Digital marketing is developing rapidly. Every year there are new, more effective ways to achieve business goals. What is in store for marketers in 2021? Let’s take a closer look at the digital marketing technologies that will be widely used in the near future.
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The use of virtual and augmented reality technologies is one of the main trends of recent years. It is logical to expect their further development. If in 2019 AR-rooms just started to appear as start-ups, then in the next decade all major online stores will have them. How does it work? Through a special app with access to the camera, you can see how shoes, clothes, or cosmetics will look.
Every year, traffic from personal computers and laptops is decreasing. Smartphones have replaced them since most of the population uses them all the time. Keep this fact in mind when planning an advertising campaign.
What to pay attention to? The phone screen provides for less space and a vertical display. Often, viewing takes place in public places with the sound turned off – you need to add subtitles for the video. Smartphone users prefer to view stories rather than scroll the screen. They have become an integral part of the promotion of any brand.
The next best technology is the number of smart connected devices we call the Internet of Things (IoT). IoT development and its implementation allow getting a more extended array of data than traditional methods of market research. IoT devices collect data about almost anything. For marketers, the amount of info about customers and their behavior is especially important.
In recent years, there has been a decline in the effectiveness of mass mailings. Trying to offer your products or services to as many people as possible is not a good solution. There has been an increase in financial costs while the return on investment has decreased. In the first place in marketing comes the offer of in-demand services.
Google Company has had the most success here. Its contextual advertising ad adapts to the interests of the individual.
Personalization can be based on such parameters:
- the actions performed by the user on your site;
- income level;
Automated algorithms in Google have learned to recognize user interests by online behavior. And the further they go, the more personal information they find. What products are they interested in? What kinds of sites do they spend time on? How much money are they willing to spend? Easily. Marital status? Favorite movie genre? Easy.
On the one hand, advertising is increasingly invading the privacy of the user. On the other hand, success in the contextual ad is associated with personalization, with the ability to show the product face ready to buy the user. Ideally – to anticipate his interest. And if you do not use Google data, you will inevitably be left behind by the competitors.
Understanding the portrait of your target audience and using personalization in advertising tools is the key to effective marketing.
Few people think about the fact that today’s smartphone can provide the most detailed information about its user. It’s not just about search queries, because that’s already “last century”. Now the technology of emotion analysis is being worked out.
A special program uses the front camera to evaluate the user’s reaction to the material presented to him. The system will give a person what will cause positive emotions. In turn, a happy person is more inclined to buy.
Here we should also talk about neural networks. They are able to process a huge amount of data and consider the preferences of millions of people individually. For marketers, this means increased effectiveness of advertising campaigns.
In 2020, many people have seen that any activity can be done online. This includes fitness training, group or one-on-one classes, and more.
There is an increasing emphasis on interacting with bloggers and opinion leaders online. This does not only apply to advertising any goods or services. It is enough to attract such a person to your online event to arouse interest from his audience.
Analysis of opinion leaders’ activity is developing separately. To increase the effectiveness of advertising, take into account the behavioral style of the blogger, his media image, and much more. This adds to the work of public relations departments. Successful companies hire specialists in the field of social media (Instagram, TikTok, Facebook).
Working with bloggers in 2020 has moved to a new level. The bet on the number of posts is hopelessly outdated. At the beginning of the year, it became clear that simply putting up a post with beautiful advertising is not enough. Bloggers, together with brands, began to develop full-fledged promotion strategies. Warming up the target audience lasted several days and even weeks.
But the pandemic has accelerated the development of influence-marketing toward monetization on the CPA\CPS model. Advertisers are no longer paying for a picture. They expect conversions and leads from cooperation with bloggers and are willing to pay a percentage of sales. Coverage and the number of subscribers fade into the background. But the quality of the blogger’s audience, conversion rates, and the ability to pay subscribers are included in the KPIs of Influencers. In 2021 this trend will continue.
Today’s approach to advertising doesn’t involve a lot of information for the customer. It’s only natural that an interested person would want to clarify certain points. The classical way of solving this problem involves the work of online consultants. The modern approach is a chatbot.
Originally they were simple programs that answered standard questions. Now they have a meaningful dialogue. Some people after the consultation have no idea that they are communicating with a machine.
The number one challenge in conversational marketing is increasing humanity and being able to understand queries as accurately as possible.
Increasingly, marketers are looking to move away from a system where audiences are seen only as passive consumers. If you motivate users, many will start generating content for you themselves.
The main challenge for the marketer is to find methods to increase audience engagement. People are much more likely to trust a brand if someone they know recommends it. This is true even when there is a playful form of submission.
It would seem that increased efficiency and the use of new technology should reduce advertising costs, but this is not the case. The Internet has globalized the market for goods and services, and the 2020 pandemic has only accelerated this process. Now you have to deal not with dozens, but with hundreds or even thousands of competitors.
Marketing costs are rising, companies are expanding their staff, more and more data is being collected about users, and new technologies are being introduced. There is an automation of routine processes. The marketing profession is becoming more creative. It is safe to say that these processes will only gain momentum in the coming year. To be successful in business, pay attention to new technologies that will reshape your digital marketing strategy.
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