Digital Marketing has been growing and changing at an ever-increasing speed. As a result, the future of Digital Marketing and its prospects remain far from being foreseeable. However, it remains possible to arrive at several predictions considering the large collection of available data.
When it comes to Digital Marketing, prioritizing Customer Experience is highly significant. Consequently, technological advancements in AI and machine learning surrounding marketing and customer service strategies have the potential to lead the direction of the future of Digital Marketing.
Content Marketing
Content marketing is not one of the newest digital marketing trends, but it will never be old. One may define Content Marketing as creating content in various digital forms to improve search engine rankings and increase brand awareness.
Google’s guide about SEO explains that creating compelling and beneficial content would have the most impact. In accordance, it is essential to form marketing strategies to produce engaging content in various forms of images, videos, and articles.
A few benefits of Content Marketing:
- More website traffic
- Cheaper and increased conversion potential
- Less marketing costs
- Increased Domain Authority
- Enhanced Brande Awareness
It can be concluded that despite rapid changes in the Digital Marketing landscape, Content Marketing, in addition to being highly integrated with Digital Marketing, carries too high of importance to be made redundant in the near future.
The Impact of Artificial Intelligence
One can predict that Artificial Intelligence(AI) and machine learning technologies will become more integrated in the future of Digital Marketing. Thanks to AI technologies, it may become easy to perform automated decisions to generate insight to improve quality much faster.
Content Creation
As Artificial Intelligence tools develop over the years, generating automated content using relevant data to attract traffic may become possible. For example, AI-powered tools for writing articles would produce engaging content using generic keywords without being detected. These articles could be very different from one another, and AI could publish them in surprisingly short periods.
Personalization
Data storage has grown exponentially with increasing connectivity and integration of the digital landscape into our lives. As a result, AI Technologies can use more data to improve customer experience. As the personalization process regarding customer experience improves, AI and machine learning technologies could keep more records of:
- Rating and reviews of purchased products
- In-site search history
- Browsing history of non-purchased products
- Area of interests
Image Recognition
AI technologies have also shown tremendous progress in creating image recognition software to make the customer experience appealing and personalized. Some advancements in AI have shown so much potential that it has become possible to recognize related images and generate recommendations based on personalized data. Therefore, one can predict that such technologies regarding imagery will further develop into video recognition applications.
Voice Optimization
The exponential increase in internet usage on mobile devices and smart speakers’ increasing prevalence in people’s daily lives makes it possible to predict AI-automated tools to create a more suitable voice-operated digital world. Consequently, one could expect to see a possible rise in voice assistant software agents in the future of Digital Marketing. Furthermore, big tech companies are already working on voice optimization-related projects focusing on virtual assistants.
Some of these can be listed as:
- Google Assistant
- Apple’s Siri
- Amazon’s Alexa
- Microsoft’s Cortana
- Samsung Bixby
Now it is possible to speak directly to the voice assistants without forming a request or physically making adjustments beforehand. Additionally, the difference between conversational and written language would be adapted to optimize voice searches since long-tail keywords are presumably less likely to be used in voice searches. Therefore, more focus on conversational keywords is expected to have higher ranks.
AI Chatbots
Another important factor regarding AI automated software applications is Chatbots. These are some of the most engaging and interactive tools used to improve customer experience as they can provide service to customers 24/7. Due to their automated process, simple interface, and instant response time, Chatbots are less costly and more convenient for websites and mobile applications. Moreover, Chatbots gather the necessary data needed to develop their features regarding customer service, such as their categorizations of responses or their answers.
Influencer Marketing
With the rise of social media, there also have flourished influencers on these platforms. As a result, digital marketing strategies found a new way to influence their potential customers. One significant advantage of having a product marketed by social media influencers is that people tend to put more trust in those influencers they’ve been following for quite a while than brands’ conventional ad campaigns to which they’ve already been accustomed over the years.
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Another critical factor that must not be overlooked in influencer marketing is that having an influencer with a massive number of followers may not guarantee higher conversion rates. These influencers are highly likely to get many other advertising offers from other brands. Consequently, an influencer’s capacity to influence may diminish in inverse proportion to the number of products he has been offered to promote despite having vast numbers of followers. Therefore, it should be considered that a ‘micro-influencer’ may have a much higher and more relevant audience engagement level for a specific marketing campaign.
A few drawbacks of influencer marketing:
- There is more capacity to make an unforeseeable mistake
- It may not be easy to measure the results
- The wrong influencer may do more harm than good to your product
- High risk of contamination with fake followers and inflated numbers
Fortunately, new strategies and technologies are developing in digital marketing, and there is a rise in influencer marketing tools and influencer discovery platforms. More and more of these influencer marketing platforms are now providing services for people to find influencers who already have an affinity with specific categories of products and services in their promotions. Additionally, brands can filter based on databases and search engines in these influencer marketing platforms and find the right influencer for an effective marketing campaign.
Final Thoughts
We have covered some of the possible trends that could dominate the future of digital marketing. However, the digital world is changing at an increasing speed, and it will continue to do so; yet, it is possible to make predictions on what future trends in digital marketing will look like since data collection is growing and machine learning technologies that can interpret such data have also been advancing very fast. Finally, it can be possible for people to predict most future digital marketing trends as it is likely AI will determine a significant part of them. If you need help with your SEO strategy for your website, consider getting help from an SEO agency.
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