Digital Marketing Trends 2019
We love reviewing innovation in Digital Marketing. It’s interesting to see latest trends in the technology sector. As we know the world is moving, and technology is taking the lead. Today, everything is going digital entertainment, shopping, health, real estate, banking. This is, however, understandable.
With everything turning to digital, it means companies are also jumping online to market their businesses. And to survive the challenges of digital marketing, brands need to keep up with the latest trends. Successfully reaching one’s target audience is no longer just putting out TV and print ads. These days, social media is the new arena of digital marketers, as 3.3 billion people are active social media users.
- Interactive Chatbots
We know the idea of chatbots can be a little intimidating. After all, while some robots warm our hearts others–well, they kind of freak us out.
But the truth is, robots aren’t here to take over the world. They’re here to make life easier.
Chatbots have been around for some time now. The technology, which combines the use of text, voice and messaging to converse directly with consumers, has been used longer than virtual reality. But this year, it’s taking the spotlight.
According to a 2017 report by Grand View Research, the global chatbot market is estimated to see a compound annual growth rate of 24.3% and is projected to reach $1.25 billion by 2025. In 2017, LivePerson conducted a survey of 5,000 consumers based in six countries and found that 67% of those surveyed are using chatbots for customer support. Furthermore, 38% had positive feedback, and only 11% registered negative reactions to the technology.
Messaging applications such as Facebook Messenger and WhatsApp, Telegram, Insta messenger also make use of messenger bots that are customized to push out products and services. They do this not only by promoting the brands, but also providing the potential user a personalized customer service experience.
The main reason why this technology is so successful is likely that it answers the consumers’ need for information quickly and accurately. Chatbots can also collect data about their users, which feeds into improving interaction with them.
Chatbots are programs built to automatically engage with received messages. Chatbots can be programmed to respond the same way each time, to respond differently to messages containing certain keywords and even to use machine learning to adapt their responses to fit the situation.
Marketers should consider where to use chatbots. For example, businesses with greater Instagram or Facebook engagement may want to incorporate a chatbot in their Facebook Messenger; those who have more website traffic may benefit more from website chatbots.
Nonetheless, the tech not only provides a more efficient and responsive way to deal with customers; it is also more cost-effective than hiring customer relations staff.
- Voice Search
The way people search for information online is changing. Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the internet. Siri is your best friend if you’re using an Apple device, Google voice search is popular on Android devices and Microsoft’s Cortana is useful on your PC and smartphone using their app. In the U.S. alone, the use of voice assistants is expected to grow by 128.9% in 2018, compared to 2017. That’s a total of 35.6 million Americans using the service at least once a month.
While the growth is positive, it is a big challenge for businesses as well. Unlike the usual online searches with pages upon pages of results, voice searches will only give the top, most related answer to a query. Businesses want to be that one result that matches a user’s voice query.
How to optimize for voice search
If you haven’t claimed your Google My Business listing yet, what are you waiting for? It’s time! Claiming and optimizing Google My Business is a great way for Google to find out more information about your business, like the category of business you’re in, your address, phone number, business hours and more.
Since many voice searches are local in nature, having your Google My Business listing claimed and up-to-date can help increase your chances of showing up when a voice search is done pertaining to your local business, location or business category.
Conversational keywords: Now keywords are no longer just keywords. Keywords in the voice search world are long-tail+. The “plus” refers to the conversational phrases that you need to add when optimizing for conversational voice search.
Your keyword strategy must now be more conversational in nature and mimic how real people talk and ask questions verbally. Start thinking about the types of questions you get when customers call you on the phone to ask questions about your business, then start documenting and recording the exact words they use when they talk to your customer service representatives.
Use structured data markup (applying the correct schemas) to give these voice search devices even more information about your site and content. Structured data markup fromschema.org is crucial for your site, as it defines more specific information and makes it easier for search engines to accurately parse your content and understand its context. Voice search is not going away. It’s time SEOs start optimizing their sites for this brave new world of voice search — so they’re not left behind.
- Integrating AI
Technological advancements have always helped businesses by creating new opportunities for reaching customers. One of greatest technologies of our time is Artificial Intelligence (AI) which is creating quite the buzz in the digital space. Given its potential for storytelling and marketing, Artificial Intelligence in B2B sales and marketing is here to transform the way people interact with brands, information and services.
The world of B2B marketing and its future is poised to be touched by Artificial Intelligence. A good handful of enterprise giants dread the idea of full automation of marketing movements through smart AI technology, however, measuring the effect of AI-powered robots in many customer service industries, one can affirm that understanding customer nuance will not be entirely manual or managed by human power alone.
This blog takes a deeper look into how Artificial Intelligence in marketing is doing and how effectively AI scales up B2B businesses sales and marketing in today’s scenario. Let’s first start with the trendy wave of digital marketing slowly integrating with the machine learning power of AI.
Technology has allowed marketers to track where their ads are placed and ensure that real consumers, rather than automated bots, are clicking on their ads. This makes customer engagement data more reliable and makes sure brands’ marketing assets are not being put to waste.
Consumers can also benefit from the transparent nature of blockchain technology, as it gives them more control over how their personal data should be used by advertisers. When consumer trust increases, the likelihood of them sharing personal information also surges. This helps marketers and companies to know them better.
There are a few game-changing services that can help marketers effectively track marketing efforts through blockchain, making sure that every penny is being put where it’s supposed to go. While this would mean additional expenses, the return on investment makes it worth the extra dollars by making sure every ad reaches the target audience.
- Influencer Marketing
In today’s world, where social media is ubiquitous, people tend to gravitate toward experiences that are authentic and real. And potential customers are more likely to believe a real person over an advertisement about how good a certain product or brand is. This is where influencers come in. Research shows that, approximately 70% of US citizens prefer to shop online. Additionally, total revenue generation from online ads has exceeded that of TV, desktop and newspaper ads.
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