Technology is moving at such a quick pace that devices, occupations, and even forms of social media were not present 10-15 years ago. What does that mean for digital marketing? In order to keep up with the upcoming trends of technology, companies must be open-minded to change and be prepared for when it comes.
The recent rise of voice search capabilities through Apple, Amazon, and Google devices will be essential to any digital marketing strategy. Over 25% of Americans use a voice-activated speaker to order products, conduct searches, or control a light bulb. Digital marketers can leverage this to make the ordering process seamless and to configure websites to use voice-activated searches.
More notable technological trends are Augmented Reality (AR) and Virtual Reality (VR), especially in e-commerce. These AR and VR services makes shopping more immersive with the ability to shop for an item and see how it looks in a room before buying it. Another trend gaining popularity is the visual search using pictures. Instead of typing keywords into a search engine, people may soon have the ability to upload a photo and get search results. Along with technology, social media will play a big part in shaping digital marketing.
Social media can act as a springboard for making a purchase from a post. When the post is clicked on, the price for the item appears and then the user completes the purchase on another website. Apps such as Facebook Messenger, WeChat, and WhatsApp can provide a bridge for the consumer and the company to “meet” and discuss a product or service. Social media stories featured on Snapchat, Instagram, and Facebook merge companies with a younger demographic. Other trends in digital marketing focus on making advertisement more appealing to the consumer.
To avoid generic marketing aimed at the general public, companies will have to become creative in their approach. Interactive content that engages the consumer will have a lasting effect and is less likely to be ignored. This comes in the form of quizzes and original, sharable content. A unique quiz that can be shared among family and friends will only increase visibility for the business. Furthermore, personalizing marketing tactics would be helpful to make the product or service more appealing. Taking the time to create email blasts that target certain demographics will be a better investment than making one that does not apply to them.
Engaging the customer with the product or service will be the key in 2020 and beyond. Social media will continue to dominate digital marketing because it can raise brand awareness and link companies to consumers like never before. Technology may create shifts in the future, but staying on top of trends will ensure the long-term success of businesses.
