With each new Google update and every little insight into consumer behavior, digital marketing strategies morph into something more effective. This constant search for greater effectiveness, which ultimately boils down to getting more traffic and sales, ushers in new technologies and strategies as violently as it shoves out ones that are obsolete.
Digital marketing is constantly changing, more so than any other marketing types. The latest digital marketing strategies are getting more targeted to a point that it is personalized for every single consumer looking for products and services online.
As a marketer or a businessperson looking to promote a brand, keeping track of these new innovations, strategies, and trends makes all the difference. It’s all about the race to embrace the most effective new strategy before the competition ever gets the chance. With that spirit in mind, the following are 4 impressive trends which we believe are going to shape the future of digital marketing.
Early Birds Will Definitely Take the Worm with Voice Search Integration
“Okay Google, Where Can I Find Birthday Cake?” Now, if a local bakery is not listed with Google My Business it will be completely ignored by Google Home and thus miss out on a sales opportunity. Brands are also investing top dollars to integrate themselves with Siri, Google Assistant, and Alexa. For example, Uber allows users to book a cab using voice searches in all of these platforms. More and more brands are going to partner up with these services to reach out to newer customers in the future. This digital marketing trend is closely linked to the sale of smart speakers, which is predicted to rise in a consistently rapid rate.
YouTube Ads Will Be Favored Over Facebook Ads
Saying that Facebook ads are going to fail is a massive overstatement. However, there is no denying that YouTube is doing a better job and offering better pricing for individual views. For starters, for it to be counted as a view an ad needs to be viewed for 30 seconds on YouTube. Placing the same ad on Facebook, the marketer would need to pay every time someone views their ad for over 3 seconds. This feature alone is pushing many digital marketers to favor YouTube over Facebook when it comes to in-video ads. Considering that Google owns YouTube, marketers also get to target people who have recently Googled for products and services they sell.
Content Clustering is Definitely the Way to Go
Google search is increasingly favoring sites that it considers to be an authority on a particular topic. This is why content clustering is proving itself to be a winning strategy. The process involves creating a “pillar” page, which is a post that covers a topic in detail. For example, if the site is about Italian food, the pillar page would cover everything from basic ingredients, history of the cuisine, essential kitchen equipment list, and so on. In other words, the pillar page is going to be one page that talks extensively about everything people search for about Italian cuisine. Once the central page is live, marketers need to publish niche posts and content that links to the pillar page and include links in the pillar page that links back to these niche posts.
Geotargeting Will Help More Local Brick and Mortar Shops
What if you could target people walking by your store and tell them what offers you have on different products? That’s exactly what Geotargeting does. It sends push notifications to subscribed members of a geotargeting service as they walk or drive by shops on the road. Now, because the consumers opt to receive these messages, the push notifications tend to deliver a much better response rate.
