Scope of Digital marketing in 2020
Digital marketing, in simple terms, is the promotion of a product or service through digital means. Unlike conventional marketing methods, digital marketing is properly targeted, is conversion-oriented, and offers a much wider reach. Almost everyone is familiar with the internet. People browsing the web and interacting on social media sites and apps is widely common these days.
Social media platforms like Facebook, Twitter, Instagram, Youtube etc are hugely popular. Half of the world’s population are connected with each other when they are on the internet. Even, every telecom companies are providing data plans at such an affordable rates that it makes easier to increase someone’s reach on the internet. Clearly, people are exposing themselves to more and more digital and social media.This is for many purposes, including in their roles as consumers, as they search for information about products, purchase and use them, and communicate with others about their experiences.Their reviews reach people, regardless of any boundaries.
Digital marketing, with the help of modern Internet technologies and smart devices, helps to achieve marketing goals. Digital Marketing is all about presenting your brand, or service on the internet. There are about 1.8 billion websites on the web today.
Every small, medium and big size businesses are on internet. Earlier, companies were competing for sales & profit. Whereas today, the companies are competing for customer engagement on the internet. The increase in engagements results into increase in leads, sales, and thereby profit. The world of internet continues to evolve as long as digital platforms continue to advance. Parallely, over the years, digital marketing has evolved at a rapid pace throughout global businesses. People manage their relations, finances, careers, and even opinions of anything they can think of, online.The relevance of digital marketing in today’s Digital World is limitless. To utilise the potential of digital marketing, companies need to employ innovative methods to achieve their targets.
The goals of Digital Marketing are:
- To generate leads.
- To increase online sales conversions.
- To expand businesses globally.
- Improve the quality of customers.
- To get the best ROI results.
- To identify loyal & potential customers.
- To engage customers with good quality content to build trust.
- To increase website and social media traffic.
- For brand promotion or brand awareness.
- To improve search engine ranking.
Digital Marketing Trends
1. Rising popularity of the Social Media Giant
Facebook is still currently the #1 social media platform in India. It’s important for future digital marketers to really look at who their target market may be, because with the current demographic trend in Facebook, it may be unsuitable for some campaigns, as it continues to trend downwards with younger demographics. So while marketing on Facebook , be more judicious with who you’re marketing to, and make sure they’re still active on the site.
2. Instagram is a gem
Possibly the greatest threat to Facebook is no longer once thanks to its acquisition by Facebook. The image and video-based social media platform is optimized to make it very easy for users to share photos and videos from their phone, which is now the most ubiquitous computing device on the planet and rapidly growing as the computer of choice for the general public.
Instagram’s meteoric rise can be attributed to the fact that it has already passed one billion users, which is nothing but impressive. That means it’s one of the most rapidly growing social media platforms and, perhaps more importantly, much of its user-base is the younger demographic, mostly under 30, that Facebook is losing, due to its reputation as the social media platform for “old people.”
3. Chatbots will be utilized better
Chatbots try to communicate with the users and and try to assist them in completing their goals. Chatbots interact with humans in a natural way, primarily through text chat windows.
Chatbots are already used in platforms like Facebook, where they provide results to the users’ queries. Bots allow users to get personalized interactions without pulling too much from limited human resources. Their effectiveness has been seen in 2018 and as we move towards the end of 2019, we see a growing popularity.
4.. Content matters.
Content marketing has great emphasis in the success equation of businesses. Quality is always going to matter a lot, but now there’s a renewed interested in looking more deeply into who the intended recipients are. Having a deeper, more sophisticated understanding of a targeted market and being able to target that market more precisely is a rising trend in more effective marketing.
Specialized material catering to specific industries or experts can produce great results. That, combined with improving techniques in measuring content effectiveness, keep content marketing relevant and moving forward. As one size doesn’t fit all and customers want more relevancy, the need for a personalized approach in marketing is becoming more critical than ever. What is important is ensuring to deliver the right content to the right audience at the right time. That will add a big value to your content marketing strategy because it plays a major role in boosting your users engagement rates.
Personalizing or customizing content for audience relies on visitors data in order to deliver relevant content. It consists of showing dynamic landing pages based on specific criteria such as geographic, demographic or behavioral attributes with highly targeted call to actions for the purpose of converting them more effectively.
Personalized content has a good and positive impact on consumers and businesses should utilize them effectively in order to reach their goals.
5. Live Video has an interesting trick up its sleeve
One of the fastest rising trends in digital marketing is the use of live video. Live streaming, as it is called, is especially big for digital marketing when combined with influencer marketing. Whether it’s a Bollywood Superstar or other such celebrities, including athletes, and musicians, having a live stream with an influencer who is interacting directly with the people is a huge draw. Influencer live stream is an incredibly useful, high profile form of digital marketing right now.
For example, if a celebrity is talking about his personal experience of using a newly released smartphone, a viewer might buy the smartphone right away as he can interact with the celebrity live and ask any query related to the product.
6. Engagement-Based Email Marketing
With billions still using e-mail for personal, and business purposes, email is here to stay, and email marketing itself continues to be important. However, generic marketing emails aren’t as effective as they once were. Now, in 2019, e-mail marketing is a combination of automation and, more importantly, personalization. Email has the potential to motivate an action, and the user will likely purchase your product or service. While doing e-mail marketing, marketers have started to care more about sending emails to subscribers who are active on their lists. For instance, if a subscriber highly engages with your emails, you should provide him content including sales promotions,offers, newsletters and updates about your company until he converts into a loyal customer. On the other hand, if a subscriber does not read the mails for a certain period of time, he will be considered as a dormant contact and will no longer receive additional emails.
Marketers need to know the behaviour of their leads in order to send the right e-mail. If the platforms they are using have limitations to classify their audience into different segments based on their behaviors, they can integrate their tools with other applications that allow them to do that. After all data is determined and different segments are created according to defined criteria, marketers will be able to target their leads more effectively with behavioral-based emails.
The point to be taken now is that plain text emails is proving to engage the users more thanks its individualized and hand-crafted way that it gives the user a more personalized aspect to the communicated piece. Moreover, because HTML style emails containing detailed graphics may increase the potential for spam, marketers are considering plain texts as the alternative way to get better engagement. Besides, plain text emails address the need of the user and improve the engagement rate.
7. Voice Search has much relevance Now
As a host of smart devices like Google Home and Alexa are available in the market, verbal interaction with devices is continuing to rise. Talking has now simply become a preferred way of interacting, and thanks to machine learning, the devices are able to provide accurate results to people who want to search, shop, and discover new things.
The interesting thing is that people do voice search in conversational speech, which is very different from typing a query in the search bar. When a person performs a text-based search, the screen displays one page at a time in the results. But when someone does a voice search and the device replies verbally, it may only give a few results at most, and frequently, they supply just one choice.
What it means for companies is that, preparing for voice searches is going to require a different approach, but it’s one area of digital marketing that can’t be ignored because people are relying on it now more than ever. For example, writing meta-descriptions of websites might need to be optimized for speech so that it “reads better” out loud, when being spoken, rather than the bland style used for text-based search approach.
8. Impact of AI and VR
As more and more companies are using Artificial intelligence (AI) to develop solutions offering advanced personalization for the users, they aim to get better and focussed user engagement. For example, in Real estate marketing, by using AI and VR technology, a user can virtually visit a property or house without being in the location physically. This enables companies to reach a greater audience and without the need for any middle men( real estate agents). For the users, it will provide them the convenience of visiting a property from their sofa set in their home.
9. Cyber-security should not be overlooked
Cyber security bears much relevance than ever in 2019. As more and more people rely on technology these days, hackers try to target people and try to steal personal data through ransomware and malwares. It is estimated that attackers earned more than $6.5 million from holding companies’ corporate data ransom in 2018.
The threat of hacking is heightened for the marketing department that has to use various methods to interact with people like social media, emails, chats, calls etc.
So companies should be using a secured VPN in order to protect them from the malice that can be inflicted by the hackers.
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