Digital Marketing, one of the hot topics in the Martech arena, evolved as a pivotal aspect amidst the pandemic. Click on the link & check what lies in its future
2020 has almost ended, we know it had arrived with some unpleasant surprises, and with so much mess around and the second wave of COVID-19, we can’t even hope for a happy ending. But we should also remember that a new decade has arrived for the world as also for digital marketing strategies. The present situation of COVID 19 pandemic is acting as an optimizer for digital marketing, even Coca-Cola is also taking the help of digital marketing strategies to reduce the impact of the pandemic.
With platforms like Tiktok and Instagram Reel revolutionizing the meaning of short video content and capturing the attention of generation Z, this year’s trends will spark a dramatic shift in marketing technology and customer behavior around the globe.
As a deep-rooted part of digital marketing, Pay Per Click (PPC) is well-known for providing a boost to ROI under the right circumstances. As per reports PPC users are 50% more likely to purchase than organic visitors as of 2019 and 40% of brands are willing to increase their PPC budget.
With PPC gaining more traction, Artificial Intelligence is also occupying an important role in digital marketing.
AI is no longer the next big thing in marketing, it is a big thing now.
AI-powered tools are flourishing the market now, with a drastic change in demand.
Let’s have a look at the changes that digital marketing agencies are adopting in 2021,
Using Multiple Platforms
When it comes to the success of PPC, the majority of marketers still think of merely a platform implemented by the duopoly of Google and Facebook.
This year, smart marketers are planning to test multiple platforms in order to decode whether a single platform will benefit their marketing strategy. With social media growing at an extraordinary pace, testing platforms such as Instagram Ads, Twitter Ads, LinkedIn Ads, and Amazon Ads offers the chance to experiment with new PPC networks, indulge in numerous targeting options, and reach millions of audience globally.
Social media is only a small cornerstone in the expansive universe of PPC networks.
From Bing to RevContent to Advertise.com, there are numerous, specialized platforms for marketers to effectively implement a PPC campaign.
In short, marketers are in a mood to broaden their PPC horizons this year.
PPC and SEO will work together
As we all know, it is often deemed that PPC and SEO are opponents of each other, but they have a crucial relation that drives the results of a digital marketing campaign.
This year this relation will be used in a better way to maximize success. By exchanging important keyword data and SEO ranking data, SEO and PPC teams will integrate to recognize position strategy and enhance Search Engine Result Page (SERP) coverage for all customers.
Why 2021 is the year for SEO and PPC integration? Because, after all, this relation has been building for several years now. It has become more important from ever for marketers to address the relation between PPC and SEO because they will be forced to reconsider their strategy in a landscape driven by constant change.
Many marketers still take a completely different approach towards PPC and SEO with different strategies for them. This is the year for marketers to broaden their horizons and redevelop old fashioned strategies from the ground.
Thanks to smart devices like Apple’s Siri, Google Home (Nest), Amazon Alexa, etc. verbal integration with devices is constantly rising. An important lesson is that people like to talk and that is a preferred method of interaction. And now machines are finally catching up to the ways in which people want to search, shop, and find new things.
However, this presents some interesting challenges as well. Conducting voice search is completely different from typing a query, particularly in the results. When an individual performs a text-based search, the screen displays the results one page at a time. But when someone asks a smart device to conduct a search and the device answers verbally, it might not only give some choices at max and frequently supplies just one choice.
Digital Marketing Institute once said about voice search that, Adopting a voice search strategy isn’t only about remaining relevant, it’s also about building a unique and optimized customer experience that will foster relationships and develop brand loyalty.
Digital marketers targeting voice search users should remember to write in a conversational tone, using keywords that people will speak instead of type. Doing this will enable them to get the desired position zero or featured snippets on Google.
Case Study: Breakthrough technologies accelerating growth
A company that is so defined by AI that it changed its name from C3 IoT to C3.ai a few years ago has taken a leading role in utilizing the technology to fight COVID-19. The three-time Disruptor 50 Company teamed up with Amazon Web Services in April to develop a COVID-19 ‘Data Lake’ which unites data sets, updates them in real-time, and offers researchers a clear starting point for generating usable insights. It is now the largest source of COVID-19 data worldwide according to C3.ai
It doesn’t really matter what your industry is, or what products and services you offer digital marketing trends can’t just be ignored, especially after realizing its importance in this pandemic. This year, voice search, AI technology, video, and interactive content will be among the most prominent digital marketing trends. There is no time for a business to stand still, as the younger generation is more tech-savvy consumers of today and brands want to connect with them in new and exciting ways that make the customer journey easier and more enjoyable.
All digital marketing strategies and operations are now affected by AI-powered tools. From startups to large enterprises are selecting AI-powered digital marketing tools to enhance decision making and campaign planning.
According to reports, brands who have recently adopted AI for marketing strategy, predict a 37% decrease in costs along with a 39% increase in revenue figures on an average by the end of this year alone.
A study also predicts that AI in digital marketing is expected to reach a global market of $21 billion by 2023, growing at a consistent Compound Annual Growth Rate (CAGR) of 26%.
ABOUT THE AUTHOR
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.