14 Future Trends in Digital Marketing
What does the future of digital marketing look like?
What jobs in digital marketing will be in demand?
Is social media on the way?
We have summarized some important facts and figures for what marketers should be prepared for in the future. Until 2022.
Here is our list of future trends in digital marketing:
1. Content marketing becomes “content sales”
More and more marketers are recognizing the importance of content marketing.
According to the Content Marketing Institute report, 93% of the most successful B2B content marketers indicated that their organization is extremely / very engaged in content marketing.
Companies are changing their way of creating marketing materials. This is where content sales come into play.
This essentially means that content should be created to support sales processes. Marketing teams must have a strategic strategy for creating content and adapting the content strategy to the customer journey. In addition, it is crucial to measure the impact of content marketing on sales. This can be achieved by setting the right KPIs for content marketing.
How many leads were generated through content marketing efforts?
Does my content nurture existing customers and create trust?
2. A single provider of marketing software
Did you know that an average company uses 91 cloud-based marketing services?
Marketers are overwhelmed by the number of marketing technology providers. Therefore, switching to an all-in-one software is a growing trend.
Liana Technologies tools are designed so that only one login is required to access all tools, to improve marketers’ work efficiency and save their time.
3. Hyper-targeted advertising
If you work in marketing, you’ve probably stumbled upon the term banner blindness.
What does that mean?
Readers tend to ignore ads because most of them are irrelevant and intrusive. But even though readers feel overwhelmed by bad digital ads, they don’t mind good ads.
According to research by Digital Connections, 49% will ignore a brand if it bombards them with ads or if they think advertising is irrelevant, while 36% of respondents are more likely to make purchases from a brand that sends tailor made messages.
This means that the future of digital advertising only shows users for hyper-relevant ads and uses precise audiences.
4. Voice Search
The future of voice-driven search queries seems promising.
In the US alone, sales via voice-controlled trading are expected to reach $ 40 billion by 2022.
5. New jobs in marketing
The explosive growth of Big Data results in a need to critically analyze and interpret huge amounts of data that companies receive.
Therefore, new jobs will be created such as Market Research Analysts in the near future. Boston University predicts that the position will increase by 41.2% by 2020.
In addition, Growth Hacking jobs are on the rise right now. Growth hackers use different digital marketing strategies and have a more experimental and lean approach to marketing.
6. Customized content
90% of all brands will practice at least one form of tailored marketing by 2020. (Gartner)
Although some forms of customization have already been used for some time, personal websites will flourish in the near future.
Amazon already does this: directly on the website, your past behavior is analyzed and you promote products you may be interested in.
7. Sales and marketing are merging
The increased popularity of technologies such as marketing automation platforms is gradually blurring the lines between marketing and sales.
Nearly one-third of those who responded to our survey indicated that marketing automation promotes the collaboration between sales and marketing.
Therefore, in the future we can see closer cooperation between the sales and marketing team. In some companies, the two teams may even be merged.
8. Investments in digital marketing will grow
As more and more companies have a significant ROI of digital marketing investment, investment in this area will increase steadily.
The Drum predicts that the global digital marketing software (DMS) market is touted to grow from $ 37.48bn in 2017 to $ 74.96bn by 2022.
The market will grow due to increased investments in digital advertising. According to CMO, 87 percent of total marketing budgets will go digital by 2022.
9. New customer behaviors
As we mentioned in a previous post on digital marketing trends, Generation Z is expected to make up about 40 percent of all consumers by 2020.
There’s only one year left.
How to take advantage of this category of consumers?
Work with influencers. Generation Z and well-known influencers on social media now go hand in hand for now. In fact, 86% of women use social media as inspiration for purchasing.
Focus on video content. 95% have ever seen an information video to learn more about a product or service in 2018 according to Wyzowl’s survey. (Here you will find the best information videos you should not miss.)
Be transparent. Generation Z values transparency and makes its purchase decision based on it.
94% of consumers say they would remain loyal to a brand that gives complete openness.
Of course, companies that fail to deliver transparency and authenticity will lose out on something.
The GDPR Regulation, which came into force in 2018, showed us the importance of handling customer data in an open way.
This is one of the ways we at Liana Technologies show that we handle customer data securely:
11. “There’s an app for that”
From seeing when the bus goes to book the holiday – all this is done today via a mobile device. The use of mobile devices shows no signs of diminishing.
According to AdAge, mobile spending will grow to $ 65 billion by 2020 in the US alone. The development of 5G technology will facilitate how marketers use mobile data and communicate their messages online.
12. New behavior on social media
This might sound incredible:
We tend to spend less time on social media nowadays. In addition, quite a few users deactivate their social media accounts.
32% of all users in the UK and US say they have disabled or closed a social media account in the past 12 months, according to GlobalWebIndex.
What does it mean for marketers?
First, there is an obvious need to create more engaging content, for example, using VR&AR technologies.
Second, channels such as e-mail marketing and public relations emerge.
13. Just-in-time marketing
Just-in-time marketing focuses on creating marketing content that is needed, when needed, and tailoring it to consumers’ needs exactly when they are ready to buy.
Accenture Interactive discovered that 38% of companies as just-in-time marketers have increased their annual revenue by more than 25%.
How to apply just-in-time marketing in practice?
A marketing automation platform will deliver your message at the right time and do a lot of basic work for marketers.
14. The increase of AI
We are approaching the stage where AI is no longer a fashion word. AI technology will soon be integrated into digital marketing and will have a huge impact on it.
According to Gartner, AI will be present in almost all new software products by 2020.