The Evolution Of Digital Marketing
The world of digital marketing is ever evolving. New technologies emerge, triggering new ways of doing things. Marketing budgets steadily rise, and businesses evolve to stay relevant in a quickly changing world. The following are just a few of the changes we’ve seen in 2019.
1. Virtual Reality And Augmented Reality Take Off
It was one thing to try out a prototype of virtual reality (VR) and augmented reality (AR) and another thing entirely to see them become mainstream. The technology is still evolving, but the trend is clear: if you aren’t prepared to experiment with VR/AR, you’re likely to fall behind. The tools are free and easy to implement, and the potential applications are endless.
2. Personalized Marketing
Marketing is evolving along with digital technology. In 2019, we saw the rise of personalized marketing, where brands engage with consumers based on their data, behaviors, and geography. Thanks to advances in AI, the potential for personalized marketing is incredibly high, and marketers should be taking advantage of it. However, implementing personalized marketing is no easy feat. It involves having a good handle on consumer data, marketing automation software, and geographically relevant targeting.
3. Content Creation Still Rules
While virtual reality and augmented reality take off, content creation for digital marketing becomes even more important. When someone consumes your content (i.e. likes a post on your Facebook page), that’s marketing success. However, creating good content for the web is different than creating content for an app, and it involves knowing what resonates with your target audience. Platforms like HubSpot have emerged, making it easier for marketers to create content on various channels, such as Facebook, Twitter, and YouTube. With a little effort, anyone can become an effective content creator.
4. Marketing Automation
Marketing automation tools like HubSpot, Marketo, and Pardot have made it easy for marketers to manage all of the above, combining communications, web analytics, and social media into one platform. These solutions make it easier for businesses to operate 24/7 while improving customer service and increasing productivity. The sky is the limit.
5. Video Content, Not Still Images, Rules The News
It wasn’t that long ago that video content meant simply shooting someone talking, with maybe some occasional visuals thrown in. Times have changed. Video content has evolved into an indispensable part of any digital marketing strategy. Thanks to platforms like Zoom, Teams, Facebook, and YouTube, it’s easier than ever to create and share a video to engage with consumers.
Consumers are consuming video content on their phones, laptops, and tablets. Thanks to platforms like YouTube, Facebook, and TikTok, video content is accessible to anyone and embeddable on any website or social media channel.
The video content ecosystem is changing, and businesses need to change with it. If your competitors are engaging with their customers with video content, you’re going to have trouble getting people to engage with you. One of the best ways to stand out is with animated viral videos that get people talking and sharing.
6. Influencer Marketing
The world of influencer marketing is evolving, too. Thanks to platforms like TikTok, Instagram, and YouTube, influencers can gain a large audience with relatively little effort.
In 2019, we saw the rise of content creators (also known as influencers) who focus on educating as well as entertaining their audience. While we love a good laugh, we also need to know what an influencer can teach us about fashion, style, and beauty. With that in mind, influencers are creating educational content to help their audience grow and develop. In the future, we’ll see even more influencers combining entertainment and eduction.
7. From SEO To Content To Email Marketing
In 2019, we began to see the next phase of digital marketing emerge: content marketing, inbound marketing, and email marketing. These are all channels that help businesses gain trust and credibility with potential customers. Thanks to platforms like HubSpot, content creators can target certain groups of people based on their interests and hobbies.
The idea behind content marketing is to create valuable, engaging content that draws in and keeps attention for the target audience. This content is specifically designed to draw in and engage with the audience, typically using familiar language and stories that they can relate to.
Thanks to platforms like HubSpot and Marketo, inbound marketing focuses on the five steps to effective marketing: attracting, engaging, connecting, building, and maintaining a relationship. Inbound marketing emerged as a response to and combination of the theory and practice of marketing. Marketers need to understand consumer interests, behaviors, and goals to grow and maintain a relationship.
Email marketing emerged as the fasted growing channel, with over 1.7 billion worldwide records set in 2019. Marketers are using email to connect with potential customers, promote products, and deliver offers.
So, as you can see, digital marketing is ever-changing and evolving along with the times. What will be the next big thing?