Within a successful, modern digital marketing plan, it’s increasingly critical to ensure the latest technology, trends and techniques are at the very least, considered. Here are 5 current techniques you may have overlooked that could give you the edge over your competitors.
1. Get the conversation going in your digital marketing
Instead of directing people to lead capture forms and waiting for a response, conversational marketing uses targeted messaging and AI automation to engage with people when they’re on your website.
This digital marketing trend employs intelligent chatbots with machine learning and natural language processing (NLP), allowing customers to have a two-way conversation with a brand. Shifting from an asynchronous way of marketing to real-time conversations presents a major learning curve as conversational marketing grows in 2023.
2. Create content that interacts with your customers
If you’ve used the internet within the past decade, you’ve likely come across interactive content without even realising it. Gone are the days of static posts and passive consumption, today’s audience wants content that demands attention. Marketers are developing dynamic, two-way experiences that encourage active engagement from their target audience with content such as:
- Interactive infographics
- Interactive maps
- Interactive videos
81% of marketers agree this low-cost, high-impact content strategy is much more effective at grabbing potential buyers’ attention than static content, but the benefits don’t stop there. Interactive content is a great trend to try if your content marketing goals include:
- Enhanced audience engagement
- Improved customer learning
- More leads and conversions
- Increased brand loyalty
- Streamlining the customer experience
3. Virtual Reality is just about to explode
Over the last few years, Meta unveiled their up-and-coming Metaverse. This fast-tracked the need for marketers to implement hybrid and mixed-reality experiences into their marketing mix. Virtual reality (VR) marketing allows brands to promote their products or services using VR technology to create a simulated but realistic experience.
While many brands have successfully used augmented reality (AR) tactics to attract customers, few have designed a completely immersive virtual reality experience that would require a VR headset.
Virtual try-ons and branded Instagram filters will continue to have an impact in the future marketing landscape, but expect to see even more innovative VR marketing tactics take centre stage soon.
4. AI is getting very clever, it’s time to harness it’s power!
According to a recent study by Razorfish, three-quarters of marketers fail to use behavioural data for online ad targeting. New technology is working to make this data more accessible and affordable for small businesses.
Artificial intelligence is poised to make a huge impact in many industries within the next few years. Marketing professionals are now leveraging AI methods such as data models, algorithms, and machine learning to better understand their target audience. This data can help marketers optimise spending, customise and target content, and personalise their customer experience.
Marketers are already reaping the benefits of AI technology, such as:
- Smarter, more targeted advertisements
- Accurate trend-spotting and predictions
- Better understanding of buyer behaviour
- Increased customer retention and loyalty
- Enhanced self-service capabilities
- Higher ROI through effective targeting
5. All (Internet of) Things bright and beautiful
The Internet of Things (IoT) has taken off in recent years and is now broadly accessible (think Alexa and Siri). This term describes a network of “things” that are connected through sensors and software for the purpose of connecting and sharing data with each other over the internet.
According to Cisco, 500 billion devices are expected to be connected to the internet by 2030. This means marketers should start thinking about how to incorporate IoT and artificial intelligence into their programs to maintain omnichannel marketing across channels their potential buyers will be using.
What techniques can you include in your digital marketing plan to make it even more effective? What would/could the benefits be?
Let us know!
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