WHAT IS TRENDING IN DIGITAL MARKETING?
What is trending in Digital Marketing?
Let’s start with what is Digital marketing? Digital Marketing is defined as a process of using numerous digital tactics and channels to connect with the customers where they spend much of their time online. With the technology advancing with time, digital marketing is a continuous learning process to adapt to new technology and design a digital marketing strategy accordingly. In this review of digital innovation, I will talk about the latest digital marketing techniques that leading companies are deploying which are likely to be adopted as trends across businesses in coming years. Let us look at these 8 key digital marketing communications techniques which form the digital channel.
These are the top 5 results from the report.
1.Content marketing has featured consistently in the top 3 digital marketing trends for several years because content marketing works for all types of businesses irrespective of the type or size. It influences all digital channels from SEO, email and social media marketing. Hence content marketing strategy is essential to competing in any sectors.
Live Videos is still at the top of content marketing. Pick any platform you want to focus on – Facebook Live, YouTube Live, Instagram Live, Periscope, or even Livestream.com. You may focus more on YouTube Live and Instagram as the space is less crowded. Keep your videos fun, engaging and create experiences along the way.
2. Artificial Intelligence and Machine Learning is a new entry into the top 5 digital marketing trends that has been successful for mature organisations.You can use AI for tasks like scouring your databases and providing insights to your team. AI can be used to find prospects similar to existing customers or scan social media conversations to find real-time intelligence on the competitors.
3. Marketing Automation and Email Marketing is also a perennial feature in our top 5 and it’s effective for both B2C and B2B marketing. While some more mature organizations will make improvements through the use of AI, other less mature businesses will benefit from improving the relevance and timing of their emails through automation and personalisation.
4. Big Data ( this includes market and customer insights and predictive analytics) – Big data analysis such as predictive analytics typically requires larger budgets, so it will be restricted mainly for larger organisations but the use of market and customer insight using the tools is open to all businesses and hence it is a comparatively popular choice.
5. CRO and improving website experiences – This is the first time that Customer Rate Optimization (CRO) has featured in the top 5, which is again a sign of increased adoption of data-driven marketing. There are also the options of other low cost tools including Google Optimize which is freely available. Smart Speakers and Audio can optimize your website for voice search. For this, you must understand what your prospects are searching for.
Other Digital Marketing Trends To Watch In 2019
It’s estimated that by 2020, chatbots will help businesses to save over $8 billion per year. By 2020, 85% of our engagements with businesses will be done without interacting with another human. Instead, we’ll be using self-service options and chatbots. Chatbots can also be used to warm prospects, assist customer queries, schedule sales appointments and help make purchases.
Local Influencer Marketing
Influencer marketing is trending in all areas of businesses. Make a list of the top influencers in your market. You must check out Podcasts, Facebook, Twitter, YouTube, Snapchat, Instagram and other platforms. Follow them first, and learn about them and their brand to understand your brand synergy. Then, reach out to them with a casual message and start a conversation.
Another ongoing organic change to track in 2019 is the evolution of Google’s search snippets.
Social Media Trends:
It is for your awareness that one of the best sources for compiling data on Internet and Social Media usage is the government commissioned annual Communications Market Review.
The latest report that was published last month has a good insight on the most recent changes in age-related usage of social networks between 2016 to 2018. This insight gives a great summary of the changes in three of the main consumer network:
–Facebook – It’s static or declining in most age groups except the older (55+ age group) which is now the biggest group of users. Please note: This shift in ad spend is indicated by a Merkle report of their clients’ investments that showed that while Facebook ad spend grew 40 percent year over year in Q2 2018 and ad spend on Instagram also jumped by 177 percent during the same time period. Within Facebook, increased use of Messenger is considered a big opportunity. Even for targeted sponsored ads, use of Messenger for conversations is a major trend for addressing the customer queries. For e.g Nike has one of the most advanced commercial chat applications and well used implementations.The latest statistics from Facebook show the important facts of Messenger use as:
1.3 billion people use Messenger every month, 8 billion messages are exchanged on Messenger between people and businesses every month and 78% of people with smartphones are using messaging every month.
–Instagram – There’s increase in usage across all age groups with the largest being the 25 to 34 age group followed by 18 to 24. Hence, we can expect that Instagram ad spend continues to increase in line with the increased usage and better advertising options on the platform.
–Snapchat – There is a significant increase and biggest user group is the 25 to 34 age group showing that Snapchat isn’t just for teens. Infact, there is also an increase in users in older age groups and are not far behind the younger age groups.
Trends in B2B social media Linkedin: For B2B marketers, we observe LinkedIn to likely grow its importance. The most recent Q2 2018 trading report suggests the growing importance of LinkedIn with revenue increasing by 37% (up 34% in constant currency) and LinkedIn sessions growth of 41% and 562 million users in more than 200 countries and territories worldwide.
Twitter: Twitter’s future may not sound very promising, but it will still be significant for engaging across relevant B2B and B2C audiences. The latest Q2 2018 reports show daily active user growth of 11% and a revenue increase of 24% YoY.