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The Future of Digital Marketing (Updated Guide)
With the emergence of a digital era, the marketing landscape has grown to become versatile and immersive. It’s an ecosystem under constant change, making it imperative to keep on top of trends. Importantly, it allows you to be of benefit to your brand, and also – to a large degree – the clients and businesses you’re involved with.
As we recover from the pandemic with hopes of finding a better year in 2021, we notice the importance weighed into customer or user experience, facets that focus on micro-moments, highly targeted advertising, and functionality. But that’s not all; in most cases, these innovations run through a constant process of refinement – AI-driven, mostly.
But given all the advancements, where exactly does the future of digital marketing in future stand with next-generation technologies or is digit? What combines them, or better yet, what are the factors we ought to keep an eye on moving further into 2021 and beyond? Let’s take a look at all these and what’s new in digital marketing.
Top 6 Features that Define the Future of Digital Marketing
1. Artificial Intelligence
Even within the siloed context of digital marketing, the field of artificial intelligence is rather broad. In the marketing context, AI usually fits into the meta-analysis of broad-spectrum data sets and using said data sets to make business decisions. Despite the technology still being in its infancy, we live in a world with examples stemming from our day-to-days.
For example, Netflix and Amazon have built-in AI features that help with transactions and recommendations. The future of AI in digital marketing has endless possibilities, with face and voice recognition, digital assistants, content creation, chatbots, and targeted marketing strategies. It is expected to become the norm with respect to marketing strategies due to its spectacularly accurate ability to analyze consumer behavior, which in turn feeds into something more personalized and interactive.
2. AI-Powered Digital Assistants
Think Google Assistant or Alexa for starters. AI-powered digital assistants are designed to stay connected to people and assist with functions in their day-to-days. The market on these personal assistants is predicted to reach roughly 1.6 billion users by 2020. In fact, devices made by different companies are even able to connect with each other for information; they are, in a way, collaborating.
On the other hand, users will be given the opportunity to watch AI evolve on a business and personal level. AI-based technologies are pacing to improve at a rapid pace, including voice recognition and other personalized services – based on the data analysis of consumer behavior.
3. A Shifting Social Media
It is more about how we are beginning to use social media as a platform, as a variation to its original purpose. What once started as a platform for peer-to-peer interactions has now evolved into a place of entertainment, with users watching more videos or digital media than specifically using them for social purposes. Additionally, users are now beginning to increasingly demand a more user-focused and less ad-focused means of interacting with peers or being entertained.
This urges marketers to keep an eye on how social media platforms choose to incorporate new and explicit advertising strategies, in addition to understanding smart and implicit methodologies to collecting customer information.
4. Influencer Marketing
Influencer marketing has existed for a long time. But does it have the same definition? Probably not. Large sums of marketing budget earlier spent on Celebrity Influencers have ceased to become the go-to option for most marketers now. The birth of Micro-Influencers with a smaller but dedicated follower community has gained high traction. YouTube, Instagram, Snapchat, and other platforms have enabled such success in a short time! With their streamlined content, these
These micro-influencers have made authenticity and relatability their core to interact with their fans, unlike the vast unknown audience catering to celebrity influencers. With the growing number of consumers valuing recommendations by micro-influencers, this is one of the future trends in digital marketing that is on a surge and will see more marketers joining the wave.
From the silver screens to the smallest of screens, watching movies have undergone a significant evolution. Owing to the Covid-19 pandemic that swept across the world and made it immobile for nearly a year, OTT has become a part of most households. With Netflix, Apple TV and Amazon prime ruling the world, there is a gamut of international to national and regional options to choose from, depending on the consumer’s budget.
The platforms have also given rise to a plethora of content and talent pool who earlier had limited scope. Marketers have already begun their journey in this domain, with targeted advertisements for their consumers. The future scope of digital marketing in OTT is ample, and it will be worth the wait to see the growth of this platform!
6. Augmented Reality
Remember the craze around Pokemon Go and Google AR animals not so long back? The future of online marketing looks bright in augmented reality. A unique experience is created when artificial elements extracted from imagination and the real world are juxtaposed.
In recent times, it has become one of the most exciting technologies in which marketers love engaging their consumers. It has brought about a shift in the way marketers predicted consumer behavior. From games, to healthcare, real estate, and more, augmented reality apps soon will broaden the scope of digital marketing in the future.
To sum up, with the growing numbers of smartphones and digital footprint, the future of digital marketing looks very radiant. Marketers are becoming more agile and making decisions faster driven by data.