In 2018, the world witnessed a global pandemic. The result was a huge shift in the way consumers consume content, and that shift was reflected in the way digital marketing is conducted. The pandemic, changing consumer habits, and rise of new digital technologies will continue to drive digital marketing trends. Listed below are a few of the biggest shifts in digital marketing in 2018.
Chatbots – This technology has revolutionized the way we communicate with brands. Chatbots have become an integral part of digital marketing. Customers prefer chatting with a bot over a human. These virtual assistants have the added benefit of remembering purchase histories and never losing their cool. This digital marketing trend will save up to eight billion dollars per year, according to Juniper Research. In addition, many businesses are now incorporating social media into their online marketing strategy. Social commerce can offer more significant benefits to businesses than just marketing.
Increasing awareness of privacy – In May 2018, GDPR was implemented, ensuring transparency in data collection and use. Similar laws have since been enacted in the US. Google has also made strides to protect privacy by removing third-party cookie tracking ads. It has also introduced a new feature called shorts, wherein users can upload 18-second videos. The brand Sephora, for instance, has become prominent in this trend, using short videos to communicate with their audience and increase sales.
Mobile – According to Boston Consulting Group, two-thirds of all digital ad spending is directed to Google and Facebook. Moreover, businesses should optimize their websites for mobile users. Mobile-friendly design, high page speed, and no pop-ups are some of the key aspects to consider in mobile optimization. A comprehensive mobile audit can help identify the various aspects that need to be optimized for mobile devices. And remember that a mobile audit will help identify issues.
Adaptive customer journeys – For instance, if a customer is looking for a new sofa, he will probably download an app that allows him to try it out. Augmented reality (AR) and geo-fencing are also important for local businesses. Increasing relevance is crucial in the post-COVID-19 world. The use of machine learning to determine what kind of content to promote is relevant is another important trend for online business owners.
Direct-mail – In 2021, direct-mail will be dominated by postcards. Postcards are highly effective in capturing prospects and customers’ attention. Unlike traditional mail, postcards don’t require envelopes, which makes them cost-effective. Another trend in digital marketing is short copy. Direct-mail copy is on average 62% shorter than it was in 2014.