Digital marketing is an industry in constant evolution. Every month, new changes appear in the world of social networks, search (Google) or content marketing (blogging, videos, etc.). New technologies are coming into our lives. I am thinking in particular of artificial intelligence or voice search. Algorithms are more efficient and intelligent.
All these advances make digital marketing ever more precise, effective and difficult to grasp. The key to taming marketing in the digital age is to stay abreast of new trends to understand how you will shape your strategy today and in the years to come. Indeed, what worked for you before may not work anymore now because once again digital marketing is an industry in constant evolution.
1) The Stories
The Stories Instagram can be defined as multiple images or videos assembled together as a slideshow, and set tells a story. Unlike a conventional publication, they have a life of only 24 hours. It is a real “game-changer” in the sense that users can publish on social networks in a more spontaneous way and therefore with less preparation than a classic content. They were popularized by Snapchat and then reposted by Instagram in 2016. As you can see, Stories are displayed all on the screen, creating immersive experiences.
But do not think that only individuals benefit from this trend. Companies too have taken advantage of this trend since they plan to create more in 2018, according to this study conducted by Later.
Companies want to invest their time and money in stories to take advantage of this format that is both authentic and engaging, which in addition allows them to have all the attention of the person, to:
In addition, the ephemeral nature of Stories means that companies can take advantage of it to make limited-time promotions.
2) Voice search
This is changing with mobile voice search. According to Gary, a Google search out of 4 is voice on a mobile device. By 2020, it is estimated that 50% of searches will be vocal. As you can see, here I did not say “digital marketing trends”. I rather said aloud what I had in mind: “what are the trends of digital marketing”.
Well, I must admit that I had to repeat my request several times before the algorithm can understand my words, but all the same, it is a big evolution in terms of SEO. American marketers recommend starting to optimize your SEO content for voice search.
Alexa, it’s a little your assistant to whom you can ask all kinds of things and who does the research for you. For example, if you want to go on holiday in Ibiza, you can ask Alexa:
3) The video
Video marketing is on the upward slope. YouTube, Facebook and Netflix are fighting to become your second television. Internet users want more video, and it’s up to businesses to adapt. Cisco anticipates that 80% of content on the web will be videos by 2019. I still have other interesting statistics for you, all harvested by Forbes: According to YouTube, Internet video consumption doubles every year
4) Social advertising
If you regularly read my blog, you know that I am a great adept of social advertising. After blogging, this is the second skill I have tried to develop. I saw more and more and I heard that “it was not expensive”. I thought it was an opportunity for me to develop a marketable skill.
5) Customization in marketing
In recent years, we have seen great marketing campaigns based on customization. The best known is without a doubt Coca-Cola’s “Share a Coke” campaign. Single Grain argues in favor of personalization by saying that it allows “to deliver a unique experience to consumers based on their choices and preferences”. Among the known examples of personalization, we find the personalized home page according to your past visits and the products you have been looking for.
6) The chatbots
These robots that make you talk on Messenger. Personally, I feel that it has been barely a year since chatbots really became popular on Messenger. Yet, statistics show that the growth of chatbots is impressive, from 33,000 chatbots “only” in September 2016 to more than 100,000 a few months later.
In the USA, if you click on “Send a message”, you will be introduced to a chatbot who will invite you to: