What Will Digital Marketing Look Like In 5 Years?
Before the internet, marketing used to be a whole different ball game. Direct mail, print and traditional media were the only ways in which companies could get the word out about their brands. Things are drastically different today.
The total spend on digital marketing surpassed traditional advertising for the first time in 2018 as it went beyond the $100 billion US dollar mark.
As things continue to evolve, it only makes sense to wonder what changes we are likely to see within the industry in the coming years. Whilst it’s difficult to say for certain, let’s take a look at some of growing trends that are helping to drastically shape the marketing landscape.
With the rapid advancement of mobile technologies showing absolutely no sign of slowing down. Users are spending more and more time glued to their mobile devices.
With access to a wealth of entertainment, and information in the palm of our hands it’s no surprise that consumer attention spans have dropped dramatically over the last 10 years. With access to almost anything at the tap of a screen, consumers are more immediate in their needs, and don’t like to be kept waiting.
With this, it’s perhaps no surprise to see the ever growing adoption of voice technologies by consumers. Today you can use your voice to ask Alexa to play your favourite music, control the lightning in your home or use Google Home to find answers to your pressing questions.
Barry Schwartz said that by 2020, voice search will become a dominating force within digital marketing. Search queries will be more conversational rather than keyword-centric and marketers will have to adapt to a more conversational tone and anticipate key phrases that people will search using voice systems like Alexa or Google Home.
As users look for specific answers to sometimes very specific questions, and as the power of niche marketing is further explored, marketers will need to increase their focus on ‘Hyper Targeting’.
By creating content that focuses on ‘micro conversational’ opportunities, marketers can capture user interest and seek to retain them through the application of value first content.
With this, marketers that create strategies with this focus in mind will be able to attract a far greater volume of leads and focus their attention on specific audiences, likely achieving a greater return on their marketing spend.
In addition creating campaigns that take into consideration online behaviour and habitudes, will enable marketers to deliver time effective campaign messaging, yielding a better result than those that use a catch all approach.
We utilise analytics data, social listening tools and behavioural studies to design campaigns that help our clients deliver long and lasting brand impact. By thinking smarter you can reduce a lot of the conventional waste, and focus your spend in areas where you can effect the greatest level of change, and benefit from increased ROI.
Artificial Intelligence, Virtual Reality and Augmented Reality
Augmented reality and virtual reality is becoming increasingly popular with brands as they seek to connect with consumers on a deeper level.
Utilising AR & VR to provide immersive brand experiences is an ever increasing trend with brands. Huge names like Ford Motor Company and Nike have been exploring the benefits of AR across their marketing suite by allowing consumers to experience their products through the Snapchat filters and the like. Whilst it may seem a little out of reach there are hundreds of tools out there that brands can use to create their own AR experiences with little to no experience. If you;re interested, drop us a note and we’ll share our favourites.
If you found this article interesting and want to talk to us about an upcoming project, or campaign.. shoot us a message here and pop in to see us… we’ll pop the kettle on.