Technology gave birth to digital marketing. And it’s technology that continues to shape it and magnify its use in promoting products and services into the future. Marketing experts foresee the following technological trends that will escalate the future of digital marketing.
1. AI Version 2.0
Artificial Intelligence is already at work in the digital marketing world. But it’s just the beginning. As its technology advances over the next few years, its application in the marketing world will intensify. Customer data collection, sales monitoring, user behaviors, hyper-personalization, and automation of repetitive work are some ways AI can contribute to digital marketing. We’ve touched on how AI will impact the future of marketing in this post.
AI and Programmatic Advertising
AI’s refinement in market data collection helps optimize programmatic advertising in bringing ads in front of the right audience. In programmatic advertising, an algorithmic program manages the sale and placement of digital advertising impressions through ad exchange platforms in milliseconds. The speed of ad placement and the more accurate audience targeting makes programmatic advertising a valuable tool for marketers.
And it’s not just the placements that AI is now playing a part in advertising. AI-powered ads are now already running in Google. AI is optimizing these ad campaigns by picking out the ad copy and designs that show the best performance. Not only that, it also automatically adjusts based on how the audience engages. As this technology is refined, it will have a huge impact on optimizing the ad spending of brands.
2. Big Data Utilization
As AI becomes more efficient in data collection, marketers are faced with more information than ever. When handled right, this data will help marketers get to know the market better, thus, helping them provide solutions to their problems.
Big Data continues to get bigger and bigger as people continue creating content. In 2020, NodeGraph shares that these are some of the things that’s created within a minute online:
- 200 million emails sent
- 4.7 million videos viewed on YouTube
- 4.2 million search queries on Google
- 480,000 tweets constructed
- 60,000 images uploaded
By 2025, NodeGraph estimates global data to hit 175 Zettabytes (ZB). A ZB is equivalent to 1,000,000,000,000,000,000,000 bytes. If you were to download it using today’s internet speeds, it would take you 1.8 billion years to do it.
3. Voice-Powered Technology
The collection of Big Data pushes on with voice-powered smart devices and its corresponding voice searches. As people are getting used to talking to Alexa, Siri, and other voice-powered smart devices, this will become a conventional way to use their gadgets. For this reason, marketers are already optimizing content for voice searches. They’re also working their way into these avenues to market their goods. This spawned targeted Alexa ads and marketing messages that run on the lower-priced Kindle gadgets.
As more and more people adapt to voice searches and voice interactions with their devices, they continue to consume content using video.
4. Video Reigns Over Other Digital Content
Video has ensconced into the hearts and habits of consumers as they now engage more with videos versus written and other forms of content. This is why a whopping 92% of marketers make video marketing part of their strategies. Why wouldn’t they when YouTube is now displacing Facebook as the second-most frequented site. You already know Google is on the top spot.
Now is not the time to still be deciding whether or not to adopt video marketing in your strategy. If you still are, you may be left behind as many marketers are already leveraging video in their brand marketing. What’s more, video will work with another tech trend that will stir things up in the marketing world . .
5. Augmented and Virtual Reality Becoming a “Common Reality”
Years ago, the world went crazy playing the augmented-reality mobile game Pokémon Go. Marketers were able to use AR to sell to Pokémon-Go-playing customers. Now, the application of Augmented Reality (and Virtual Reality) is expanding beyond games. Businesses are using AR to get through to customers. Consumers can now virtually try on clothes at home, thanks to fashion brands now adopting AR to make virtual fitting happen.