According to
Deloitte, there's a staggering 11.3% increase in digital spending over the past
three years. Digitally enabled products and services are redefining customer
experience. New social media platforms enable companies to focus on specific
audiences. Machine learning and AI are expanding the world of digital
marketing. Soon, chatbots will be the norm, and Augmented reality will become
an integral part of customer service. Read on to discover why digital marketing
is the future.
Social media platforms have made it easier for
companies to hone-in on their audiences
Social media platforms such as Twitter, Facebook,
LinkedIn, and YouTube are used by businesses in many different ways. Businesses
concerned with brand mentions will monitor conversations on the platforms and
respond when necessary. Companies interested in performance and reach will use
social media analytics to measure the success of their campaigns. Those
interested in reaching specific audiences will run ads on these sites to reach
them in the best way possible.
As mentioned, social media platforms are more effective
for reaching niche audiences than traditional marketing methods. Facebook has
2.89 billion monthly active users and Twitter has more than a billion. Social
media platforms allow companies to monitor conversations in real-time and
respond to audience concerns promptly. A good strategy for a business is to
allocate one hour a day to respond to audience concerns.
AI and machine learning are expanding the world of
digital marketing
Artificial intelligence is a growing trend that is
affecting a wide range of industries. Its use in marketing is a prime example,
with 61% of marketers saying that AI is one of the most important aspects of
data strategy. Businesses are able to predict trends and increase profitability
through AI. The power of AI is already being used in marketing, including
pay-per-click advertising. But how will it affect the world of digital
marketing?
AI uses massive databases of data about the user's
preferences to help marketers create an effective marketing strategy. It can
learn from the data a brand collects about its target consumers to determine
the best time and frequency of their future communications. Rather than
conducting a complex A/B test with multiple variables, AI uses a machine
learning model to determine the best time to send emails, the best content, and
the most effective way to deliver it. By 2020, 75% of developer teams will use
AI in at least one service or application. And by 2021, 85% of customer interactions
will be automated.
Chatbots will be a customer service standard
Using chatbots in your digital marketing strategy is a
great way to automate customer service and save operational hours. Not only
will they save time, but they will also collect valuable information from
direct messages. For example, chatbots can ask users questions, like why they
are visiting a particular page, and then share their conversation with human
customer service agents. This way, they will avoid the need for extensive research.
Furthermore, some websites have chatbots that can find qualified prospects and
collect their email addresses.
While chatbots are a promising technology, they are not
yet widely adopted by customers. According to inSegment, a digital marketing
consulting firm, the chatbot market will grow to $1.3 billion by 2024. To be a
success, companies must master the art of chatbot marketing and get the most
out of it. Customers value human interaction, so it is important to strike the
right balance.
Augmented reality will be a big part of digital
marketing in the future
While the technology is still in its infancy, it is
already proving to be a lucrative marketing tool. According to a recent survey,
61% of consumers said they preferred to buy products from retailers that
incorporate AR. This trend is already driving major changes in the retail
industry. Consumers will soon be able to experience a virtual representation of
a product before they even step foot in the store. This will not only increase
their likelihood of purchasing, but it will also allow them to interact more
deeply with the product and see how the augmented reality technology can
improve their shopping experience.
Another reason why AR is so appealing to marketers is its ability to duplicate the in-person experience online. Using AR technology, brands and retailers can present their products in a virtual way, allowing customers to try them on before buying. While AR may seem like an intriguing tech trend, it can also be used in gimmicky ways that can damage the brand's favourability with consumers
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