A. Publications that can be purchased
The Covid-19 pandemic has brought the never before seen issues of social distancing and lockdowns in many parts of the world. With customers looking for easier ways to shop, digital marketers came up with the brilliant concept of Shoppable publications. So when a customer browses a social media platform, he comes across a shoppable post (product/service) with the link in the bio. It is easy for the customer to touch and buy the product or opt for the service. For example: the clothing brand Anthropologie uses the same technique to attract customers. Many brands will soon follow suit and shoppable posts will become the future of digital marketing strategies to drive marketing campaigns.
B. Programmatic Advertising
The marketing team finds it difficult to place ads across all channels that provide valuable information about the products/services patronized by the target audience. Programmatic advertising solves this challenge by serving customers with personalized ads on their favorite channels in specific places based on their interests/behavior. Companies that make use of programmatic advertising are: Expedia (tourism), BuildDirect (home improvement) and AirAsia (airlines). Programmatic advertising can be called the future of digital marketing as it focuses on the attention share of customers and can lead to the best advertising campaign. Yes, did we forget to tell you which offers the best ROI?
C.Interactive content
Digital marketers are always on their toes to retain loyal customers of their company, through various methods. The idea is to get customers to not only buy, but also engage through surveys, online quizzes, gift voucher signing, and more. Yes, digital marketers will face difficulties in creating content not only in words but also in web design. The website and social media posts must not only interest the target audience, but also outsmart the competition. They must also ensure that the content matches the brand and purpose of their organization.
D. Voice search
There was a time when customers who chose to buy from E-Commerce websites were over 25 years old. Cutting to the present, even children and teenagers have become regular customers of online shopping deals. And they buy a product or opt for a service through the voice search method. Since IoT enabled apartments are becoming famous among households, content managers along with digital marketing team are very busy to optimize website/product content for the friendly voice requests of digital assistants for the future. They must focus on long-tail keywords and must also have a deep understanding of the target audience.
E. Influencer Marketing
The concept of influencer marketing is not new, as movie stars have endorsed products/services on radio and television since the 1940s. However, the name “influencer marketing” stands out. An individual with a large following on social media platforms (eg, Instagram) is approached by brands to market products. But there are challenges, as the general public has become aware that these influencers are being signed by multinational corporations for big paychecks. So, there is corporate distrust and the target audience makes a decision based on the credibility of the influencer. This concept will stand firm and play a vital role in the field of digital marketing.
conclusion
It is true that there are other technologies that play a prominent role in digital marketing, such as Augmented Reality, Virtual Reality, Artificial Intelligence, Chatbots and more, but in this article we have focused only on the other four. Digital marketers in the coming years will need to successfully include emerging technologies in their strategies. This is not only to reach the target audience accurately, but also to outsmart competitors.