In the last few years, digital marketing has become a must for any business or brand trying to establish themselves online. The number of digital marketing platforms and tools have multiplied, making it easy for businesses of all sizes to get started. However, despite the multitude of options available, it’s still extremely difficult to understand what will be effective in the future.

1. Adaptive Web Design

With so much change and competition, it’s essential that websites adapt to whatever the users want. Adaptive web design (AWD) allows a business to alter the layout and style of a site depending on the screen size of the visitor. This feature is especially beneficial for e-commerce stores as it allows the site to fit seamlessly into mobile phones’ tiny screens while maintaining a pleasing aesthetic on larger devices.

The best part of AWD is that the changes are seamless. The website will adjust itself depending on the screen size of the visitor, without affecting the content. So if someone visits the site on their mobile phone, all the elements will fit perfectly into an adapted format.

This feature is not new. In fact, almost all major e-commerce platforms, including Shopify, utilize AWD to provide an optimal experience for users on different devices. However, with the growth of mobile traffic and how important a part of a business’s digital strategy mobile apps are becoming, more companies are realizing the benefits of AWD. In the future, if a person visits your site on a mobile device, they will see a mobile-optimized version of the site.

2. Personalized Learning

Education is one of the main focuses of any company trying to establish themselves online. Customers trust businesses that provide them with valuable information and assistance, especially when it comes to purchasing a product or service.

But how can a business provide customers with personalized information if they don’t know what the customer is looking for? One solution is to use online tutors or educational courses to provide customers with the information they need. With personalized learning, you can create educational content that is specifically tailored to each individual’s needs. So rather than presenting customers with general information about the product or service, you can provide them with information that pertains to what they are searching for. For example, if a customer is looking for a new laptop and you know they like gaming, you can offer them specific educational content about laptops and game optimization. As a result, the customer will feel that your knowledge and assistance is specifically tailored to their needs, rather than just the general category of laptops.

3. Video Content

Thanks to the COVID-19 pandemic, many people have become accustomed to staying at home and spending time online. One of the main reasons people are staying at home is to avoid potential exposure to COVID-19. As a result, more and more people are turning to online video content to help them avoid boredom and stay informed.

According to HubSpot Blogs research, video is one of the five most popular content types among consumers. Moreover, video is frequently used in e-commerce marketing, especially when it comes to shopping for products online. Why? Videos often allow customers to see the product in action, as well as discover any flaws before purchasing the item.

Due to its many advantages, video content is sure to become even more popular in digital marketing in the future. It is frequently used as part of a social media strategy, and many large companies and brands have realized the benefits of video content.

4. Mobile First

With the rise of mobile phones and mobile usage, websites need to be optimised for mobile devices. If someone visits your website on a smartphone or tablet, the layout and style of the website will be altered to fit the screen size.

To avoid any unpleasant surprises once a customer has visited your site on a mobile device, it is essential that you check it from a mobile phone or tablet. You don’t want to suddenly discover that a portion of the website is missing or difficult to reach because of insufficient screen real estate. Mobile first is used to describe a website’s design when first tested on a mobile phone. If someone visits your site on a desktop computer or tablet, the layout and design will be adapted to fit the screen size.

The advantages of mobile first are countless. You can start by reducing the site’s load time, because fewer pixels mean faster page loads and, thus, an improved user experience. After that, you can use the space creatively by placing important information or calls to action (CTAs) at the top of the page rather than the side.

The growth of mobile usage and the number of mobile phones and tablets makes it essential that businesses take mobile first into consideration when planning their website. If someone visits your site on a mobile device, the layout will be different than if they visit it on a laptop or desktop computer. However, as long as you take the time to make sure that each part of the site works well on small devices and that nothing is missing or difficult to access, you will provide your customers with an excellent experience.

5. AI, Machine Learning, and Chatbots

In the last few years, chatbots have become a hot topic in marketing and business. Chatbots are software applications that enable human-like conversations with customers via text messaging, email, or even social media.

One of the leading businesses in AI and chatbot training, conversational commerce, and integration, Flowtown, explains that while most people think of chatbots as being used for fun or as a novelty, businesses should actually be using them to provide value and create new revenue streams.

“Fun” chatbots that engage with users are a great way to increase your online marketing presence. However, if you want to gain real business value from chatbots, you must integrate them into your strategic marketing plans. Integrating a fun chatbot with your existing e-commerce store or social media accounts would be perfect for attracting, engaging, and converting potential customers. Additionally, many businesses are using chatbots to allow customers to have live conversations with salespeople and find answers to their questions.

Although still in its early days, chatbots are here to stay. Not only are businesses starting to use them to capture leads and increase revenue, but consumers are also using them to get information or make purchases. In the near future, AI and chatbots will play an important role in every aspect of marketing, especially online marketing.