Marketing is mutating at such a dizzying pace that those who do not adapt are going to be left far behind. Consider some of the digital marketing trends that are shaping the future of marketing. The Internet of things and mobile technologies will play a decisive role in the larger scheme of marketing that will include artificial intelligence, block chain technologies and predictive analysis among others. Radio, print and TV will play increasingly diminishing roles while social media, web, mobile and email are expected to dominate. Digital marketing 4.0 is the new label.
Moving away and beyond from the traditional methods of email, ads, social media, blogs and websites, this trend is more focused on inbound and outbound marketing melding fluently into a single channel and sharing becomes more interactive and spontaneous. Omni-channel is the way forward in the future, powered by big data analytics, artificial intelligence and machine learning. Customer behaviors in future and their leaning towards some specific channels will mean marketers will introduce digital strategies for better engagement in their preferred channel. Content is king evolves into video content is king and people incline towards the audio-visual, not only for passive experiences but for active things like searches and finding information. Video says it so much better than dry text. We will see confluences in some areas such as blending various channels of communication, and divergence such as specifically targeting a technology like Geo-targeting.
Voice and AI
For voice to work with any degree of accuracy it requires a measure of implementation of artificial intelligence and its subset machine learning. This is now possible and Amazon’s echo, Apple’s siri and Google Assistant pave the way for voice to become widespread in use for searches. This means marketers must gear up to employ developers who can integrate AI and the capability of being found on voice searches.
Augmented reality is not just for gaming. It is making inroads into retail and marketing. People can make better informed purchase decisions when they have sites employing augmented reality. Combined with AI and voice, it makes life easier for shoppers but tougher for marketers who must evolve technologies to match future use patterns.
Marketing used to be based on product, price, place and promotion. It still works. However, the 4Es are gaining in importance and will do in the time to come. Consumes are better aware, better informed and expect more. Therefore, the limelight in digital marketing for future is likely to be on engagement, experience, emotion and exclusivity. Branding and marketing will focus more on the emotive experience a product offers.
One to one
Marketing is usually the broadcast type. A campaign targets specific groups of people and hopes for success. Future marketing will make more use of gathering as much information about a person as possible through his buying pattern, his search patterns and the way he uses his mobile and marketers will use this data to deliver a personalized, one to one message. Customers feel flattered when they receive a personalized message. A prospect is that branding could diminish in value as people look for products that deliver experiences that match their expectations and desires. Younger generation does not trust brands and hyped marketing will not have the desired impact. Messages need to resonate with younger generation leading to a new tack in digital marketing techniques. They like music and using more music is likely to be more successful. One way could be by repackaging the old strategy of presenting a problem, getting them all worked up and then providing a solution. Personalizing this makes it more effective in getting individuals to act.
Social as listening post
Social channels are touted as fine tools for digital marketing but, in time, these could possibly become listening posts to sense mood of people and tailor personalized marketing campaigns. Apart from engaging new customers, the shift will be towards retaining existing customers who, after all, can be the best brand ambassadors on social channels.
Analytics in real time
Analysis of historical data gives way to analysis in real time to know current and emerging preferences and create products or services that meet such demands. This means big data will play a greater role as will Internet of things.
Digital marketers will need different skills
Anyone who engages in digital marketing needs to have the basic marketing skills and knowledge. However, they must also possess some measure of IT skills such as analytics of data, design software, HTML and others, including basic understanding of artificial intelligence and machine learning.
SEO will exist as it does and change to adapt more of marketing technologies in a broader perspective rather than focusing only on SEO elements. Engaging a digital marketing company capable of future tech today guarantees you success for tomorrow.
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