A look at the current trend in digital marketing shows a constant state of flux. With numerous digital marketing platforms emerging every day, marketers find it hard to keep up with the upcoming technology. It comes with limitless opportunities making it one that they cannot leave at bay, especially if they want to be ahead of the curve. They cannot wish away the emerging channels and strategies that aim at personalizing the marketing experience for more targeted searches.
The ever-changing consumer behavior further complicates the job for marketers. They have to forecast the potential shifts and convey relevant messages through the right channels if they want to reach the audience. The worst part is that companies operate within the limits of budgets hence might not be able to absorb everything that comes, but rather work on a marketing mix that serves the bare minimum in the event of change. With numerous changes so far, digital marketing is just taking shape, and more is likely to come. Nevertheless, you can make use of the most recent trends in digital marketing, which include:
E-commerce goes beyond search engines and social media platforms
Imagine searching on Facebook and buying products via messaging app. That is what Facebook messaging app gives to your business enabling you and your clients to engage seamlessly. Facebook has been on the verge of testing their search engine that is anticipated to provide stronger search capabilities in social media. Even more appealing is the launch of business on the messenger, as it will facilitate customer interactions through the app. With the new Messenger, buyers can make orders, receive notifications through instant messaging, share the purchase details without visiting the seller’s sites.
Amid a vast proliferation of social media platforms, Snapchat remains unstoppable. It is perhaps only that drew millions of digitally savvy marketers while attracting millions of videos, photos, and drawings every month. In case you have used it, snap chat is a platform allows people to record videos, take photos, write text and send to anyone on their contacts.
Before 2016, it was more of a social platform than a marketing channel, which has changed over time. The trick is the time limit and the expiration date of the advertisements. It helps develop integrated marketing campaigns that provide exclusive messages to the millennials, which is not possible through other channels.
Advertising through Instagram
The modern society thrives in visual stimulus, which is what Instagram provides in abundance. The users can post images, videos as well as photos that highlight life experiences. At first, it featured personal engagements, but only took a short while before attracting the corporate world for marketing. The channel provides paid advertising opportunities through several partners such as brand networks, Nanigans, 4C, Ampush, Salesforce marketing cloud and Kenshoo among others.
While they were not available for every marketer, they are slowly becoming accessible for all advertisers. If you have not yet engaged, you would rather start preparing and keep the begin thinking of creative ways to promote the brands on Instagram. You can choose between carousal ads that entail multiple pages or the 30-second videos. Whichever the way, you cannot wish away the marketing potential.
Pay-per-click changing the advertising
With the expose of identity-based PPC marketing, AdWords has given the much-needed reprieve to the digital marketers. You do not have to roll out mass campaigns while you could target specific people through ads based on the personal contacts and email addresses. The ability to send direct content and ads to clients helps answer specific queries that influence the purchase decisions.
Ideally, the tools present content to the consumers in the way the need it, and in most cases, serve what the readers want. While it might not create virality of your content online, it helps facilitate the process. It makes your content attractive to a much-targeted crowd, which could trigger sharing on social media platforms.
By 2015, mobile traffic had exceeded in the world’s tech countries. A device finds the higher application at personal and business levels. A recent poll shows more than 61% of the users have optimized marketing campaigns for mobile devices, with about 27% planning to integrate. Think about specific marketing campaign versions for mobile gadgets that convey the messages in shorter yet attractive forms. It helps time the campaigns when the potential users are using the devices to enhance fast responses.
You could consider tailoring your communication to match different times and operating systems. With mobile gadgets in place, the next catch would be the wearable technology, hence the need to extend the target beyond mobile and desktops. According to an expert estimation, the vendors are likely to ship about 168 million wearable devices, making it another front.
In conclusion, digital marketing leans towards personalizing the customer experience for the target market. It is based on the fact that customer needs vary, hence the invention of dynamic yet personalized ways to target the various groups. You can adopt effective customization tactics that focus on proven customer trends. They include weather-based messages, localized content, personalized images, and web scrapes.