2019 is almost history. 2020 is en route. Data is booming - and, consequently, so is data privacy. Artificial Intelligence (A.I.) continues to be refined and developed, leading to further optimization of online platforms. Customer expectations are through the roof. Disruptive tech is shaking up the way companies approach marketing campaigns. And content is still king.
With the new decade on the horizon, it’s imperative to keep your finger on the pulse of prominent digital marketing trends that are expected to continue to shape and transform the industry.
The Growth of Chatbots
Chatbots aren’t a novelty but they’re being implemented more effectively to support the customer experience - thanks to Artificial Intelligence. Chatbots have become a more sophisticated feature that companies can use to bolster their online platforms.
Communication between chatbots and customers has become more natural and dynamic, and ensures the customer has a reliable resource on hand 24/7. Chatbots can answer customer questions immediately - reducing wait times and delays in the sale process.
Although Virtual Reality has gotten more viral attention, more and more companies are incorporating Augmented Reality (AR) into their marketing efforts and user experiences. Why? AR is far more accessible.
AR has been a marketing tool for years (e.g. Pepsi’s experiment with a bus shelter back in 2014) - but still commands shock value. More recent examples demonstrate AR’s functionality. Home Depot’s and IKEA’s mobile apps allow you to “try before you buy” - helping you envision how products would look in your home from the convenience of your phone. Sephora’s app allows customers to preview makeup products on their face with their phone’s camera.
AR is still being improved upon - expect it to continue to evolve and impact marketing techniques and the user experience.
Generic advertising and product/service offerings have become largely ineffective. Personalized marketing is the new normal. Consumers expect a personalized, custom-tailored experience - whether that’s online or in person. Consumers are far more likely to be engaged and to make purchases if they feel that your business is connecting with them.
There are several avenues your company can take to implement personalization, including segmented email lists and complementary offerings based on browsing/purchase history.
Data collection and analysis play a critical role when it comes to personalization. Data taken from purchase/browsing history, surveys, reviews, feedback, etc. is becoming more and more valuable.
Think back to the speeches, presentations and lectures you’ve attended. Which ones made you feel engaged? Which ones are the most memorable? Most likely, they were interactive… and the presenter asked questions and conversed with the audience.
Customer engagement is a top priority. Diversified content is the best approach to keeping your customer base interested and coming back for more.
Interactive content - such as quizzes, polls, AR, etc. - is growing in popularity and a powerful complement to infographics, articles, and videos.
If you’re looking to increase online traffic and retention, consider mixing up your content offerings.