We all know that the internet has considerably impacted our everyday life. It has revolutionized how we communicate, improved job prospects, and provided us with the quickest access to information.
Most importantly, the internet has shaped how we perceive, interact, and connect to the world around us.
Did you know that there are over 4 billion people who use the internet?
Take a second to absorb that information…
In that ONE second, 11 new people have just started to use the internet. Wait another second and 11 more people have begun.
The number of people who interact with the internet is rapidly increasing, providing the digital world with more power to shape our lives.
Enter digital marketing! Defined by Disruptive Advertising as a key component of marketing that utilizes the internet and online software, digital marketing is used to introduce people to a company and convince them to make a purchase.
Currently, there are many forms of digital marketing, such as through email, pay-per-click advertising, affiliate programs, search engine optimization (SEO), social media, and blogging.
Both business-to-consumer and business-to-business companies can take advantage of different strategies, ultimately leveraging digital marketing to expand their reach.
As the COVID-19 global pandemic has forced people to quarantine at home, the digital world has accelerated. Whether it’s the closure of brick and mortar businesses, a lack of employment opportunities, or just plain boredom, consumers are being influenced by everything they see online.
This jumpstart of digital marketing this year caused by COVID-19 is a preview of the future of this industry.
Let’s take a look at some of the ways digital marketing will change over the next decade.
1: DVR? Recordings Are A Thing Of The Past!
With COVID-19 restricting people to their homes, the number of people online has significantly increased. Specifically, people have been watching more and more live streams to pass their time.
As Single Grain emphasizes, live videos are an amazing way to show interviews, product demos, and behind-the-scenes glimpses of the brand, such as life in the office, how products are made, company events, etc.
But why not just watch regular videos at home?
Live streams are somewhat special and bound to increase in the 2020s because they are so much more engaging compared to a passive video.
A live stream, broadcasted on Instagram, Facebook, or LinkedIn, gives the audience the feeling that they are part of the show. This is because they can directly influence the content by talking in the comments, liking comments, and asking questions as the stream occurs.
Now more than ever, people want to feel as if they are part of something while social distancing at home. As the year continues, “lockdown” live streams are going to play an essential role in how people acquire information about various products, trends, and more.
Additionally, research has shown that short videos are the best way to show products as consumers pay the most attention to them. With that being said, it is evident that live streams are the perfect place for businesses and influencers to share information as they have a captivated, real-time audience.
This HubSpot visual provides a clear example of the evolving consumer trend.
2: Question? We Have An Answer!
Digital marketing will definitely become more conversational in the 2020s. According to statistics, when consumers have a question, 88% of consumers want a response. This shows that a significant portion of us want to have our questions immediately answered before purchasing a product or booking a vacation.
Conversational marketing allows website users to have a live chat with people who can answer their questions and offer support instantaneously.
The convenience of being able to express your concerns without having to call a 1-800 number and wait on hold or look through product reviews to gather information enhances user experience as it accelerates engagement and builds loyalty.
It is also a much more personable approach to providing customers with information. The conversations take context into consideration and it happens in customer-time, even if it’s a 9 pm conversation after a late dinner.
Not only does conversational marketing benefit the customer, but it provides advantages to businesses too!
Conversations can be used to gain valuable insight into consumer’s preferences, frequent questions, and even the times of day that people interact with their content.
Since more people have begun to favour information that is delivered in this way, conversational marketing will definitely alter digital marketing as we know it! Who wouldn’t want a shop-assistant that is available 24/7 to answer your questions?
3: Did Someone Say Robots?
Over the past few years, we have seen incredible advancements in Artificial Intelligence (AI). The number of businesses using AI technology in their marketing efforts continues to increase.
I’m sure you’ve heard of some of these recently popular smart speakers…
In fact, one-quarter of US households already own one of these voice-activated devices. According to Google, 20% of searches in 2020 so far are driven by voice. These statistics are only going to increase over the next few years.
Brands like Patròn are taking advantage of the opportunities in voice search advertising. Check out this video using a digital assistant to see the initiative in action.
Furthermore, AI technology and Big Data are allowing advertisers to learn more about their audiences, ultimately improving customer experiences.
Chatbots are also appearing on websites now more than ever, with the intention of providing visitors with a human-like approach.
All of the information collected through these software programs will continuously enhance digital marketing strategies.
Therefore, many new digital marketing strategies are going to unfold and become much more prevalent in the 2020s.
Where Does This Leave Us?
As companies aim to capture the attention of users, it is safe to say that digital marketing is going to accelerate as consumers’ engagement with the online-world grows.
Live videos, conversational marketing, and artificial intelligence are highly influential advancements that are already beginning to alter the way users interact with the world around them.
Global pandemic or not, digital marketing is evolving at speeds faster than we keep up with!
The next decade is going to revolutionize the digital marketing environment.
This article topic was inspired by The Melissa Weekes Business & Marketing Excellence Scholarship program at SociallyInfused Media (sociallyinfused.com).