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As time goes one, industries evolve, and the digital marketing industry is no exception.
There has already been significant developments and new trends in the industry, but the transformation of the digital marketing platform is nowhere near its end. Here are five ways you’ll continue to see digital marketing change over the next few years.
The use of social media is rising dramatically, and every new social media app has some sort of marketing option for businesses. Facebook and Instagram have sponsored ads. Snapchat allows users to follow brands they love, and that’s only the beginning.
You’ve probably already seen sponsored social media posts from social media influencers. A company will pay the influencer to showcase one of their products or services. For example, Audible is popular in several videos of YouTubers. This will only continue to grow. As there become more social media influencers, target markets become more specialized.
Think about it. You’re following your favorite influencer or celebrity, and they’re using a new brand of hygiene products they love. Viewers will think, “If they love it, and I love them, it’s worth trying.” Millennials and Gen Z-ers are more likely to buy a product from someone they look up to than a billboard they see while driving down the highway.
Search Engine Optimization
Search Engine Optimization (SEO) is nothing new, but what is new is the use of it in every aspect of digital marketing online. Businesses lean on quality SEO to show up high in search engine results. Many companies will hire SEO consulting services to redesign their website to get more hits in search results. The higher you place in a Google search, the more people will click on your site link.
SEO is also crucial to blogging. More companies are moving towards having a staff to write blogs and articles that have strong SEO keywords. When you have multiple pages on your site, that means you’ll have more hits in search results.
As Siri, Alexa, and other artificial intelligence devices gain more popularity, voice search is the next big step when it comes to hits on business sites. Having a site that includes high-quality voice SEO equals even more visits to your website.
Each year, the number of mobile searches that are conducted goes up, and so does the number of mobile voice searches. If your site doesn’t have this feature, it’s time to add it now, or you risk never showing up in Siri’s search results. Don’t be the last business with strong SEO on your website and no voice SEO to drive more traffic to your pages.
Only a few years ago, every website’s landing page looking the same to each of its visitors. Now, each landing page can be customized for each visitor. The use of artificial intelligence (AI) is creating unique, customized experiences that keep users engaged because it’s targeting what they look most. For example, Amazon uses browsing and purchase history to make personalized recommendations each time you log in to your Amazon account.
On the email side, subscribers to newsletters from various companies will receive custom emails rather than the same generic newsletter everyone else. Spotify already notices that you listen to particular artists often, so you are sure to receive an email when those artists release new music. The ability to save your preferences within any account or have AI bots notice individual user trends allows digital marketers to send news that properly engages their customer base individually for more retention and sales.