The future of digital marketing is undoubtedly bright. To meet the demands of customers and brands, an effectively planned digital marketing campaign is the need of hour. The conventional digital marketing domain that includes paid media, SEO, content marketing, social media, etc., are undergoing drastic developments as the buying cycles of the new age customers followed by digitization of commercials in the cyber space are going through sea changes. Some of the innovations that are taking place within the digital marketing channels have been listed below:
Search Engine Marketing:
The marketing practice that involves generation of traffic through payment is called SEM or paid search. The payment is made by marketers either through pay-per-click (PPC) or on display of advertisement. SEM employs artificial intelligence to automatically buy advertising space, to determine which audience the ads should target. Seeing the trend of advertising in 2018, it’s predicted that 86% of all digital display ads will be presented via automation by 2020. This shift will provide a more efficient and well organised approach towards paid media.
Video contents are becoming more and more popular as greater numbers of businesses are adopting them as their digital marketing tool. This includes live video, stories, Instagram TV, etc. and many more. This mode is on the verge of becoming a promising new way to engage customers. It is expected that the virtual reality market would reach $22.4 billion by 2020.
One of the most important factors that determine the future of digital marketing is voice search. The introduction of Siri, Alexa, Cortana, Google assistant has led to the enhancement of popularity of voice search. It is expected that this percentage will increase with the improvement of Voice Search technology. The growth rate is estimated to be fast, with about half of all searches expected to be voice by 2020. Thus, in order to be successful, the digital marketers must shift their marketing strategy from SEO to voice search.
Influencer marketing has also become quite popular in the recent days. We normally have a tendency to trust people more than brands. It is our common habit to check the reviews before buying any product. Similar is the case of influencer marketing. Getting a positive feedback about a product or experience from an influencer is of immense value to us. Thus, it can be concluded that Influencer marketing is going to be a big part of the future of digital marketing.
To wrap it up, 2019 is surely going to become a game changer in the digital marketing scenario. The various types of advanced marketing techniques offered by big data, AI and innovative tech will change the way brands communicate with customers. Appealing to an individual with conversational, speech accessible, and visually engaging content are key trends that will determine the future of digital marketing. This would provide marketers and brands an idea of practical improvements that technology can bring in their existing digital strategies.