As the world continues to go online, digital marketers need to be savvier than ever. In the past, it might have been enough to simply post a Google or Facebook ad and wait for the leads to come. But today, things are much more complex. Markets are more segmented than ever, and to be successful you must respond with highly-specific, target campaigns.
To do this, you need to always be looking forward. You need to study current trends and understand what they mean for the future, and then you need to adjust your strategy to align better with what’s happening in the world. These stats below are the future, and they will change the way you market online.
1. Big Data
87% of marketers consider data to be their organizations’ most underutilized asset. (Skyword)
Big data is more than just a modern buzz word. Technically speaking, it’s any large data set that helps reveal patterns, trends, and associations, usually related to human behavior. In simpler terms, big data is how marketers make smart predictions about the future of business, technology, and customers.
How is big data changing digital marketing? It’s encouraging more businesses, big and small, to use the information they have about customers, sales data, and leading studies to better serve their users. It’s being used to find out what customers want and need so that you can create better market research and more targeted campaigns.
So, if you’re not using Big data to plan your campaigns, know that you’re missing out on a tremendous opportunity to be more effective.
2. Video Marketing
50% of people watch videos or product demos before making the decision to buy something.(Broadband Search)
The video is a powerful marketing tool. It stops users mid-scroll, it provides a platform for building trust face-to-face, and it has the potential to be highly educational. However, it’s often not used as much as it should be. The number listed above could be much higher if there were more videos out there people could use to make a purchase. It’s true video production can be expensive, but the impact a good video can have on sales is often too meaningful to ignore.
3. Mobile Marketing
In 2018, over 52% of all traffic worldwide was done on mobile phones, up 2% from 2017.
If your online content isn’t mobile-friendly by now, it’s not too late. With Google’s recent update, it’s clear mobile-first is here to stay. Websites that are optimized for all screen sizes will perform better in search engines, and they’ll also appeal to a wider range of customers.
Marketing in 2019 is about user experience. Users expect websites and digital content to be designed with smartphone screens in mind. But what does it mean to create mobile-friendly content and websites? Mainly, content needs to be created to stop social media scrollers in their tracks (see video marketing above) while still being easy to read/view no matter the screen size.
By 2020, chatbots should take over 85% of customer service interactions.(Gartner)
When customers have questions, they expect them to be answered quickly. Of course, it’s not always possible to have customer service reps available 24/7, especially for smaller companies. Chatbots are the solution we’ve been waiting for, and they’re already growing in popularity.
From Facebook Messenger chatbots to on-page chatbots, this is the ideal way to address simple customer questions quickly. Chatbots don’t take holidays off, they’re available at all hours, and they’re highly customizable. When properly implemented, they can be the difference between an abandoned cart and a paying customer.
5. Influencer Marketing
84% of marketers think measuring ROI is essential to the future success of influencer marketing. (Marketing Charts)
Influencer marketing has proven to be a highly effective way of reaching your target audience. However, for it to work, you need to measure it. Too many influencers promise things they can’t deliver, so if you’re working with influencers or considering it, it’s time to figure out how to track progress and determine what you’re actually getting from your investment.
6. Voice Search
60% of people have started to use voice search within the past year.(MindMeld)
“Hey Google, why is voice search so popular?” Voice search is the new normal, and it’s changing the way people interact with search engines. In-home smart assistants like Amazon’s Alexa, Apple’s Siri, and Google’s Smarthome are becoming more common, and this means big changes for SEO.
Voice search keywords are different than “traditional” keywords. When users speak to their intelligent devices, they speak conversationally and in complete sentences. Questions like, “Alexa, how do I fix my washing machine” or “Hey Google, what’s the best coffee shop nearby?” are more common than short phrases. As a result, websites and the marketers who run them will need to adapt to include keywords built for voice search.
Retargeting can boost your ad response by up to 400%.(AdReady)
Users are savvier than ever. They’re unlikely to make a purchase or choose a service after only being exposed to your business once, which is why it’s so important to be persistent. In fact, retargeting is becoming a normal part of the customer journey—people are expecting to hear from you again and again—and marketers need to take this isn’t account when creating sales funnels.
What Can We Learn from These Statistics?
The main takeaway from these statistics above is that the internet has changed and continues to transform. As a marketer, this means you need to be ready and willing to change constantly. What works today might not tomorrow. Stay on top of the trends and be ready to adapt. Only the most agile will survive.
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