Digital marketing is constantly changing as innovation creates new opportunities for marketing professionals every day. Along with that, your strategy must change and grow with technology to stay ahead of your competitors. The trends of digital marketing strategies keep marketers on the alert and try to innovate new and different ways to attract their audiences.
In this blog, we will take stock of the digital marketing landscape in 2018, we will discuss what has changed and what is new, and we will see where you should invest your energy for 2019. The digital marketing strategy plans are:
1. Virtual and Augmented Reality
Smart companies are taking advantage of mobile cameras to improve the experience of their customers. Through virtual and Augmented, you can improves your brand engagement and help with pre-purchase decisions by bringing your products to the life. By allowing clients to engage in deeper ways through immersive experiences, they are better equipped to find what they are looking for and take pride in doing so.
Consider Amazon, which installed the Oculus Rift VR stalls on Prime Day, allowing buyers to experience a wide range of products from nerf guns to refrigerators as they would in physical reality. By empowering potential buyers to literally imagine themselves as owners of products and simulate this potential reality, virtual reality preemptively addresses needs and weaknesses, greatly improving the client’s trajectory.
Reach through integration with mobile applications. StubHub executed this masterfully, presenting an AR feature that allowed fans to better understand the city and the stadium before this year’s Super Bowl. Potential ticket buyers can click to see a 3D map of the stadium, parking lot, transit lines and more, which makes it easier to see at the event.
2. Artificial Intelligence
In the past, digital marketers have hesitated to incorporate artificial intelligence into their strategies. But as AI continues to prove useful in simplifying data-based experiences and improving the user experience, trust in it has increased. KLM has done a great job with this, creating an add-on with Messenger that optimizes everything from booking to check-in and flight status updates. It’s a win-win for both parties: travelers can access all their travel information from anywhere, and KLM can supply it without tying staff.
Chatbots can also be valuable to facilitate pre-purchase decisions. For example, the Bing Business Bot, which is integrated into the search results, allows interested users to have basic questions that answer the companies that surround them. If your query is not in the preconfigured list, the bot refers them to a phone number. By refining responses to suit the user’s needs, artificial intelligence allows you to help users better and faster over time.
3. Visual and Voice Search
The search is evolving beyond its text-only origins, which means that the visual and voice search deserves serious consideration now. Think of visual search as a kind of reverse search, using images to find text-based information instead of the other way around. Google, Microsoft and Pinterest have joined the fray, and over time will only increase in size. Marketing professionals can gain an advantage here by preparing tailored content to wait for potential clients after their image searches, while getting more information about their preferences.
Domino’s has done well here, partnering with Amazon Echo so customers can order a pizza without hands. Allowing people to interact with you through voice search makes life easier and offers you the opportunity to incorporate personality and brand tone into the way you respond. The dynamics of voice search also present a challenge for digital marketers, who must discover how to optimize for both humans and devices.
4. Vertical Video
With the shift from a desktop computer to a consistent digital marketing consideration, it should come as no surprise that video ads for mobile devices continue to be important. Marketing experts use videos to engage their audiences in the application between tasks and on social platforms. What is new, however, is the movement towards a more vertical video.
The recent introduction of IGTV on Instagram continues this trend, allowing users to create long-form vertical videos. While advertising is not available (yet) on IGTV, it is a great place for brands to share their organic content organically. It is worth watching the success of IGTV and other similar platforms, since it could cause a major change in favor of vertical video. If this is the case, marketers will need to create horizontal and vertical assets to reach their audience completely.