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FUTURE OF DIGITAL MARKETING

Posted on November 23, 2021

Mention digital marketing and you are constantly reminded of the changes that
happen every day in this industry. We have crossed six months into 2021, and in
this Covid-19 crisis, digital marketers are on the constant lookout for new
strategies, tactics to gain customers for their customer’s products and
services. As per industry experts, 2021 is the year when the industry removes
the dead dud marketing strategies and embraces new technologies to approach
customers and boost sales. This article on “Future of Digital Marketing?” throws
more light on the concepts.

Digital Marketing in the Future

A. Shoppable Posts

The Covid-19 pandemic has brought the never-before problems of social distancing
and lockdowns in many parts of the globe. With customers on the lookout of
easier ways to shop, digital marketers thought of the brilliant concept of
Shoppable posts. So, when a customer browses a social media platform, he/she
comes across a shoppable post (product/service) with the link given in the bio.
The customer finds it easy to tap and buy the product or opt for the service.
For example: the Clothing brand, Anthropologie uses the same technique to
attract customers. Many brands are soon to follow the cue and shoppable posts
will become the future of digital marketing strategies to boost marketing
campaigns.

B. Programmatic Advertising

The marketing team finds it difficult to place advertisements on all channels
that give valuable information regarding products/services frequented by the
target audience. Programmatic advertising solves this challenge as it offers
customers personalized advertisements on their favourite channels at specific
places based on their interests/behaviour. Companies that make use of
programmatic advertising are – Expedia (tourism), BuildDirect (Home Improvement)
and AirAsia (airlines). Programmatic advertising can be called the future of
Digital Marketing, as it focuses on the Share of Attention of customers and can
make way for the best advertising campaign. Yes, did we forget to inform you
that it gives the best ROI?

C. Interactive Content

Digital Marketing experts are always on their toes to retain the loyal customers
of their company, by various methods. The idea is to make customers not only
shop but also interact via polls, online quizzes, signing for gift vouchers, and
more. Yes, digital marketers will face a hard time creating content not only in
words but also in web design. The website as well the social media posts should
not only interest the target audience but also outsmart the competition. They
also have to take care that the content matches the brand and objective of their
organization.

D. Voice Search

There was a time when customers who opted for purchases on E-Commerce websites
were above 25 years of age. Cut to the present, even children and teenagers have
become regular customers of online shopping offers. And, they purchase a product
or opt for service via the Voice Search method. With IoT-enabled apartments
becoming famous with households, content managers along with the digital
marketing team have their hands full in making the website/product content
optimized for voice-friendly requests by digital assistants for the future. They
need to focus on long-tail keywords, and also need to have deep knowledge of the
target audience.

E. Influencer Marketing

The concept of Influencer Marketing is not new, as movie stars endorsed
products/services in radio and television since the 1940s. However, the name
“influencer marketing” stands apart. An individual with a huge following in
social media platforms (for example, Instagram) is approached by brands to
market products. But there are challenges, as the general public has become
aware of the multinational corporations signing these influencers for large pay
checks. So, there is corporate distrust, and the target audience makes a
decision based on the influencer’s credibility. This concept will stay grounded
and will play a vital role in the digital marketing field.

Conclusion

True, there are other technologies that play a prominent role in digital
marketing such as Augmented Reality, Virtual Reality, Artificial Intelligence,
Chatbots and more, but we have focused on only the other four in this article.
Digital marketers in the years to come will have to successfully include the
emerging technologies in their strategies. This is to not only reach the target
audience with precision, but also outsmart the competitors.

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Tags:Digital, Future, Marketing


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