Digital marketing has evolved rapidly over the past few years. We now have a wide range of channels and methods to utilise when trying to reach specific audience segments. Everything, from social media marketing and influencer marketing to programmatic ads and SEM have a great impact when used in a coordinated way.
As with any changing landscape, it is easy to spot trends forming on the digital marketing scene. Some of the trends happening on the market right now are worth following, especially if you want to fully leverage digital marketing to help your business lead the market. Which trends do you need to follow in 2020? An experienced digital marketing company like Adbuz always keep a note of these latest trends.
Email marketing has been around for years, but that doesn’t mean it is obsolete as a digital marketing instrument. Email marketing is still one of the highest-converting digital marketing channels. Emails let you reach the audience directly in ways that other digital marketing instruments cannot.
Emails are also more accessible. You have the ability to go beyond finding a cheaper alternative to Sendgrid in today’s market; you can find an email marketing tool or platform that provides tools and features to meet your requirements.
Personalisation options are among those features that you will find valuable. You can send personalised emails at different times – and to a different audience group – without having to do a lot of manual work. You also have more ways to build a targeted audience base in the first place, including social media ads and optimised opt-in forms.
Data-Driven and Artificial Intelligence
Automation has been a key component of modern marketing for ages. By automating certain tasks, marketers can focus on other, more important things such as crafting a good content strategy or understanding the audience better. Data becomes an inseparable part of digital marketing too.
However, this year is the year of artificial intelligence. Automation is taken to a whole new level with the help of AI and big data. Rather than refining campaigns manually, for example, you can now define parameters for AI to work with and have the refinement process done automatically as well. The AI can make adjustments based on the data it receives.
AI will further push the effectiveness of certain marketing instruments. Emails can be made far more personal when they are tied to new aspects like timing; sending emails at the right time is a known way to boost engagement and conversion rates.
Sticking with AI as a component of marketing, another big trend to adopt is using chatbots. Chatbots today are far more capable. The conversational AI models behind them are becoming more advanced, which means they are now capable of sustaining natural conversations without sounding fake or impersonal.
Combined with the need for better customer support – which is also a fantastic way to maintain a relationship with customers – chatbots are a crucial tool. Even better, you can feed marketing-related content (i.e. a birthday wish) through chat with the right bot supporting your marketing efforts.
These trends are among the many that will reshape digital marketing in 2020.