7.4 C
Munich
Tuesday, February 25, 2020

How Is Digital Innovation Changing Marketing?

In 2013, Adobe conducted a comprehensive research study and found that 76% of marketers believe that marketing changed more in the past 2 years than in the previous 50. Digital technologies were changing rapidly, impacting how marketers build their strategies and market to their audiences. Today, fast digital innovation has been replaced with the strategic implementation of new technologies in marketing.

So, how will digital innovation impact marketing in 2020? Let’s find out!

Automated Digital Marketing

The implementation of artificial intelligence and automation benefits businesses on multiple levels. For example, it promises more qualified leads, better conversions and sales, and enhanced user experiences. Above all, it facilitates digital marketers’ jobs. Statistics say that businesses using automation have reduced marketing overheads by 12% and boosted sales productivity by 14%.

Automation can be implemented into almost any aspect of your digital strategy, including:

  • Social media posting
  • Social media listening
  • Email marketing
  • Lead generation
  • Lead nurturing
  • Content editing
  • Link building prospecting
  • Metrics and analytics
  • Project management

However, there are many dangerous myths about digital marketing automation. For example, many believe that automated tools are a lazy way to get your job done faster. It’s not that simple. Automation and AI will do the manual and repetitive tasks for you, letting you focus on creative parts of the job.

Let’s take social media scheduling as an example. Yep, you can post your content automatically with social media management tools like Hootsuite. But, that’s just half the job done. Anything you post needs to be tracked and measured, helping you make data-backed decisions.

Artificial Intelligence and Personalization

Another great myth about artificial intelligence is that it’s dull and impersonal. On the contrary, AI lets you show the human side of your brand in multiple ways.

READ ALSO:  What Oprah Winfrey Taught Steve Harvey About Business

Let’s take the example of chatbots. In the era of wearable technologies and voice searches, your customers want brands to be available to them 24/7. They are constantly “learning” about your customers, collecting data, and providing personalized user experiences.

Many brands are reaping the benefits of chatbots. For example, Lyft lets users request a ride via their Facebook Messenger and Slack bot or Amazon Echo. The chatbot further informs a user about the location of a driver and sends the photo of a car model and its license plate. Sephora’s Messenger bot, on the other hand, asks you questions about customers’ preferences and needs and then recommends relevant products.

Big brands like Amazon or Netflix also use AI to track user behaviors and purchases and then display relevant product recommendations. UK-based fashion brand, Tread, uses AI similarly. Namely, they encourage customers to take quizzes about their style. Their AI tool uses this feedback to determine what each customer likes and provide tailored product recommendations.

Personal Digital Assistants and Voice Search

Statista says that 31% of smartphone users use voice tech at least once weekly and this number will grow in the future. By 2020, 50% of online searches will be voice, while 55% of households will have a smart speaker device by 2022.

The use of voice search has an immense impact on digital marketing, especially SEO. Digital marketers will now need to change the way they target and optimize for keywords. Voice searchers don’t need to use short phrases to conduct fast searches. They can now interact with search engines without looking at screens or typing. That’s why most of them use conversational keywords and question-based sentences. Use tools like Answer the Public or Google’s People Also Ask feature to understand search intent and optimize your content for conversational keywords.

READ ALSO:  The church and Money Laundering
READ ALSO:  Ever thought about freelancing your skills? Read this!

You should also keep in mind that 22% of all voice searches are local. Earlier in November, Google started applying neural matching to local search results. The recent digital marketing review by Four Dots, a New York SEO company, discussing weekly digital marketing trends, claims that “neural matching helps Google better understand the meaning behind certain queries and match them to the most relevant local businesses. It does this successfully, even if the keywords in the query are not specifically included in the business name and description.”

That’s why you should write local content and optimize it for local keywords. Apart from adding their location to keywords, marketers should also optimize for phrases like “near me” or “open now” that are often used by voice searchers.

Finally, your content should be simplified. Use clear and short sentences. Provide valuable tips. Use questions, make lists, and include statistics. This is the kind of content Google considers relevant and displays in its answer boxes.

VR and AR Storytelling

With the rise of sophisticated technologies, customers expect brands to keep pace with new IT advances and deliver exciting user experiences. And, one of the latest trends that have a huge impact on shopping behaviors are virtual reality and augmented reality. Research says that 61% of buyers prefer brands that use AR over those that don’t, while 72% of them made an unintentional purchase just because of AR.

READ ALSO:  When the Criminal Gets Educated

For digital marketers, injecting AR and VR into their storytelling strategy is an amazing opportunity to make their online presence more vivid and personal. For example, you could create a 360-degree video. Fashion brands could use this technology to demonstrate the quality, looks, and fabric of their products. Real estate agencies could, on the other hand, host virtual tours to show a property, engage customers, and save their time.

There are different degrees of engaging users with AR and VR. For example, you could gamify users’ experiences by creating games and apps. Users will solve mysteries or explore uncharted territories to find your products. On the other hand, if you want to engage them passively, focus on slower-paced activities. For example, you could create an engaging narrative, where a user just needs to sit back and relax.

READ ALSO:  Why the need to mentor the girl-child in Accra

Conclusions

To take their marketing strategy in 2020 and beyond, marketers will need to focus on building an integrated strategy and focus on immersive, omnichannel user experiences. There are many obstacles they will need to overcome, such as a siloed organizational structure or the lack of testing and reporting practices. This is the foundation for the implementation of the technologies mentioned above.

 

About the author

Emma Miller is a marketer and a writer from Sydney, working with Australian startups on business and marketing development. Emma writes for many relevant, industry related online publications and does a job of an Executive Editor at Bizzmark blog and a guest lecturer at Melbourne University.

Related articles

Leave a Reply

Latest article

ILO Skills Challenge Innovation Call ($ 50,000 Grant)

Application Deadline: 13 April 2020 (midnight, Geneva time); The ILO is calling on individuals and organizations to share innovative ideas and solutions to address the skills...

Goi Peace Foundation/UNESCO International Essay Contest 2020 for Young People (USD1,000+ Prize & Fully Funded to Japan)

The Nestlé Internship Development Program (NIDP) 2020 for young South Africans

Application Deadline: Unspecified The Nestlé Internship Development Program (NIDP) is a 12 months’ programme that introduces the working world of Nestlé, as well as a...

Meet the Newest President of University of Maryland, College Park

Darryll J. Pines is the newest President of the University of Maryland, the state's flagship institution with more than 40,000 students. Pines, who previously...

From Foster Care to Being Homeless to Owning a Hair Care Brand Worth $2M

Jerricha Hoskins, the founder and CEO of one of the fastest-growing Black-owned hair care brands, Arcani Coil Care, used to be in foster care and...

Popular Posts

He Wanted to be A Musician or Doctor but He is now Ghana’s Best Blogger, Meet Ameyaw Kissi Debrah!

The world is going digital and those who master the digital way of doing things are surely ahead. Mark Zuckerberg is one of the...

He is championing the fight against Revenge Porn in Ghana. Meet the ‘Chief Blogger’, Barimah Amoaning Samuel.

Revenge porn is the revealing of sexually explicit images or videos of a person posted on the Internet, typically by a former sexual partner, without the consent of the subject and in order to cause them distress or embarrassment. It may refer to all sexually explicit videos and images of a person by former partner, old friend, hacker, blackmailer or whoever for whatever motive. One man has decided to stand in the gap and end the act and his name is Barimah Amoaning Samuel.

From A Broken Home to Being the Inspiration of Many in Nandom; Meet Jacob Kuutuome.

Jacob Kuutuome was born to Mr. and Mrs. Kuutuome Tang and Marciana respectively in Kumasi and spent all his early childhood development and education...

Meet Mojolaoluwa Olaifa, The Young Law Graduate Championing Peace in Nigeria.

Just like Mirabelle Morah and Feyisayo Adanlawo, Mojola is also a young Nigerian making waves in her small corner to make sure peace becomes a...

Meet the Award Winning Health Journalist Providing Free Hygiene Kits for Girls in Nigeria

When Yecenu saw school girls who couldn't afford sanitary towels, she decided to find a solution and that solution is the reason why Wundef.com considers her a game changer. Today we are looking at the motivation and works of a young game changer in Africa's most populous country, Nigeria. I believe her story will inspire you to do greater things for your community, country and Africa as a whole.