SVP Marketing of CUJO AI, 14 years experience marketing for tech companies, PhD of Economics, more than 60 articles in business magazines.
The digital landscape also abides by the Darwinian principles of evolution. That explains why businesses that adapt to fluctuating trends generally come out on top, and those that fail to accommodate the latest digital developments often fade into the background.
The digital atmosphere is fueled by competition. And if you want your business to thrive, you should stay updated on the latest tools and methodologies for boosting your online presence.
The influx of change during Covid-19 has extended to the marketing department, and there are plenty of tools and opportunities available to engage more effectively with audiences.
The following guide elaborates on the digital marketing tactics your business can use to improve leads, sales and conversions in the coming year.
1. Hybrid Events As The “New Normal”
The pandemic left a mark on almost every industry. And even though businesses are finally opening up, the chances are good that we won’t ever go back to normal as we knew it.
I believe the way we work, socialize, buy and live has evolved for good.
The move to hybrid events is one change that has become part of the new normal. While the pandemic didn’t start the hybrid event culture, it did compel businesses to adopt this model fast in light of remote work and social distancing.
Hybrid events offer a combination of in-person and virtual components that can make them more sustainable and inclusive.
Essentially, companies host events for attendees to strategize, to inspire innovation and creativity, and to build an atmosphere in which individuals can connect. Unfortunately, while in-person events allow firms to meet these objectives, they can also cost more and have a negative environmental impact.
On the other hand, as one Forbes article explains, hybrid events may be more eco-friendly. Moreover, these events can be more inclusive of individuals with disabilities, which can make them ideal for accommodating a larger audience.
I believe the pandemic raised awareness of the need for sustainable practices. Hence, in the upcoming year, customers may favor businesses that implement the hybrid model.
2. The Power Of Artificial Intelligence
Artificial intelligence has been prevalent in the digital marketing sector for quite some time now. But in the upcoming year, I believe companies will integrate AI-powered features in their SEO, SMM and other digital marketing strategies.
AI technology can help companies conduct business forecasting and predictions. For example, AI tools enable firms to analyze thousands of matrixes to produce precise extrapolations for demand and growth forecasting. Moreover, health care, finance and other industries can use AI-powered tools to formulate digital strategies to attract and retain customers.
I believe businesses will rely more on AI tools for digital process automation, such as using conversational AI and robotic process automation (RPA) to provide an automated response to customer queries. This could ultimately improve the business’s customer service satisfaction score.
Moreover, companies can implement AI into different areas of their digital marketing strategies. For instance, businesses can use AI tools to automate their SEO work by getting real-time feedback on the usage of keywords, links and more.
Firms can also use AI-based content planning and optimization tools, AI-powered email marketing tools and AI-based digital advertising tools to streamline their digital marketing operations.
Search engines like Google have continued to prioritize quality content. Firms that focus on improving the user experience by using clear, attractive, engaging and informative content could improve their rankings, leads and conversions.
I believe the coming year will also see businesses optimize their pages for voice searches. According to 2018 Google data, 52% of voice-activated speaker owners would like to receive information about deals, promotions and sales; thirty-nine percent would like to receive business information like store hours.
Therefore, a business that optimizes content to accommodate voice commands customers use with Siri, Alexa or Cortana could improve its performance.
4. The Domination Of Digital
Using video content in digital marketing campaigns can yield fruitful results, and I don’t expect that to change anytime soon. This is because, according to research from video creation tool company Animoto (via SocialMediaToday), 93% of respondents said that video is helpful when they’re purchasing a product.
Video content is visually appealing and offers a convenient way for customers to get educated about a product or service. This means that video marketing can be an effective way to create engaging, attractive and informative content for customers.
You can include informational videos, product demonstrations, customer reviews and behind-the-scenes videos of your business processes in future digital marketing strategies.
5. Nonprofits As Business Opportunities
The global pandemic has brought changes in more areas than one. I believe Covid-19 has instilled a sense of the importance of community and environmental values in customers.
According to a 2018 report from Accenture, 62% of customers “want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices.” The chances are good that in 2022, brands will continue emphasizing these values in their marketing.
Build partnerships with nonprofit organizations that are actively helping the community, preserving the environment and generally making the world a better place. However, you shouldn’t just collaborate with nonprofits for the sake of marketing. Instead, you should make sure the philanthropic mission of the organization you work with supports your company’s values.
So, for example, if your brand is all about sustainability and eco-friendly practices, you can build an alliance with a nonprofit that has similar values.
Moreover, your marketing plan should include strategies for illustrating your support- and action-based priorities. You should not limit yourself to advocating for the nonprofit. Instead, take extensive measures, such as making donations or providing sponsorships, to get more effective results.
Staying updated with online marketing trends is cardinal for small and large enterprises. Companies should adapt to the changes in the digital realm to remain relevant, discernible and popular in their target markets.
For the most part, I predict that prevalent brands will adopt a customer- and environment-centric approach by promoting sustainable and eco-friendly practices that prioritize community values in the coming year. That said, firms should also focus on refining their user experience by improving their content plan, creating video content and integrating AI-powered technology into their operations.