5 Trends That Will Dominate Your Digital Marketing
The new year just getting started, this is the perfect time to make a point on changes in recent months. The first progress can be observed in digital marketing is that it is constantly unbreakable by the growth of technology and science. Human judgment is now supported by data of all kinds. The year of 2018 has been rich in the news in many areas, but here's what 2019.
1 - Emphasis on video ads
The video is not something new on the internet, but the use
of this format for advertising purposes will become more and more common.
Indeed, this format offers a unique way to capture attention quickly and
communicate a message effectively. A video is able to entertain and slot in an
audience through a story, colors, sound, and music. This format also allows civilizing
a company with one (or more) face on a brand that promotes allegiance and
establishes a relationship of trust. Whatever its business purpose, the video
is a particularly elastic format that opens the door to many possibilities in
terms of marketing. Sites specializing in the diffusion of videos like YouTube,
Daily Motion, search engines such as Google, Bing, or even social platforms
such as Facebook, Integra gram already offer to create advertisements in a
video format. Yahoo even offers the possibility to run video ads directly into
the search results. In recent months, we saw a significant improvement in the
advertising tools dedicated to video format. This is a clear sign that the video
is a format that works perfectly for advertising purposes. More important,
Google has recently incorporated video content to its search algorithms. This
is a significant step forward both for users and advertisers.
2 - Reinforcement of the Mobile Format
The use of the mobile will continue his ascension. The year
2018 was a period hinge for mobile which is no longer considered a
"secondary" screen. A few months ago, Google announced that mobile
traffic has now surpassed that on Desktop. The Californian giant has integrated
this new reality in its search algorithms. All content that is not optimized
for mobile will now be penalized by search engines. If actors of the web like
Google or Facebook expect as much on this format, this means that mobile is a
future format that aims to continue. All platforms combined, the share of
revenues generated by mobile is constantly growing. This should become a major
priority for all web professionals. More broadly, the time spent on smartphones
is becoming more and more important and it would be a mistake to ignore this
reality. That is why that should push the professionals to integrate this new tendency
early in their planning.
The growth of the mobile does not, however, mean that the
desktop is failing. Traffic on a desktop is changing less quickly than the
mobile. The challenge will be to implement mobile marketing strategies while
adopting a balancing approach for the desktop format. There is a good chance
that this trend continues in 2016. It seems clear to advertisers to focus on
this format.
3. Emergence Of Automation
Many tools allowing the automation of certain tasks have
appeared in recent years. mechanization approaches are most possible marketing
actions on the web:
1-Send emails
2-Publish on social media
3-Segment contacts
3-Manage the content
4-Adjust advertising campaigns
5-Implement techniques of "nurturing"
2-Publish on social media
3-Segment contacts
3-Manage the content
4-Adjust advertising campaigns
5-Implement techniques of "nurturing"
All of these tasks can now be programmed and automated.
Thus, these tools allow web professionals to better focus on the content they
want to deliver. The marketing effectiveness is maximum when the message is
customized. The strength of these automation tools is that they can deliver a
single message to a large audience, all without human intervention. Businesses
are able to implement the most effective marketing funnel. At the same time,
they are able to react more quickly, save time and increase productivity. The
year 2017 has been a user of these tools, it is likely that this occurrence is
accentuated in 2017. If this is not already the case, it is vital to have the
right tools.
4 - Development of Augmented Reality
The concept of "greater than before reality" has
been in fashion in 2017. Many objects and accessories that use this technology
have also emerged these past few months. Many companies are currently
interested in this technology. Of the major players in the industry have
announced the upcoming release of objects and devices ready with functions
related to augmented reality. Today, the use of this technology is mainly in
the area of entertainment and video games. However, with its application
Cardboard, Google has proven that it is possible to develop public and
inexpensive solutions.
The phenomenon is still in its childhood and it is obvious
that the use of augmented reality will grow in the coming months. In addition,
there is the strong bet that the democratization of this technology will create
new opportunities for advertisers, including at the level of integration with
social media.
4 - Development of Augmented Reality
5 - Generalization of Objects and Clothes Connected
Last March, Apple has made its entry in the
ultra-competitive market of objects and smart clothes with the launch of its
smartwatch. The enthusiasm of the public and the press for this watch that
reinforces the growing interest in "wearable" technology. According
to Hub spot, the rate of adoption of connected objects will be 28% in 2017.
In reality, this trend is surfing a new phenomenon. Smart
objects exist for several years now. It is true that their performance and their
level of accuracy has greatly improved. The real change is rather the
application areas. Thus, we attended in 2015 a multiplication of the objects
specialized in one area or a feature as for the sector of fitness and
well-being for example. In addition, the term "smart" object is often
synonymous with 'sharing'. These objects often have a social purpose, which
means that the technologies they are often related to social platforms. For
brands, these objects are all ways to join a qualified and attentive audience.
Obviously, the market of connected objects will continue his
series in 2017 which will greatly power digital marketing practices.
We come to review the main trends which may impact digital
marketing in the coming months. Of course, other elements that we have not
addressed in this article are likely to return to the game:
-The intensification of practices of Big Data and predictive
analytics.
-The use of "influencers", including on social media or ambassadors.
-The systematic use of a more interactive and engaging content
-The mobile applications indexing in the search algorithms
-The use of "influencers", including on social media or ambassadors.
-The systematic use of a more interactive and engaging content
-The mobile applications indexing in the search algorithms
In summary, the year 2018 will be the emergence and
strengthening of new digital practices. The above discussed are just the major
trends that are likely to occur in the near future. These changes will have an
obvious impact on current marketing approaches. It is, therefore, crucial to
anticipate these phenomena to come to be better able to adapt.
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