Mention digital marketing and you are constantly reminded of the changes that are happening in this industry on a daily basis. We’re six months into 2021, and in this Covid-19 crisis, digital marketers are constantly looking for new strategies and tactics to get customers for their clients’ products and services. According to industry experts, 2021 will be the year when the industry discards dead marketing strategies and embraces new technologies to approach customers and increase sales. This article on “The Future of Digital Marketing?” sheds more light on concepts.
Digital marketing in the future
A. Messages intended for purchases
The Covid-19 pandemic has brought unprecedented problems of social distancing and lockdowns to many parts of the globe. When customers were looking for easier ways to shop, digital marketers came up with the brilliant concept of Shoppable posts. So when a customer browses a social media platform, they come across a purchasable post (product/service), the link of which can be found in the bio. It is easy for the customer to tap and buy a product or choose a service. For example: 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 boost marketing campaigns.
B. Programmatic Advertising
It is difficult for the marketing team to place advertisements in all channels that provide valuable information about the products/services preferred by the target audience. Programmatic advertising solves this challenge by providing customers with tailored ads on their favorite channels in specific locations based on their interests/behaviors. Companies using programmatic advertising include Expedia (travel), BuildDirect (home improvement) and AirAsia (airlines). Programmatic advertising can be called the future of digital marketing because it focuses on the attention share of customers and can provide space for the best advertising campaign. Yes, did we forget to mention that it offers the best ROI?
C. Interactive Content
Digital marketing experts are always on their toes to keep their company’s loyal customers using different methods. The idea is to get customers to not only shop but also interact through surveys, online surveys, signing gift cards and more. Yes, it is difficult for digital marketers to create content not only in words but also in web design. Website and social media posts should not only engage the target audience, but also outperform the competition. They also need to ensure that the content matches the organization’s brand and goal.
D. Voice search
There was a time when customers who chose to shop on e-commerce sites were over 25 years old. Today, even children and young people have become regular customers of online store offers. And they buy a product or choose a service using voice search. With IoT-enabled apartments becoming popular among households, content managers and digital marketing teams have their hands full to optimize website/product content for voice-friendly requests from digital assistants for the future. They need to focus on long-tail keywords and also have a deep understanding of their target audience.
E. Influencer Marketing
The Influencer Marketing concept is not new, as movie stars have favored products/services on radio and television since the 1940s. However, the name “influencer marketing” stands out. Brands approach someone with a huge following on social media (for example Instagram) to market products. But there are challenges as the general public has become aware of multinational corporations signing these influencers for big paychecks. So there is mistrust of companies and the target audience makes a decision based on the influencer’s credibility. This concept remains in the country and plays a key role in the field of digital marketing.
It is true that there are other technologies that play a significant role in digital marketing, such as augmented reality, virtual reality, artificial intelligence, chatbots and more, but we have focused on only four others in this article. In the coming years, digital marketers will have to successfully incorporate new technologies into their strategies. This not only reaches the target audience accurately, but also outsmarts the competition better.