Marketing has a rich history dating back to clay tablets in 3000 BC. Over the years, the industry’s evolved into a behemoth. Stones turned to paper which eventually turned to web-based content.
One of the only things more interesting than the history of marketing? Its future on digital marketing platforms. Read on to learn some trends and predictions that you can use to take your business to the next level in the coming years.
Mobile-Ready Platforms
About 60% of global searches stem from mobile devices. Because this figure is only growing with 5G and an increasing number of smartphone users, this trend is only growing. It’s important that your website be configured to look appealing on phone and tablet screens.
Make sure that you create a mobile-ready web design that’s easy to navigate on small screens. Make it scrollable and include large buttons and CTAs. Let people download a special mobile app so they can buy your products and services while on the go.
Voice-Powered Searches
As mobile devices proliferate, so does voice search. About half of queries made on smartphones happened via voice search. Hands-free technology has grown a lot since 2018 when it kicked off, and people are becoming more and more comfortable talking to their devices.
Because of this, you need to optimize for voice queries. When people type words into Google, they usually search for shorter queries like “Chinese restaurant in Chicago.” Now, with voice search, people will speak in full sentences like “Where can I get Chinese food in Chicago?”
You’ll want to work with digital marketing experts to fill your page with long-tail keywords that look like voice queries.
Businesses that want to go the extra mile can also let people use voice search on their mobile apps. It’s an innovative way to look for specific products and blog posts and doesn’t require manual navigation. Since people like this, it also will help you stand out over competitors.
AI and Machine Learning
Artificial intelligence has been proliferating across the marketing landscape for years. But in 2023, there have been numerous advancements that make it an even more useful tool. One of these advancements, machine learning, lets AI platforms learn from experience as they gather more intelligence. The bots train themselves to categorize data, segment customers, and communicate with your target audience.
Chatbots are becoming a customer service tool that’s set to replace live agents more frequently. When algorithms get more and more complex, they’ll be better able to emulate human representatives and assist customers quickly.
AI also can power ads on Google and social media. It can emulate the best-performing designs from competing businesses and use their best features. But this isn’t a good replacement for human marketers yet – AI isn’t creative enough to make your business stand out. It just draws on recycled designs from other sources. The same applies to blog posts and written content since AI bots can’t produce quality or engaging content. A human marketing expert can leverage AI tools to uplift your marketing strategy rather than eclipse it.
Programmatic Advertising
Search engine marketing (SEM) strategies rely on businesses bidding on marketing space under specific search queries. When you want to get a PPC ad up on Google, you bid on a keyword and placement for your ad. Once you win the bid, you get to display your well-designed advertisement.
Manually researching appropriate keywords and ad placements takes time. It also requires you to be savvy and be in the right place at the right time. There’s an element of luck to it that you don’t want to rely on.
Programmatic advertising solves this problem. Marketers can use animated technology to identify appropriate advertising space when it appears. The AI will then buy the space and display the pre-designed ad in a high-traffic location. All you need to do is enter the ad content, campaign goals, demographics, and constraints. The software takes care of the rest.
Video Content
Video content can increase website conversions by 80%. Movement is an eye-catching way to grab consumers’ attention, and consuming video is a favored pastime for most Americans. YouTube is the 2nd most-visited site on the web after Google!
There are also many different video types that you can leverage to connect with your target audience. Explainer testimonials can show other happy customers talking about how your solutions have helped resolve their pain points. People are more likely to trust reviews from peers with similar problems, form a connection to your brand, and make purchases.
Animated infographics are an awesome way to convey data and analytics about your business. You can include fun facts that show why you stand out above the competition.
If you sell physical products, videos can also be a powerful way to show their intricacies to online buyers. This will make people feel more confident in their purchasing decisions so they’re more likely to buy from you over the web.
Conversational Marketing
Not many things are more engaging than video content, but conversational marketing is even more interactive. These tactics let your target audience engage directly with you and make conversation. Chatbots are a great conversational marketing tool, but so are live chat and messaging apps that let them connect with real representatives.
Conversational marketing is great because it lets consumers establish a personal one-on-one connection with the brand. Parasocial relationships are powerful, and when you play your cards right you can establish a lot of trust with your audience. If your target market feels personally loyal and cares about you, you’ll generate a lot of conversions quickly.
Leverage Digital Marketing Platforms the Right Way
Now that you know some trends and predictions that will define the future of marketing, it’s time to begin boosting your business with top-notch digital marketing platforms. Whether you’re an HVAC contractor or a lawn care company, it’s critical that you take effective steps to contact your target audience.
Our team is committed to helping home services contractors reach residential clients with SEO strategies, PPC ads, and social media marketing campaigns. Contact Optic Marketing Group to learn how we can help you come up with a comprehensive business marketing plan so you can reach the clients who matter most.