Whether you are an aspiring or is already a digital marketing professional, it is essential to be aware of the latest digital marketing trends. As a digital marketer, you will need to adapt to new techniques, strategies and perspectives. Digital marketing organizations need to focus more than ever on innovation and agility. Ensuring exceptional user experience can assure business growth and benefits to a considerable extent.
Let’s take a deep dive into the top 7 digital marketing trends of 2022:
- AI-based technologies
Artificial Intelligence is a technology wherein the machine or data is taught to understand human behavioral trends. Artificial Intelligence technology can think, respond and perform tasks just like humans based on the data it analyzes. AI can perform highly specialized tasks like robotics, speech and image recognition, problem-solving, content creation and generating predictive & targeted content etc. Bots based on AI is being utilized for Customer support by many Companies, AI can even have applications in research and development. AI can boost performance from the backend, i.e by analyzing data on products and customers efficiently as well as from the front end by providing a seamless Customer experience.
- Voice search optimization
We all are familiar with Amazon Alexa, Siri and Google Assistants. They are voice-based search assistants which can perform a wide range of tasks. Users need to just speak directly to a device which then performs the corresponding required action. According to PwC, 65% of 25-49-year-olds speak to their voice-enabled devices at least once per day. Speech recognition has evolved to become extremely complex and precise. This has resulted in higher reliance on voice search as it is a more convenient way to search and the user experience is amazing compared to normal typed-in search. Voice search technology has impacted the search trends and SEO. As per research, the sales of smart speakers have skyrocketed in the last 2 years, which indicates the urgent impending necessity of platforms, websites and interfaces to adapt to this new mode of evolving voice search. Optimizing for voice search improves your overall search performance. Voice search rankings are also becoming a critical component. Hence the role of Voice search optimization is becoming increasingly relevant, which means your web content needs to be optimized for voice activated technology. Voice search optimization is simply the process of optimizing your pages to appear in voice searches. When you optimize for voice search, you optimize for the way people conduct verbal searches.
Automated Email Marketing is the process by which automated marketing emails are automatically sent to a target segment of Customers, based on set criteria, which then may or may not automate a sequence of auto-generated emails based on various factors. ‘Automated & Personalized Email Marketing’ as the term suggests is the process of sending automated emails which appear authentic and is personalized like an organic conversation. This would mean customizing context, relevance and accuracy. For this you would really need to understand your target Customers and have updated firmographic, demographic, behavioral, and technographic data. The utilization of the combination of great data and attention-grabbing content can give outstanding responses to automated and personalized email marketing. This is a highly efficient and flexible strategy too as after the well-planned initial setup for automation, manual intervention is quite less.
An example of this would be the customized email notifications that you receive from Swiggy, Ola or Rapido. The AI analyzes your usage of their platform and based on it sends highly customized emails which efficiently grabs the Customer attention. If you are a regular user of the Ola app and after a streak of daily booking for 2 months, if the app identified that you have no used it for a week, you can expect a friendly reminder on offers or climate or traffic and a warm invitation to book the next trip, which actually works, if someone had by chance switched to their competitor briefly, that’s the impact of personalized email marketing.
- Influencer marketing
Influencer Marketing is a combination of old and new marketing tools. The idea of celebrity endorsement is placed into a modern-day content-driven marketing campaign. The key difference is that Brands and ‘influencers’ collaborate for this technique of marketing. Interestingly influencer marketing doesn’t always involve collaborations with celebrities. Influencers are usually experts within a specific community who endorse or review products, software, or even thoughts within their field of expertise. Others in the community may look to them when making their own purchasing choices and hence influencers yield a lot of power. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting. According to the ‘influencermarketinghub’ an influencer is anyone who holds ‘the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience’ and ‘a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche’. They are social relationship assets.
It is basically the collaboration of a brand with an online influencer to market one of its products or services. Let us look at an example.
- PewDiePie a Swedish youtuber has over 100 million followers as of July 2022. An Energy drink Company and gaming company has collaborated with him for promoting their products.
‘Hyperlocal SEO’ is Search Engine Optimization for smaller more focused localities such as neighborhoods, towns, streets, and spots located near well-known landmarks – rather than ‘local SEO’, which would normally stop at cities, districts, or regions. It is a micro-level of optimization which focuses on a specific geographical area through a microscope. For a local business, having a presence on a hyperlocal search engine results page (SERP) is critical and challenging. If your small, local business relies heavily on walk-in customers or nearby customer’s google search for solutions for photoprints, xerox, dental clinics, dogwalkers, movers and packers, etc, then your business will benefit by investing in optimizing your online presence through hyperlocal SEO. The advantages of Hyper-local SEO include firstly the ease of access to information on local businesses by customers, secondly it gives local businesses increased online visibility and an upper hand over local competitors, resulting in accelerated business growth.
Hyperlocal keyword research is key to win by utilizing this marketing strategy. It is also highly essential to optimize your hyperlocal SEO content. After a refined Hyperlocal keyword research, significant focus should be on creating locally relevant content which will help the Customers understand the business and its unique selling points better.
- Video marketing
Video marketing has always been there in the industry however the difference is that it is now present on every platform and channel. Video marketing is the usage of videos to promote and market a product or service. As the requirements for creating a quality video became easier and the consumption of online media increased with the pandemic, video marketing too is now more popular than ever. Usually when a video is involved the content gets more engaging. Video marketing improves SEO and boosts sales. A video on a web-page increases page quality and the time spent on the page by the user. Backend analysis of viewed videos also helps AI or a Team to study various factors and prioritize or re-prioritize different aspects of their business based on collected data. Most videos give a personalized customer experience.
A clear strategy has to be planned before creating their videos to avoid wastage of time and resources. Crucial Factors to consider are research on target audience, their interests & preferences, realistic timelines and budgets, platforms for distribution etc. Videos can be created for various stages of marketing. To attract new customers to your brand, an awareness video can be created. To engage your audience, a consideration video can be created and you may choose to create a decision stage video. You may also create a video to retain existing customers. They may also promote customer testimonials and live-stream events which will increase visibility and business growth.
An example of video marketing would be that Swiggy Ad video that pops up while you are watching a video on Youtube.
Who is a Micro-Influencer? A micro-influencer is an individual with a social media following that’s above an average individual’s but not at the scale as that of a celebrity. Usually this is between the range of 1000 and 100,000 followers and yet will most likely have high rate of engagement with the audience. They may use their influence on the followers to promote products or services relevant to their interests or expertise. Authenticity is currency in the digital space, influencers earn it by building rapport with their audiences, and brands try to leverage it with the help of influencers by providing an authentic endorsement of their products at a much lower cost than celebrity influencers.
Collaboration with Micro-influencers is a current digital marketing trend. Brands collaborate with Micro-influencers for more than just the initial spotlight, the rate of engagement and trust factor is high. When a Micro-influencer promotes a product / service it is considered an endorsement as opposed to a celebrity who promotes a product / service, which is just viewed as an Ad and people rarely gets engaged on it. Whereas on a Micro-influencer’s endorsement audience may ask questions or share or like. The benefits of collaborating with Micro-influencers are that they have a niche or highly targeted audience usually, high engagement rates and they are more affordable.
By taking up an online/offline digital marketing course or interning at reliable institutions, following blogs and relevant channels in the social media, you can always stay ahead of the digital marketing trends, constantly in touch with digital marketing updates and purse a highly lucrative career in digital marketing.