THE FUTURE OF DIGITAL MARKETING
We have covered the best practices to implement for your business, and now we want to share where digital marketing is headed. Digital marketing is constantly growing and changing; the last thing we want is for your business to get behind on the current and future digital marketing strategies that will elevate your presence. It is imperative you begin adapting your digital marketing strategy for 2020. Here are a few things to begin, or at least consider, implementing into your digital marketing strategy.
We have artificial intelligence in our daily lives and may not even realize it. A great example is auto-fill when we write or text. Your phone has been learning the way you talk and write. It predicts what you’ll likely write based on your history. In digital marketing, artificial intelligence (AI) is doing a meta-analysis of broad-spectrum data sets and then using that data to make its own decisions. Techgrabyte shares that “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” It is a big deal that feels far out but is actually here. We are currently in it. If you own a business you absolutely can’t miss what’s going on right now in the AI field.
Customer experience is only getting better because of AI. The whole point of artificial intelligence is to create a custom experience systematically and efficiently. AI will allow businesses to provide more interactive and personalized purchase experience through an increasingly accurate ability to analyze consumer behavior. Artificial intelligence will continue to be used in a range of up-and-coming marketing applications, including content creation, voice and face recognition, chatbots, digital assistants, and highly targeted marketing strategies.
Voice search has been around for almost ten years, but according to ComScore, 50% of the searches are from voice search and will only increase from the coming years. For business owners or marketing directors, optimizing your digital content for voice search is key to preparing for the future. AI is advancing and will one day require a voice search strategy to stay competitive. When creating digital content, write in a conversational tone. Write in the way people speak, not necessarily what they would type. Focus more on long-tail keywords and detailed search phrases. Digital Marketing Institute says that “adopting a voice search strategy isn’t just about remaining relevant — it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.”
Google’s Gallery Ads
Google has upped its advertising game and launched gallery ads this past May in 2020. Similar to Facebook carousel ads, Gallery ads are a swipeable, image-based ad unit that appears at the top of search results. The ads will let you upload up to eight branded images, allowing you to use your business’ elevated photography to attract potential customers.
Social media has shifted from businesses connecting with their audience and showcasing their products or services, to using as their brand’s online store. Making shoppable posts is a game-changer for businesses this year, as it is becoming desirable not to leave the app.
With 54% of shoppers using social media to research product purchases, it only makes sense to do social commerce. Another thing to consider is influencing marketing. Influencers have been around for a while now, and because of that, it is expensive for smaller businesses to use. This brought on the development of micro-influencers. Those with around 30K followers are typically chosen for this. They are popular enough to be influential but are not loaded with sponsorships.