In digital marketing, looking towards the future is part of what makes campaigns so successful – we call it trends! Staying ahead of your online competitors can be made easier with predictive analysis. And with the latest online technology advancements making an impact in how consumers use the web to search for what they want, much better insights into online marketing trends are leading the way for brands around the world. With these ever-changing digital advertising techniques, we can look at some digital marketing trends for next year – 2019.
Semantic And Voice Search
Last year’s Google/SOASTA study stated that almost half of online customers, or 47.42% to be precise, rely on their mobiles and tablets for search purposes. And not only using mobile but also its voice-activated speaker function, which works similarly to smart speakers (Google Home and Amazon Echo for example).
What Is Semantic Search?
As voice search (semantic) increases, so does the need for user intent and contextual relevance, something Google already started to address with the Hummingbird algorithm. In digital marketing, integrating SEO practices with voice search doesn’t mean you have to throw away your keywords and start from scratch.
An increased focus on both conversation and long-tail keywords with ‘how’, ‘what’, ‘how to’, ‘why’, ‘who’, ‘where’, and ‘when’ are great to help answer customers’ questions. The more specific you are, the better it will be for SEO and ranking purposes.
“Think with Google” researched how smart speakers have been helping the online customer experience and how they’re shaping modern consumer behaviour:
A Better User And Human Interface
41% of people using smart speakers stated the feeling as that of talking to a friend or another person. People use ‘thank you’, ‘please’, and ‘sorry’ when using smart speakers, seeing them as more than just technology. Almost 70% of Google Assistant requests are made in natural language and not web search keywords.
Smart speakers and devices let the customer multitask by not requiring any typing, which also gives them access to instant answers and information.
Semantic Search For Brand Identity
52% of people with smart speakers would like brands to tell them about sales, promotions, and deals, and 48% say they would like brands to give them personalised information and tips on products that can make their lives easier.
Part of the users’ daily routines. Checking train times and setting reminders are only a couple of examples on how smart speakers are becoming part of daily routines, as stated by 72% of the enquired people.
Additionally, optimising your Google My Business listing will allow you to take advantage of this increase in voice search. Searches such as business opening hours and directions are typically done on-site and, the more your information is optimised, the more chances you have of getting noticed.
What Is Native And Personalised Advertising?
Modern consumers fight against advertisements, as you’ve probably noticed by now with browsers now coming with ad blockers. This calls for native advertising to provide consumers with inconspicuous and honest ads as they explore websites. Native advertising gives you a much more effective ad campaign than conventional advertising because it allows you to have a real level of engagement with your audience.
What Is Fair Digital Advertising?
Online transparency is also on the rise thankfully, with multiple social influencers now stating when their posts are promoted. We think that other social media platforms will very soon follow Instagram’s footsteps of how sponsored content is displayed, matching the audience’s expectations and needs. With the wide variety of data available through artificial intelligence AI and machine learning, it’s much easier to personalise your marketing campaigns than ever before. You can measure and target purchasing preferences, habits, browsers, and much more.
Online Marketing Trends and Augmented Reality
Augmented reality is already being used by companies like IKEA, who introduced a brilliant shopping app in 2016 to make your life easier. It allows you to view how a specific piece of furniture would look like in your home and in real time.
How To Build Your Online App
Integrating augmented reality in your digital marketing campaign can be done through these three easy steps:
1. How can augmented reality help make your customers’ lives easier? If it doesn’t fit in with your marketing funnel and sales objectives, then move on.
2. Explain the value of it your customers. Let your digital audience know how you can help them benefit from using the augmented reality experience you’ve developed.
3. Don’t complicate it. A simple and practical experience is all your customers will want, so don’t complicate things if there’s no need to.
What Is Facebook Retargeting?
With a reported 2.20 billion monthly active users since March 31st of this year and 1.45 billion daily active users, Facebook has become the best platform for remarketing. Many online companies use it to their benefit to target visitors and make the most out of any lost traffic. Any website visitors are tagged through cookies and able to be remarketed to quite easily.
How does it work? A code is put on your website to trigger your ads to start following the tagged visitors around the internet. Facebook remarketing follows the same principle, but your ads are seen on Facebook when users scroll through their feed. This can be a great opportunity to increase your sales and conversion rates on your worst selling products.
Understanding how to better target and engage with your online audiencesin our ever evolving digital world opens the way for successful digital marketing campaigns. Talk to us today about Digital Marketing in Devon.