Digital Marketing Trends for Businesses Flashcards
Enhanced website search function and product details
Consumers rely heavily on information from search queries to find new products
Critical for brands to offer a strong online presence including product
descriptions, and ratings and reviews
Ensure accurate, consistent product and local pricing information is
always available
Prioritisation of mobile functionality
Brands must provide a smooth mobile experience onsite and across digital marketing channels due to the large number of smartphone users and online mobile ecommerce sales.
Mobile shoppers will expect a seamless checkout experience with dependable click-and-collect pick-up options and a variety of payment methods such as online checkout and touchless mobile payments.
Search engines continually update their algorithms making it essential for websites to be mobile-responsive. Improved organic search through Search Engine Optimisation (SEO) is key
This includes strong product descriptions that enhance the customer experience as well as SEO rankings
Machine Learning (AI & AR) opportunities
The ability to improve communications, measure and analyse data in real time and track consumer behaviours through machine learning means customers can get the right digital content at the right time in their purchasing journey
Artificial Intelligence (AI) and Augmented Reality (AR) presents personalised content, which in turn increases conversions to revenue opportunities
Live automated chatbots will continue providing more information and help guide consumers to the right product to meet their needs
Provides support customer wants while building data for the marketing team
Data-driven insights and first-party data
With data collection comes a responsibility to protect privacy
Ensuring consumer data is protected is one of the foremost ways to build trust while still providing a quality experience
Google Tag Manager allows more digital advertising customisation and ensures users actually get the right messaging through their online experience
Email programs can help capture consumer data and extend the
relationship after a purchase by asking for reviews or product ratings
All this data then helps in market fluctuations and gaining high value from digital spending
Visual messaging adds impact
Video marketing backbone for digital marketers, with visual commerce playing a bigger role in the shopping experience
Brands will have to engage consumers through product videos to help build confidence and offer inspiration through DIY and how-to visuals
Many brands will likely showcase larger images and create 360-degree imagery or videos for top-selling products
Repurposing user-generated content on product pages can both generate interest and create a tangible connection while helping keep costs down
Interactive social content and the
“anywhere” conversion
Social media platforms are forums for customer support and ongoing
engagement by enabling businesses to create an ongoing dialogue with their customers, no matter where they are
This connection can provide a streamlined shopping experience as
consumers then make purchases through social media
No matter the social platform, it’s critical to provide a means to shop and check out in the same digital experience without jumping around to keep the customer engaged
Voice search and commerce
Using voice-activated search through smart speakers is becoming more common, making mobile queries an effective lead generation tool.
Users are more likely to call the business, visit the website for more information, or visit the store in-person.
Mobile app options
Consumers now commonly use quality mobile apps to shop, purchase and interact with a business
Businesses can lower costs by more accurately predicting sales from advanced orders while providing a seamless experience which leads to repeat business
Users often purchase a wider range for products, especially when apps include loyalty rewards, product information, and push notifications when a user is physically nearby
Values-based digital messaging
Consumers are more likely to purchase from brands that align
with their own personal values
Emphasis on health and safety, eco-friendly/green initiatives, or even ecommerce messaging such as “buy online, pick-up in-store” can pique consumer interest
Social Media Trends
Threads on the rise. (Cap)
Retention rate is the new engagement rate. Social media platforms test longer-form videos and focus more on how brands not only engage their audiences but retain viewers.
Expected huge rise in organic engagement on LinkedIn
AI is being integrated into social platforms to drive productivity. AI tools help marketers come up with campaign concept ideas and social post ideas
AI in Digital Marketing Trends
The marketing department are closest to the consumers and they can be proactive with an AI strategy.
AI is getting better on its own - one of the first technologies that can improve by itself
Marketers should nurture new skills like soft skills and reasoning skills and co-create with AI
SEO Trends
Google’s Search Generative Engine (SGE) will provide more relevant and comprehensive information to users based on questions
Create content that’s much better than AI-generated content and is worth talking about and sharing
Create high EEAT content (framework that is a component of Google’s Search Quality Evaluator Guideline).
Google always make changes that affect your ability to capture people directly in the search engine results page (SERP) with clicks,
which is out of your control. Instead focus on user experience as UX is something you CAN control
PPC Trends
Google is going to roll out further generative AI tools into
Google Ads, limiting your control of Google Ad visibility and performance.
View AI as an assistant to help you in your strategy, rather than see it as the only way forward.
Be sure to use your own (data-backed) judgement with Google Ad campaigns, avoid on-the-spot pressure
Digital Marketing Strategy Trends
Data privacy is important as breaches make customers lose trust and show reluctance to share personal information, which impacts engagement and data capture
Companies have more pricing power for a product or service that addresses customer’s social concerns like sustainability
For example, customers are willing to pay more for products made sustainably
Digital Marketing Careers Trends
Employers’ market, power is in the hands of employers and its up to candidates to stand out from the talented competition
Specialism - three core areas :
Understand the distribution routes to market, Understand marketing effectiveness, Know your strengths
AI is disrupting the recruitment process as many candidates are now using generative AI tools to apply for jobs and recruiters are using AI to find the best candidates
Learning is an investment. Not only increasing skillsets but also showing that you are motivated and passionate to employers.
