The world is changing each day, and digital marketing is transforming along with it, adapting to new realities. Against the backdrop of global events related to the pandemic, there is an active business transition online. At the same time, given the difficult conditions, marketers are forced to optimize ad budgets or redistribute them between channels, companies start buying Instagram followers for their social networks. In such a situation, new trends appear in digital marketing, and proven working tools are strengthened.
1. Video Marketing
In 1981, the MTV channel appeared. He made video clips the main vehicle for promotion in the field of music. It’s now 2021, and it’s a year of massive growth in video marketing on social media.
According to the Cisco Annual Internet Report, in 2019, about 74% of internet traffic came from videos, and it will increase to 82% by 2022. Those are not just numbers. Behind the statistics are potential customers who watch videos on social networks every day.
2. Personalized Mass Mailing
Despite Instagram and Facebook’s popularity, the good old email will not lose its relevance next year.
Researches confirm over and over again that personalized emails win: they have higher CTRs and open rates than other ad emails.
With the right approach, the personalization of email newsletters can dramatically increase business revenue. Pay attention to automated email services. This will save a lot of time.
3. Influencer Marketing
This trend will only magnify in the coming year. Some bloggers’ audience exceeds certain media in terms of the number of readers, and their reviews inspire more confidence among buyers and generate excellent sales.
Nevertheless, bloggers who have a bigger following audience in millions are going behind their colleagues with a much smaller number of subscribers – micro-influencers which have an audience of 5 to 20 thousand people. This is another micro trend.
Their relatively small audience is much better engaged and more loyal. The micro-influencers posts are more often commented on, and the audience that the micro-blogger attracts trusts the brand that he is promoting more.
It is no secret for a long time: the number of subscribers of a star does not always correlate with buyers’ numbers. There are many bots and non-involved users present among them. Real buyers’ percentage among micro-influencers is several times higher.
A chatbot is a program that simulates human communication using text or voice. According to experts, chatbots will soon be able to replace applications.
Why are chatbots becoming more popular every year?
It’s simple. Internet marketing sees chatbots as an opportunity for additional automation of work stages with a client, increasing consumer loyalty, transferring some of the elementary tasks to “virtual sellers”. And, as a result, getting direct conversions.
5. Machine Learning
The uprising of machines, which was scared in Terminator, has not yet come, but today machine learning forces many specialists, if not completely redesign, then at least master new related areas of activity. Considering the increasing automation of all processes on Facebook and Google, global transformations are taking place in the advertising world as well.
For an advertising campaign to work effectively, targeting specialists need to segment audiences as accurately as possible among a huge number of users. Audiences are formed by filtering by demographic, social, and geographic characteristics and categories of interests and activity in social networks.
However, neither age, profession, or subscription to a similar thematic community does not mean that the user is interested in your product. Collecting user bases manually requires a lot of effort and, at the same time, does not guarantee a good result. This is why the future of targeted advertising is machine learning.
Big Data technology implies processing and structuring a large amount of data. Machine Learning, using self-learning algorithms, allows you to organize Big Data, analyze the information received and automatically simulate recommendations.
Predicting intent and determining customer motives, accurate profiling, identifying connections between users, recognizing faces, and filtering bots are far from all that artificial intelligence is capable of. AI will not miss important points of interaction with the client, which a person or an entire team may not notice, and this allows you to offer each user exactly what he needs.
6. Native Advertising
Native advertising corresponds to the format, subject matter, quality, style, and functionality of the platform on which it is hosted. Ideally, it should be perceived by the user as useful content and not cause rejection and banner blindness, as is the case with direct advertising.
Regular advertising aims to get noticed, the native one — to be shared on social networks. Therefore, it has a much higher viral potential.
- The material is posted only on those sites where the interested user will definitely see it: a feed of publications on a news site blocks with recommended content, a community wall.
- Increasing loyalty to the company due to the quality of the information provided and the benefits it brings.
- The rapid growth of audience coverage due to the high viral potential of materials.
- The lack of the ability to block such ads (the user can easily block banner ads).
- Unlike direct advertising, native advertising cannot be launched in a single format simultaneously on several sites.
- The native advertising market is new. There is no clear definition of the “native” phenomenon and the principles of its work.
According to statistics from the Statista portal, in 2018, more than 52% (2.1 billion) of Internet users have made purchases through smartphones and tablets and not through PCs. Over the past five years, this figure has increased sevenfold.
This suggests that sites that are optimized for mobile will receive more traffic and sales. Also, the percentage of sales via smartphones was influenced by social networks such as Instagram, YouTube, and Facebook. A very convenient way for people to communicate, follow the news, and buy goods in one space.