Consistent updates on digital marketing trends are important for marketers in formulating viable strategies for clients.
Digital marketing trends keep changing frequently and what is working now may be ineffectual after a few months. This obsolescence of tactics happens from the fast-paced technology changes acting as disruptors in the rapid digitization process taking place in many sectors of business.
The online population is increasing exponentially worldwide and in North America, it has exceeded 90 percent of the total population. The surging pace of digitization defines innovative digital trends that are time sensitive and the onus is on marketers and companies to pick and choose what suits them the best.
The early awareness of trends offers a great opportunity for businesses to cost-effectively reach out to customers via multiple channels and do remarketing techniques to score targets in customer acquisition.
As a result, companies are devoting more resources and techniques to woo potential consumers. This triggers fresh trends every year.
Now let us discuss the top digital marketing trends that are making waves.
Recent trends in digital marketing are enhanced responses to challenges faced by online marketing in keeping pace with consumer behavior. Some of the prominent online marketing trends include the following and are impacted by multiple factors.
- Expanding Role of Artificial intelligence in marketing
- Rising use of smartphones
- Marketing being aligned to customer lifecycle
- Rising element of personalization in marketing
- marketing automation
- Customer engagement strategy
- Integrating different sources of data
- Integration of SEO and content marketing
- Exposition of Micro-moments via videos
There is tight competition in successfully reaching one’s target audience and conforming to the evolving tech trends is the way out.
One of the notable new trends in digital marketing is the use of chatbots. They deftly mix text, voice and messaging to engage consumers directly.
In a report, Grand View Research says global chatbot market is growing fast at a rate of 24 percent and the market will touch $1.25 billion by 2025.
A survey by LivePerson on consumers in six countries found that 67% expressing satisfaction with chatbots as a means of customer support. Nearly 40% customers gave positive feedback and negative reactions were limited to just 11 percent.
Customized bots are also used in messaging applications such as Facebook Messenger and WhatsApp for promoting products and services. They provide potential users a personalized customer experience.
More Augmented and Virtual reality
Augmented reality and virtual reality are playing a larger role and in the coming days digital marketers have to use them increasingly while scripting solutions for businesses.
They enhance user experience by handing down a visceral view for consumers as the immersive experience. This connects a consumer to the senses and emotions tied to a product.
AR and VR are useful in expanding brand awareness, and promoting individual products as done by IKEA which uses VR gaming technology to allow users test it before buying them. Nivea and Volkswagen are also ahead with AR in digital marketing strategies.
Digital Advertising Trends
Latest digital marketing trends are most visible in the advertising field where Programmatic Advertising is making waves. It has revolutionized media buying by adding new value to the smart targeting of audiences with precise demographics.
The dance of current digital marketing trends is also apparent social messaging apps such as Facebook Messenger and WhatsApp.
The number of monthly users on Facebook Messenger comes to 1.3 billion and every month 2 billion messages pass through the medium. WhatsApp with 1.3 billion monthly users has 55 billion messages going every day.
Put together WhatsApp, Facebook Messenger, and WeChat can command a total user base far higher than Facebook and YouTube.
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The habit of people in messaging mutually gives marketers the opportunity to target potential customers hanging out in the apps to promote businesses.
Social messaging apps combine direct messaging and immense personalization.
In advertising, the paradigm shift brought by programmatic advertising as the latest of digital advertising trends driven by artificial intelligence (AI) intertwined with real-time bidding (RTB).
New digital marketing trends are most apparent at the social media advertising front and in mobile and video campaigns. Traditional TV advertising has also come under the invasion of programmatic ads .
The Benefit of Programmatic Advertising
The greatest plus of programmatic advertising is higher efficiency it in Ad Buying with software technology giving superior speeds in buying vis a vis the manual process of buying from a salesperson.
Programmatic advertising is also near perfect in the matter of relevancy thanks to the use of large volumes of data, multiple sources to assess demographic, intent and behavioral signals.
The digital marketing trends in India are conspicuous with 68% of brands taking the digital marketing route to promote products. According to studies, 42% of brands are using social media as the most important segment in digital marketing.
Focus on Lead generation
In terms of the corpus spending on digital marketing, 33% of brands inform that they devote 40% of their total marketing budget for online marketing. Indian brands see digital marketing techniques as the best in lead generation.
The Digital Marketing Industry Report 2018 by Social Beat, gives a comprehensive account of the way Indian companies are using digital marketing for brand promotion.
Their survey gave the percentage of penetration in digital marketing. It showed the following results
- Startups/Apps (16%)
- Retail and FMCG (7%),
- Healthcare (6%)
- Media and entertainment (12%)
- Real Estate (14%),
- Education (12%)
- E-Commerce (9%)
- Travel (2%)
The impending arrival of business-critical digital marketing trends 2019 is evident from some of the early signals.
One of them is the growth of video marketing as adduced by Wyzowl survey that predicts 81% of businesses are going to use video marketing strategies compared to 63% of businesses that used online marketing in 2017. The study also says videos helped in raising ROI of most businesses.
Video as a great element in inbound marketing faced no slow down. Live streams are up as the appetite for live content is fuelled by Instagram and Facebook. Live videos are also helping to retain more customers unlike pre-recorded videos.
The arrival of Artificial intelligence is visible in chatbots. They are giving simulated interactions to consumers as solutions irrespective of the device used. The prediction that AI is a goldmine in marketing is coming true for entrepreneurs and businesses.
Voice integration in search engines and use of digital assistants are making searches effective. This is because intent is better assessed and can be decided whether it is for purchase or research. In voice search, the format of words entering a search engine will change. In the written query, “best organic food stores in Los Angeles” can become “Hi Siri, where is the best organic food store in Los Angeles” in avoice search.
It is said that 38 percent of the 3.5 billion searches on Google every day are voice searches and personal assistant devices are having the headway.
Invoice search, Siri answers a question with a few results unlike the typed queries yielding 100 answers. Sometimes there will be just one result.
The benefit is that any website finding a place in the limited results will receive a hugely exponential CTR. For that goal, SEO strategy will have to be fine-tuned to be blessed by voice search results.
Search phrases have to be become conversational, unlike the static written expressions which are mostly keyword clusters.
Automotive digital marketing
Among the industries where new digital marketing trends are giving optimum results will be auto sector in the area of car sales. Automotive digital marketing trends are keenly watched. One of the major automotive industry trends 2018 is getting cheered from the evidence that 71% of digital interactions happen on mobile prior to a car-buying process.
Impact of automotive digital marketing trends are apparent in searches, visits, video views and mobile clicks that mark 86% of Gen X ‘s car purchase using many devices including smartphones, desktops, and laptops.
Videos influence the bulk of car buyers in escalating micro-moments as macro videos are now broad basing each step of buyer’s journey with clear answers to all queries.
Tablets, video walls, tabletop touchscreen surfaces also offer digital showrooms in boosting virtual shopping experiences.
An example of social media marketing automotive industry is the initiative of Audi’s 3-D technology offering virtual vehicle tours in London. Here potential buyers get a 360-degree tour with sound effects.
Given the primacy of web and video as princes in content marketing, responsive websites will be in demand which is easily visible on the mobile phones.
Social media influencers are going to play an important role in expanding sales. In the auto sector, their word sells and carries clout with followers. The best part is influencer marketing is far more credible and less “salesy.”
User-generated content will be dominant as a critical digital marketing trend backing social media marketing efforts. Selfies with happy customers’ cars will trigger a viable service review by the new car owner. User-generated content can easily connect potential buyers with happy customers and the chain lingers.
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