As social media, mobile applications, and other new digital platforms took over, marketing changed rapidly. In fact, it is safe to say that marketing in general has changed more in the last five years than it has in the past 50 years. For instance, digital marketing is possibly the biggest, most popular, and the most effective way of marketing nowadays.
Though search engine optimization, social media, content marketing, email marketing, and paid advertising have recently been the most popular ways of conducting digital marketing. However, in the past couple of years, digital marketing in general has seen some interesting developments and changes. In this article, we will look at seven things about digital marketing that every business should know.
Development Artificial Intelligence
Artificial intelligence, or AI for short, has been developing a lot in the recent years, and it holds wonderful opportunities in the area of digital marketing. In fact, many companies and organizations already depend on the exceptional features of AI. Many big companies are already using AI to automate things. For instance, Uber, Microsoft, and Amazon are using AI in their everyday business.
Some years ago, a Gartner analysis predicted that AI technology would be a key element in almost every new software company by 2020. At the same time, artificial intelligence holds fantastic commercial opportunities.
When it comes to digital marketing, artificial intelligence has the capability to examine customer behavior, search patterns, and even social media data.
Chatbots help with customer service
A perfect example of artificial intelligence are chatbots. Many online stores, and for instance, an online casino New Zealand, can use chatbots to chat with their customers in real time. Moreover, they can also offer quick responses, automate repetitive tasks, and customers can get help anytime, anywhere.
In today’s world, chatbots can be used to improve digital marketing. Chatbots provide flexibility and convenience, and best of all, they can save a company a lot of money as the company cuts down on customer service costs.
Programmatic buying and advertising
Artificial intelligence can also be used to buy or sell space for advertising. AI can automatically handle buying, placement, and optimization. This way, there is no need to request proposals or handle human negotiations. Instead, AI handles everything seamlessly.
Using AI for programmatic advertising can lead to higher conversions from leads. It can also lower acquisition costs, as it is faster and more effective. At the moment, about 86% of digital advertisements are programmatic, according to eMarketer.
Voice search and smart speakers
Some years ago, when Alexa, Siri, Google, and other voice search features started to become more popular, the problem was the amount of errors in searches. However, as the AI game has improved in the recent years, companies can now even take advantage of voice search and smart speakers when it comes to digital marketing.
In fact, many people even handle shopping by using only voice search and commands. For instance, Amazon allows customers to create a shopping list on Amazon by using Alexa, and even make orders and purchases.
Video Marketing is visual and effective
According to some sources, video marketing has said to bring in more conversions than other marketing channels. The fact is, that most people are visual, so seeing a product being used on a video is a great way for consumers to get a real idea of the product or service.
Most of video marketing today is done on Youtube and other streaming channels. Also, social media platforms, such as Facebook, Instagram, and Pinterest, can be used for conducting video marketing. Additionally, as the use of mobile devices is more popular than ever which makes showing video ads easy for companies.
Content marketing continues to dominate
The Google algorithm that was in effect in March of 2019 favored complete and updated content on websites. Moreover, many B2B marketers and companies agreed that comprehensive content allows their customers and audience to see their brand and the products better and create more credibility.
In other words, well-researched and complete, comprehensive articles on Google can really help in website rankings as well as instill trust in consumers.
Omnichannel marketing is essential for brands, so that they can create a seamless and uniform message in all digital marketing platforms as well as offline. In a best case scenario, the channels are linked and monitored continuously so that each marketing campaign runs parallel.
It has been said that an omnichannel approach to marketing can lead to about 18% engagement rate, up to 250% higher purchase frequency, and a much better customer retention rate.
As technology keeps improving, digital marketing and other marketing methods improve, too. It will be easier for companies to reach customers, and target their target audience better than ever.