Trending Digital Marketing Strategies Backed by Technology

It was just fifteen years ago, when the first smartphone was released. Since the introduction of the iPhone, mobile devices have surpassed desktop computers as the primary source of Internet access.

As always when there is a shift in the technological landscape, the marketing landscape must adapt.

Search engine optimization (SEO) is a good example. Including a lot of keywords in a single article used to good strategy for raising its Google page rank. Then Google switched to “intent-based” search results, leaving marketers rushing to adapt their strategies.

Marketing and Technology

The marketing stack evolves as new technologies emerge. It surely can be challenging to stay up with the rapid speed of development.

What developments in advertising may we anticipate in the not-too-distant future? How does the marketers answer to new technologies? In this topic we will scratch the surface next. We’ll look at five specific instances, in which marketing strategies and tools have evolved in response to technological developments in 2022.

Sales and Marketing with the Help of AI

Machine learning (ML), a branch under the Artificial intelligence (AI) umbrella is deveoping t an increasing speed as our databases continue to grow.  machine learning is a technology with dramatic transformational potential for business. It is a technology using fairly simple algorithms to find its way in a neural network. Today, much of the tech that marketers use is powered by ML.

In addition to its many other use cases, artificial intelligence may be put to work to power more intelligent chatbots and virtual assistants; assist in decision-making by providing data-backed predictions and intelligent forecasts; assist search marketers in identifying high-ranking keywords and automate the process of posting on social media.

With a high rate of attrition in the post-pandemic economy, 2022 may be the year when AI truly came into its own. AI-powered process automation will help marketers generate better work quality while saving time on repetitive jobs.

Emerging Content Types

Research shows that 82% of B2B buyers see at least 5 pieces of content before engaging with a sales team. This makes content a crucial part of any digital marketing plan.

While we still see plenty of life in mediums, like blogs and eBooks, new competitors have emerged.

The majority of web traffic in 2022 is predicted to be video. It’s accounting for 82% of all consumer traffic. A study by Hubspot indicated, that 76 percent of marketers who used video in 2021 considered it to be the most successful content medium they could use.

Marketers are also finding success with live streams. This is a type of video content that receive 27% greater view time than pre-recorded videos. Live streaming contributes to the rise of “social shopping,” a phenomenon that mirrors the success of China’s pervasive Livestream sales. Live streaming is gradually making its way over the ocean to the West.

Prioritizing Privacy

Google’s plan to remove support for third-party monitoring from the Chrome web browser in 2022. This is a strong indication that things are changing. They have been at the forefront of targeted advertising and user monitoring for many years. Now Google is eliminating a crucial technology that has enabled targeted advertising.

Consumers dislike being followed. They despise that their data is shared with other parties. Thus, new data privacy laws like Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) made this shift unavoidable.

In the future, marketers will need to take more and more preventative measures to safeguard the personal information of their customers.

Third-party tracking cookies are soon to be obsolete. Thus, businesses and marketers are increasingly focusing on context-based advertising and developing custom user experiences using first-party data.

These developments bode well for the future of the Internet, ushering in an era of more privacy and security.

Conversational Marketing

More and more companies are embracing social media sites like Facebook, Instagram, and Twitter to interact with potential customers. Social media sites offer assistance. The expectation of instant gratification among consumers, especially the millennial generation, is likely to keep this pattern alive.

Hubspot reports that more than half of its clients want an answer within 10 minutes. This can be a high hurdle to overcome. An increasing volume of inquiries – demanding an immediate answer-  a puts pressure on customer human service agents. Chatbots can make it much simpler. 

Chatbots have improved greatly in recent years, thanks to developments in Natural Language Processing (NLP), to the point that many users prefer them for answering basic questions.

The best part is that Chatbots can cut down on handling time by as much as 77 percent, freeing up more time for human-to-human interactions.

NFT, Crypto, and Web3

According to a recent poll, “Web3” is one of the most talked-about technological developments in the business world.

The precise meaning of “Web3” is still being worked out. However, the term is commonly used to refer to a group of promising new technologies. The Web3-technologies can be based on e.g, blockchain. Blockchain technology, in turn, has the potential to radically alter the ways in which we do business.

Cryptocurrency is a well known blockchain technology. NFT is another blockchain based technology. NFTs, or Non-Fungible Tokens are blockchain-based tokens. Each token represent a unique asset, like a piece of art, digital content, or media. An NFT can be thought of as an irrevocable digital certificate of ownership and authenticity for a given asset, whether digital or physical.

While crypto and NFT have been around for some time, they have yet to be widely used by marketers and businesses.

However, this may alter with the introduction of Web3: Brands including Nike, Adidas, and Visa have experimented with NFTs, and Meta (previously Facebook) have declared that it will embrace NFTs and bitcoin in its next metaverse.

Although scepticism about Web3 is justified, its potential benefits include novel approaches to advertising and connecting with customers, as well as new ways to execute financial transactions.

Conclusion

Keepin’ up with the times is a full-time job. And it ain’t an easy job. Businesses who try to handle their own advertising often discover they have taken on more than they can handle.

When it comes down to it; what are your options to keep up with the rapid changes in the advertising technology (AdTech), marketing technology (MarTech), and consumer technology (ConsumerTech) industries?  

Outsourcing? This not only helps you keep up with the times, but it also frees you up to focus on what you excel in.