The digital marketing landscape keeps changing progressively, getting smarter and faster with every passing year. We have summarised below some of the shifting digital marketing trends and consumption patterns.
i. AI – Artificial intelligence has gained ground and has witnessed a huge adoption across the industry. AI will result in:
- Personalised and automated content – AI has made personalised content, products and emails a reality. 96% of marketers believe that personalisation helps improve customer retention. Marketo shows that personalised, automated e-mails based on consumer behaviour are 3x more effective in evoking a desired action.
- More Efficient Customer Service – Ability to respond to consumer queries in real time (using chatbots) and track consumers’ buying history, allows better customer service.
- More conversions – Custom content, accurate tracking and customer segmentation translates into higher conversions and lower customer acquisition costs.
ii. Omnichannel marketing – AI has made omnichannel marketing even sharper, resulting in more qualified leads. Omnichannel marketing allows us to engage with a consumer consistently and seamlessly across channels. For instance, if a consumer engages with your product or service on digital tv, omnichannel marketing allows you to continue to engage with him/her on social media, search engines and across other web platforms.
iii. Visual Search – With visual search, users can upload an image to conduct a search and get more specific results. Pinterest launched a product called Lens to join the initiative Google Lens. Users can take photos of a product and find out where to buy it and search more similar products. Google Lens is a visual search engine by Google, which recognizes objects, landmarks and other things visually through a camera app (currently only available on ‘Pixel’ phones).
iv. Voice Search and Smart speakers
- 50% of all searches are projected to become voice searches by 2020
- 20% of mobile queries on Google are voice searches
- 25% of all searches on Bing are voice searches
‘Audio ads’ are touted to be launched soon. Alexa will answer the query along with the name of the advertiser which means that advertisers will be able to buy voice ad space – very much like Google text search ads.
Website content will need to adopt a conversational tone and featured snippets will become increasingly important.
Please refer to our earlier post on ‘Position Zero’ for more information on this.
v. Micro-moments – Consumers today are increasingly seeking instant gratification and making faster decisions. Google has coined a new term called ‘Micro-Moments’ to define this behaviour. People generally make instant decisions on what to eat, which restaurant to choose, what to purchase, or where to go. 51% of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was useful.