7 New Digital Marketing Trends To Follow And Apply

The internet, with a remarkable impact, has transformed the face of the business of all sizes and of every industry. It has opened new avenues for the entrepreneurs and start-ups and has indeed provided an enormous opportunity for their growth.

The digital platform has lowered the entry barrier for the start-ups and small businesses, making new companies getting registered every year.

NASSCOM report says - the year 2018 came up with more than 1200 startups being registered in Bangalore, India, including 8 unicorns. With more than 7200 startups, the country India has become the third biggest startup hub globally after the US and China.

Start-ups Contribute to Country's Growth

In spite of the fact that startups contribute to the growth of a country’s economy, the study shows that they have a low survival rate, 1 out of 10. This means only one out of the ten start-ups make it to the next level of survival.

Startups need to adopt changing marketing tactics to sustain and grow. The traditional marketing is a thing of the past for startups with an old advertising concept to make people want to buy things. It can work for the well-established brands as they already have a following and recognition. But, for the new entrants? - digital marketing is the answer.

The modern marketing concept is to make things that people want instead of making people want to buy things.

Today, businesses need to have an online presence and be familiar with digital marketing and its tactics to survive in the current business world. This platform provides an immense opportunity for the start-ups as well as the established brands to reach out to their customers, sustain, and grow fast.

With the evolving technology and digital infrastructure, digital marketing tactics keep on changing every year.


New Digital Marketing Trends to Implement

Here are the top 7 new Digital Marketing Trends which you can follow and apply in the year the coming days to endure and take your organization to the next big level.

1. Marketing Funnel Is Shifting - Content Is the Center Piece

Marketing funnel comprises a set of steps that helps to visualize and understand the process of conversion of leads into customers. The funnel demonstrates that the number of leads gradually narrows down as they move on to the next stage.

The concept of the marketing funnel to ‘attract mass’ is shifting towards a niche or a small number of audience. Businesses are targeting potential customers who are more interested in their brand in order to be cost-effective and efficient.

Content marketing as a tool can be used by the enterprises to reach and influence a digitally empowered audience at various stages of the marketing funnel to increase the conversion rate.

Top of the funnel - Create a need for the brand, make the audience realize that they have a problem and try to build an early relationship through your content. Approach them through social channels, collect contact information from them like emails or contact number in order to filter interested and potential customers.

Middle of the funnel - Develop content in the form of case studies or e-books to solve the problem of your specific customers filtered through the first stage.

Bottom of the funnel - A product-specific content helps your targeted or segmented customers make the final call.


2.Video Marketing Is Hot in Marketing and Effective
Ever since Video Marketing stepped into the world of Digital Marketing, it has shown an unprecedented rise without any sign of slowing down. 72% of marketers agree that video marketing has increased their conversion rate.

As stated by Cisco, by 2021, 82% of internet traffic will be covered by video. Increase in the use of smartphones and platforms like Netflix, YouTube, Amazon Prime Video and Facebook Live has made video marketing a megatrend.

Video trends like Live Video, 1:1 Video approach (Personalized Video), 360-degree video and search- friendly videos will be streaming in the years to come for effective communication, engagement, and lead generation.

Live video is becoming popular because of its authenticity, cost-effectiveness, and attractiveness. Businesses are using it for their product demos, interviews and to showcase events. By 2021, it is predicted to make up around 13% of total video traffic (as predicted by Cisco).

Personalized video messages for following up on an inquiry, support or offering content is in trend for lead nurturing and communication. The launch of IGTV by Instagram can publish longer content in the form of animated videos, demos, interviews, case studies, 360-degree virtual reality, and live streams.


3. Chatbots Will Stay, But Careful Implementation Needed

Artificial Intelligence and advancement in technology are gently evolving Chatbots more human and intelligent. Therefore by 2020, 80% of the businesses are planning to implement Chatbots for their marketing strategy.

For example, Leadpages reported a 36% increase in their conversion rate after using chatbots.

Globally, about 45 % of users primarily prefer chatbots for customer service inquiries. It is estimated that by 2022, chatbots will help a business to save $8 billion per year.

The chatbot market is growing at a rate of 24.3% globally and will reach $1.25 billion by 2025 as per Grand View Research reports.

Careful implementation of chatbots is required because they learn by spotting the patterns (keywords, phrases) and repeated actions of the user. Chatbots have some constraints and are not as robust but with the evolving AI technology, it is continuously improving.


4. Voice Search Optimization Is the New-age Thing

We have heard about Google Assistant, Amazon Alexa, and Microsoft Cortana, these programs are equipped with voice search technology to give the user the desired result.

Voice search is the only search which allows a user to browse the web without scrolling the device. It is convenient, easy and less time-consuming technology. By the year 2020, it is expected that 50% of all the searches will be voice search and most preferred mode. This year the voice recognition market will reach to a $601 million industry, as per Technavio.

The increasing use of voice search is leading more focus on featured snippets, increasing the use of position zero by reducing CTR by eight percent and increasing the local SEO value, as more than 55% of users are using it find local businesses and area.

Google is emphasizing on voice search optimized websites for better user experience, SEO and ranking. Create and optimize your content for voice search to target your audience.

5. AI will Grow Further and Businesses Need to Align
Artificial Intelligence is revolutionizing digital marketing with its advanced and evolving technology. AI is widely used by the marketers’ right from customer segmentation, retargeting, click tracking to content creation.

It is playing the role of a human in identifying the marketing trend with its data analysis and input adaptability. AI enabled automated services is saving the time and resource of digital marketing.

57% of businesses are already using AI to improve their customer experience and support, while 44% are using AI it to improve their existing products and services (Forrester’s Global State).

Businesses need to align their marketing strategy with the AI emerging technologies to be competitive and get an edge.

Influential Advertisement - Use the statistical and data learning capability of AI machines to create the advertisement for your targeted and segmented audience.

Predictive Outcome and Trend Analysis – Use AI applications to predict and make decisions, forecast the sales of a product or service through its trend analysis application. Netflix used AI programs to recommend a show to every user.

Enhanced User Experience - Chatbots, virtual assistant and smooth network between the user and business is giving the customer an enhanced experience and satisfaction. The AI enabled machines are adding credibility and increasing ROI eventually.


6. Augmented Reality or Virtual Reality

AR and VR are changing the shape of the marketing industry with its 3D high definition audio and video technology.

Augmented Reality gives a completely deeper experience of a product by placing it in a real-life situation and helps a customer to take a final call. IKEA’s AR app, fix the furniture in the real-life space and ensures the suitability of the product.

Virtual Reality creates a simulated environment, which is not the real environment to test the product and its suitability. Marriott Teleporter campaign is a popular VR campaign where a machine transported users to various destinations and users to could experience it with a VR headset.

The businesses are embedding these technologies in their marketing campaign to give the users a better and lively experience, better customer engagement and enhance their brand value.

The data shows how often the users experience this technology in the US from 2016-19, which clearly shows the increasing use of it among the businesses. By 2020, VR is about to reach a market volume of $30 billion and AR $90 billion.


7.Adwords and Native Advertising

Adwords or Google Ads have never lost its essence since its evolution as businesses experience high traffic, the increase in the number of sales, and ROI.

Adwords gives fifty percent better conversion ratio than organic traffic and brings about 200% Return on Investment.

Google earns around 97% of its total revenue from its advertising, which shows a high dependency on Google on Adwords.

Google has a search market share of 71% and owns the world’s largest online display advertising network. Business can take advantage of Google immense reach by using Google Ads in their marketing campaign.

Native Advertising

The advantage of native advertising is that they don’t look like ads and resembles the part of the content. It is one of the best ways to put your message across to the audience who avoid advertisement.

There is a continuous growth in Native Ad spending, it is about to reach 61.4% of the total advertising cost in 2019. Social Media and Amazon has contributed a lot to the growth of native Ads. In 2019, Native advertising will cover the feed-style news, social and web page content.


Change with the Changing Current - Follow and Adapt New Marketing Trends

In this digital world with fast-changing technology, it is imperative for the Businesses to align their marketing strategy with it and start campaigning with updated tools and techniques to stay ahead.

Follow and apply these marketing trends in the coming year to get an advantage over your competitors and find success - good luck from Content Inception.

Google earns around 97% of its total revenue from its advertising, which shows a high dependency on Google on Adwords.

Google has a search market share of 71% and owns the world’s largest online display advertising network. Business can take advantage of Google immense reach by using Google Ads in their marketing campaign.

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