8 key digital marketing trends of the future

Digital Marketing strategies are a crucial part of how modern companies function. Digital marketing will continue to grow and evolve as trends in internet usage change.

Below is a list of eight key digital marketing trends of the future.

DISCLAIMER.

These strategies may already be popular, but their effectiveness will stand the test of time and they will continue to grow. Start implementing!

1. Personalisation

The landscape of marketing will keep changing as the digital revolution continues to transform business and consumer communication. Personalisation will carry on boosting engagement while promoting value to audiences. A study by PWC’s Digital Services group stated that 94% of senior level executives believe delivering personalisation is critical to reaching and retaining customers.

Personalisation generates interest, while helping you to keep loyal and, ultimately, satisfied customers.

2. Internet of Things

The Internet of Things (IoT) is the network of physical devices that have electronics, software and network connectivity. Experts estimate that the IoT will consist of 30 billion objects by 2020.

IoT isn’t only changing the way we live our lives through being ever-present, it’s changing the way we see our audiences and markets. Consumers need information on-demand and create a demographic on the move. We can build a greater persona for efficient campaigns and marketing that isn’t only accessed through an inbox or web browser.

3. Behavioural Analytics

Behavioural Analytics links with IoT. It’s a recent advancement in business that reveals insights into the behaviour of consumers on eCommerce platforms, online games, applications and IoT.

You know when you add something to your cart, leave without paying and go onto Facebook or your browser, but there’s an offer or advertisement for the item you were about to buy? That’s behavioural analytics. It’s key for retargeting and has changed the way companies utilise the information given to them so consumers go to the next stage.

4. Big Data

As Big Data continues to expand; volume, complexity and influence on marketing will grow in correlation.

That means information derived from big data will continue to impact decisions and strategies. Big data will carry on effecting your customer engagement, retention, loyalty and how you optimise your campaigns.

5. Accelerated Mobile Page (AMP)

AMP is a project from Google and Twitter which makes mobile pages load faster. Friendlier marketing materials are on mobile, and the quicker they load, the better they will perform.

It's an initiative that makes websites and adverts keep up with the increasing need for instant information on mobile devices. In 2016, mobile device searches outgrew desktop searches worldwide for the first time ever.

6. Latent Semantic Indexing (LSI)

LSI is a mathematical method that determines the process a search engines algorithm uses to identify keywords and their context. Understanding this is crucial behind any keyword and SEO strategy. Google always tweaks and updates its algorithms and search engines to make them as user friendly as possible. In the coming years it will be more important to stay on top of these updates, and on top of your content, than ever.

7. Interactive Content

Interactive content is the best way to engage, entertain and interact with your audience. Examples include assessments, calculators, trivia, polls/surveys and knockout tournament style competitions. This helps to create an individual experience for the user which utilises the stand-alone experience.

Think Buzzfeed.

Buzzfeed is now a giant within the content industry, and it has built this platform through interactive content. Use interactive content to build databases and improve lead nurturing by understanding your audience.

8. Influencer Marketing

Influencer marketing uses one person, “the influencer”, who has an influence over potential buyers. Rather than looking at the target market, they will focus on influential people and the brand association. That becomes a platform rather than numbers, clicks and impressions.

2016 survey revealed that 84% of digital marketers planned on executing at least one influencer marketing campaign in 2017. In 2018, those numbers are only set to increase due to the popularity of influencer marketing and the names associated.

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