The world of digital marketing is rapidly evolving. Marketers were pouring their hearts and souls into Facebook organic just a few years ago. Unfortunately, as the usefulness of the platform's sponsored advertising technology became obvious, Facebook's organic reach plummeted.
Then came new social media channels like Periscope and Snapchat, which attracted marketers. However, Facebook Live and Instagram Stories quickly supplanted these media.
These quick swings highlight the necessity of spotting the correct marketing trends to capitalize on. When you do, you'll be able to "surf the wave" when a certain trend gains traction. Finding the correct digital marketing strategy can result in increased brand exposure, traffic, leads, and sales, to name a few benefits. To put it another way, why do marketing in the first place.
While developing technologies like voice search, advertising on messaging apps, and incorporating natural language processing may entice certain marketers, most marketing budgets simply do not allow for these unproven digital channels.
Also read: In 2022, There Are Five Digital Marketing Trends to Keep an Eye On
Here are five digital marketing trends that you can start implementing right now.
1# Email marketing 2.0
Email marketing isn't a new marketing strategy. It's one of the first ways for businesses to reach out to potential customers online and keep in touch with them.
Email, on the other hand, became unfashionable with the rise of social media marketing. "Why email individuals when you can get in front of them where they already hang out – on Twitter and Facebook?" marketers questioned.
In fact, many marketers predicted that email marketing will become obsolete in the near future.
Fortunately, email marketing has never gone out of style. In reality, email marketing methods are resurfacing, thanks to the widespread use of email marketing automation to aid in the creation of client journeys.
Two microtrends demonstrate email's unexpected resurgence.
For starters, there are a slew of new email service providers joining the market all the time. ConvertKit is one of the most successful of these newcomers to the ESP industry.
According to revenue analytics firm Baremetrics, this relatively new ESP has swiftly grown to over $1.8 million in monthly income.
Second, there is a lot of growth in the paid newsletter industry. The tremendous expansion of Substack, a platform for those who produce paid newsletters, demonstrates this.
People, it turns out, desire emails from people who compile the best pop culture, business, online marketing, and fitness information. They're willing to pay for it, as seen by Substack's growing user base.
2. Niche influencer marketing
According to a Social Publi poll, 93 percent of marketers are already using influencer marketing. This is due to the fact that influencer marketing has a larger return on investment (ROI) than SEO, content marketing, or PPC (pay-per-click) advertising.
Costs are rising as more businesses engage in influencer marketing. The previously unrivaled ROI of influencer marketing has been slashed by this market saturation.
Brands are increasingly disregarding the Kylie Jenners of the world. They're looking for "microinfluencers" instead. Microinfluencers are people with a small following on social media platforms such as Facebook, Instagram, Twitter, Snapchat, and TikTok.
Microinfluencers have the advantage of having a large number of engaged followers. Furthermore, compared to someone with 20 million followers, those that follow microinfluencers tend to be from more specialised demographics. Marketers adore this specificity because it makes it much easier to contact target groups.
Most significantly, microinfluencers charge a fraction of the price of influencers with millions of followers, which is why firms of all sizes are beginning to seek them out.
3. The use of chatbots is on the rise.
The verdict is in: chatbots are not a passing trend.
According to one research, approximately half of all websites currently utilise a chatbot, and the number is expanding by the week.
While customers prefer to communicate with humans over chatbots (and who can blame them? ), there's little doubt that a chatbot outperforms a "contact us" form in terms of user experience.
MobileMonkey is a startup that exhibits chatbot marketing's long-term viability. Although they specialise on Facebook chatbots, you may utilise the platform to create chatbots for your own website as well. MobileMonkey, like many other chatbot startups, has witnessed steady growth since its inception in 2017.
4. PPC is becoming increasingly automated.
Using tools to assist with PPC ads is nothing new. In reality, software applications to help marketers optimise their campaigns appeared practically as soon as Google Adwords (now Google Ads) hit the market.
What has changed in recent years is the rapid advancement of machine learning technologies. Many tedious PPC procedures, such as manual bid optimization, have become obsolete as a result of this quick improvement.
One of the main reasons for its acceptance is that, unlike in the past, ad platforms today include in-house automation capabilities. Smart Bidding, for example, can now be used to manage Google Ads campaigns, while marketers may utilise Facebook's Dynamic Creative to quickly test thousands of ad variations.
5. Video is adopted as the primary medium.
According to YouTube, internet users view 1 billion hours of video per day. That's a huge quantity, especially when you consider that YouTube is only one of several video-based digital marketing channels available.
Instagram, Twitter, Facebook, Pinterest, and Reddit all allow video uploads, and many are moving toward becoming "video first" social media platforms.
Marketers who understand how to make interesting videos (such as planning, scripting, lighting, shooting, editing, and graphics) will have an advantage over those who solely publish text-based blog posts.
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Ahmad Sultan worked for Mighty Warners, a marketing firm in Dubai, UAE, that assists marketers in identifying and providing emerging themes in internet marketing before they become widespread.
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