On August 6, 1991, while working at the CERN lab in Geneva, Switzerland, British computer scientist Tim Berners-Lee published the first website. One wonders whether at the time he could have imagined the tech-marketing explosion this would lead to.
With that in mind, let us explore five of the top trends currently in digital marketing.
Big Data and Security
When it comes to digital marketing, one of the biggest fears most consumers have is how major corporations are using the personal user information they collect through devices such as smart speakers, tablets, and phones. Of course, most people are aware that their data is being analyzed mainly for marketing purposes and to offer them the latest trends in consumer goods and services.
Still, regular people are becoming more intelligent with each passing day and are demanding more in terms of data security and protection. Similar to what car and property insurance did in the past, they not only want but also expect giant multinational corporations to provide them with some semblance of reliability and personal safety.
A Participative Approach
Ever since the initial launch of Facebook on February 4, 2004, and Twitter a little over two years later, social media has completely changed how we communicate, share information, and find entertainment. From a business perspective, any self-respecting company will have at least two to three accounts to promote products and services and engage with existing and potential customers.
The days when all enterprises used well-known advertising agencies to reach out to millions of people through TV commercials and billboards across subway stations and airports are now seemingly gone. While major firms can and still do this, social media has leveled the playing field for smaller businesses that use catchy, targeted, inclusive campaigns where consumers voice their opinions in real-time and participate in the product creation process.
Whether your business is big or small, if it wants to succeed in a highly competitive market, it needs to provide much more than just a product or service. It also has to give people access to valuable information on the industry and those related to it. And there are few better ways to do this than through genuine, useful content.
If you visit any corporate site, chances are you will find a blog section filled with articles that range from product reviews and future company releases to purchasing guides and current and upcoming market trends. For the 21st century consumer, having as much relevant information as possible can be the difference between choosing one supplier or the other.
Virtual and Augmented Reality
The covid-19 global pandemic has wreaked havoc for enterprises worldwide. Examples include restaurants shutting down, entire shopping malls and department stores at minimum capacity, and service-related businesses like hair salons, spas, and fitness centers on the brink of bankruptcy. Yet, if there is a silver lining to this global virus is that it has forced firms to adapt, think outside the box, and find new ways to reach their clientele.
They have been able to do this through technology, namely virtual and augmented reality, or VR and AR. For instance, if you are the proud owner of a luxury furniture shop but cannot allow people into your showroom, you can instead provide a quality site where users can see exactly how a table, chair, or other collector’s item will fit inside their living room or kitchen.
We live in a day and age where anybody with a stable internet connection and a photo or video camera can put himself out there for millions and even billions of people to see. Best of all, you don’t have to be good at pretty much anything. As long as you have a charming personality and that “it” factor, chances are a whole range of followers will be interested in what you have to say.
At present, firms in all areas of business are taking note of this trend while saving themselves millions of dollars in advertising budgets by using regular people instead of high-profile celebrities and athletes. They are well aware that a Twitter or Instagram post by the right person will often do much more than a 30-second TV commercial with a movie star or award-winning musician.
As we can see, there are several key trends currently at the forefront of digital marketing. Five of the top ones are big data collection and security, a customer-first, participative marketing approach, the rise of content marketing, visual and augmented reality, and the influencer boom. Others include artificial intelligence, chatbots, blockchain technology, and search engine optimization.
In a world constantly driven by technological development and change, they will more than likely continue to define the industry in the years to come.