Digital marketing is always evolving. The field is constantly changing and growing, which can be exciting and daunting for businesses. Every other day, it seems, there’s a new trend or development that businesses need to be aware of.
To stay at the top, businesses need to keep up with the latest trends in digital marketing. Here are the most evolving trends in digital marketing that businesses should be aware of:
A powerful tool in a marketer’s arsenal is user-generated content (UGC). UGC is any content that users of a product or service create. It can take many forms, including reviews, testimonials, social media posts, etc.
UGC is valuable because it provides businesses an authentic way to connect with their target audience. People trust and engage with content created by other users rather than businesses themselves.
Businesses need to create shareable and engaging content to take advantage of UGC. They should also make it convenient for users to submit their content. Suppose your content base is area rugs; UGC will be things like social media posts of people with their new rug or a review website where customers can leave reviews of your rugs.
Another digital marketing trend businesses need to be aware of is using chatbots. Chatbots are artificial intelligence computer programs that simulate human conversation. They are commonly used to provide customer service or support.
They can quickly answer frequently asked questions, recommend products, or provide general information about a company. Businesses can use chatbots on their website, mobile app, or popular messaging platforms like Facebook Messenger.
To create a chatbot, businesses must determine what tasks they would like to perform. They then need to create a chatbot script that includes all the possible conversation scenarios. Once the chatbot is created, it can be tested and launched.
Another evolving trend businesses need to be aware of is voice search. Voice search is a speech recognition technology that allows users to search for information by speaking into a device.
Businesses can easily optimize their website for voice search by using long-tail keywords, natural language, and question phrases. They should also ensure their website is mobile-friendly and fast, as these are important ranking factors for voice search. Suppose you own a pizza shop. In that scenario, you might want to include phrases like “pizza near me” or “best pizza in [city name]” on your website and in your chatbot script so that you come up when the audience uses a voice search to find a pizza place.
In the past, Google would index websites based on the site’s desktop version. However, more and more people are using mobile devices to access the internet, so Google has changed its algorithms to favor websites that are optimized for mobile. Search results will be at a disadvantage if your website is not mobile-friendly. Suppose you have a responsive website. In that case, you’re already ahead of the game. However, you should still test your site on multiple devices to ensure it’s displaying correctly and consider using Accelerated Mobile Pages (AMP) to improve your mobile search results further.
AR and VR
AR and VR are two ai technologies that are quickly gaining traction in the digital marketing world. AR (augmented reality) allows users to superimpose computer-generated images on their view of the real world. This technology is used by businesses in various industries, from furniture retailers to real estate companies. VR (virtual reality) transports users to a completely computer-generated world. While VR is mostly used for entertainment purposes at the moment, it has great potential for marketing applications. For example, businesses could use VR to give potential customers a virtual tour of their products or services. Suppose you sell handcrafted Oriental rugs; you could use VR to give customers a tour of your rug-making process from start to finish.
Accelerated Mobile Pages (AMP)
Accelerated Mobile Pages is an open-source project allowing you to create pages that load faster on mobile devices. AMP pages are cached by Google, which loads almost instantly when users click on them in the search results. It is especially significant for users who are searching on slow mobile connections.
Google has also announced that they will prefer AMP pages in the search results, so it’s worth staying ahead of the game.
AMP is not only about speed but also about creating pages that are easy to use and load quickly. AMP is an open-source tool created by Google. Any website can use AMP to create fast-loading pages.
Visual search is another growing trend businesses need to be aware of. A search method considers the image rather than the text on a webpage. Users can now search for products using an image instead of a keyword.
This trend is especially relevant for businesses in the fashion and retail industry and those who sell products online, such as RugKnots, Wish, or Best Buy. If you want to stay at the top of the game, ensure your website is image-friendly and easy to search. Visual search is an important part of the customer journey and needs to be considered when planning your digital marketing strategy.
Live Video Streaming
Another trend that every business needs to be aware of is live video streaming. Platforms like Facebook, Instagram, and Snapchat all offer live video capabilities. This trend is particularly popular with millennials and Gen Z, who are used to consuming content in real-time.
For businesses, live video streaming can give customers a behind-the-scenes look at your company, products, or services. It’s also great to build rapport with your audience and create a more personal connection. The key is to be strategic about using live video streaming to align with your overall marketing goals. The Live Stream Insights report from Social Media Examiner can help you get started.
Social Messaging Apps
The rise of social messaging apps like Snapchat, WhatsApp, and Facebook Messenger has been one of the most significant digital marketing trends of the past few years. These apps allow businesses to communicate directly with their customers in a more personal way. Social messaging apps are especially popular with younger generations, who are more likely to use them than email or phone calls. Social messaging apps can be used for customer service, appointment reminders, special offers, and more. It’s important to have a presence on the social messaging app that your target audience is using.
As the world of technology is evolving, businesses need to keep up with the latest trends in digital marketing. By knowing the techniques and tools, you’ll be able to better connect with your target audience and stay ahead of your competition. It can be challenging and tough to keep up with the ever-changing digital marketing landscape, but it’s essential for your business’ success.
What are some of the evolving trends in digital marketing that you’re keeping an eye on? Let us know in the comments below!