How is Digital Marketing ruling the online world and influencing people?
Digital Marketing is a consortium of important things – Social Media, Search Engine Optimisation, Marketing Automation, Social Commerce, Influencer Marketing, Video Marketing, Omni-channel Marketing, Artificial Intelligence and a few others. New techniques, everyday evolving technologies, and constantly changing Google, Facebook, Instagram and Snapchat algorithms keep many digital marketing teams on their toes.
As we embark on a world of ever-changing technologies and the digital world, find out how digital marketing will continue to safeguard its influence in 2020.
By now, we obviously know that social media is contributing a huge share to online marketing. What we might not have thought about is how many millions of people depend on social media for their shopping. 60% of Instagrammers find new products on Instagram and in a survey of over 4,000 Pinterest users, a massive 70% confirmed Pinterest helps them find new products. These platforms have apparently recorded the visits and stats that people are using them to shop and have made it easy for retailers to showcase and sell items through social media. And this goes for online retailers – a great way to boost traffic to their product pages.
Search Engine Optimisation:
It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. To think about SEO strategy in advance, some game-changers will influence how we build an SEO campaign. Mobile-first indexing, it means that Google uses the mobile version of your page for indexing and ranking. Page speed, mobile page speed’s become a ranking factor for mobile and metrics matter for Google in terms of page speed evaluation.
Social commerce is a subset of electronic commerce that involves social media, online media that supports social interaction and user contributions to assist online buying and selling of products and services. More precisely, social commerce is the use of social networks in the context of e-commerce transactions. Social commerce allows companies to sell products directly through social media networks. There is a thin line between Social Commerce and Social Media Marketing.
Influencer marketing is a branch of the social media marketing that entails endorsements and product placements from people, celebrities, influencers and organizations who possess an expert level of knowledge and/or capable of socially influencing people in their respective fields. Influencer Marketing has its pros and cons, where the number of followers and reachability can be compromised. Brands and collaborators like to collaborate with well-known people, celebrities and YouTubers with larger visibility.
Video Marketing is also another booming digital marketing trend that has dominated the buyers to buy products more impulsively on a different level altogether. Video marketing is, simply, using videos to promote, aggrandize and market your service or product or business, increase customer engagement on your digital and social media platforms, tutor your consumers, and extend your audience with another new medium. Consumers like it because it’s pleasant to watch, easy to understand, entertaining and engaging. Marketers love it because – when videos are done right – it will give a potentially huge return on investment (ROI) through multiple channels. Video is very accessible to everyone that has internet access – to watch and to produce.
Omni-channel is a multichannel approach to sales. Its aim is to provide customers with an uninterrupted and a most appropriate shopping experience – be it from shopping on a desktop, mobile. Brands work to create united experience between channels and people, and this is one differentiator between traditional and omnichannel marketing. The old approach was to let every channel optimize on its own, without any consideration of the factors or wider experience.
Artificial Intelligence has enabled marketers to create a more personalized consumer experience. To everyone’s surprise, the cost is notably less than the old-schooled campaigns. Every interaction that is enabled and made by a potential or a customer about the business is recorded and made use for future optimization. It takes forecasting and prediction to the next level by giving a very finite understanding of – both, your customer and digital advertising campaigns. It also creates a comprehensive customer profile and can be set up to enable a real-time conversation with the customers.
Content marketing is a strategic and coherent marketing approach. It focuses on creating, building and delivering valuable, pertinent, and reliable content to attract and maintain a clearly-defined audience. And most importantly, to boost profitable customer action. Not only does content demonstrate knowledge and expertise to potential customers reading your articles or pages, but it’s also what search engines put in their search results. In short, content fuels the fire that is your search engine optimization, so it’s best to never stop creating content. Also, focus on creating interactive content and videos.
Automation is existent in the digital marketing world since long, however, appreciation to the latest updates of Google Ads, that was announced at Google Marketing Live – we expect smart bidding and automation to become the standard for account managers. Google Ads are dependent on machine learning to optimize your bids so that you can get the best value out of every conversion. The improvements announced at Google Marketing Live will make you optimizing your bids at its best than ever with the capability to select the conversion actions at every campaign level. These improvements are sure-fire to help you maximize your conversions.
Social Messaging Applications:
Social Messaging Applications like WhatsApp, Facebook Messenger, Instagram Direct Messaging and WeChat isn’t just a messaging platform anymore. These apps are now the most approached method to communicate with the customers in a business. There are close to 10 billion messages shared on Facebook Messenger.
Messaging apps are new business trends because customers use it daily and find it the most convenient to have direct contact with companies. Besides, it also makes personalized marketing easy which most customers love and appreciate. Messaging Applications encourages contact and building relationships whilst also educating the customers about the product, inviting people to events, boosting sales, regaining potential customers and providing customer support.
Digital Marketing is definitely in the hands of evolving technology. Artificial Intelligence, Machine Learning, Big Data, Smart tech and lots of others are changing the trends brands analyse and settle on a decision. This is directly influencing the way the brands can communicate and interact with their prospects and customers. Everyone is expecting a more personalized interaction just because of the internet and easily accessible smart phones.
To stay ahead of the competition and boost conversions in the upcoming years that are most likely dependent on digital, you’ll need to get better and upskill yourselves at producing custom, engaging and conversational content – particularly audio and video – to extend to your custom audience.
And looking ahead, you might need to invest in some insanely futuristic tech to have your ducks in a row.
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