5 Technology Trends You Can’t Ignore Shaping the Future of Digital Marketing

As technology continues to redefine the boundaries of marketing, it’s crucial to keep a keen eye on the trends that will shape the future. 

Modern digital marketing heavily relies on IT solutions by leveraging technologies like artificial intelligence, automation, and data intelligence. 

These advancements are pivotal in refining marketing strategies, amplifying campaign efficiency and effectiveness, and making the overall customer experience outstanding. 

As we explore digital marketing, these five technology trends are impossible to ignore: 

I. Artificial Intelligence and Machine Learning in Marketing

The explosion of Artificial Intelligence (AI) and Machine Learning (ML) in the past 2 years has been received with mixed reactions from various industry stakeholders.

However, that has not diminished their impact on digital marketing.

The various applications of AI have made it possible for users to access advanced data analysis, automation of processes, precise and automated and personalized interactions through machine learning. 

We are seeing a revolution in the field of digital marketing, shaping various aspects of the industry and providing marketers with new tools and strategies to engage with their target audience. 

Businesses have access to more intelligent and multi-functional CRM software.

AI and ML Technologies in Digital Marketing

1. Chatbots: Chatbots have become an integral part of customer service and engagement in the digital marketing landscape. Powered by AI and ML algorithms, chatbots are capable of understanding and responding to customer queries in real-time, providing personalized recommendations, and even automating certain transactions. 

With their ability to learn from past interactions and improve over time, chatbots offer a seamless and efficient customer experience. 

Businesses can enhance brand loyalty and drive conversions with prompt and round the clock customer communications, thanks to chatbots.

2. Omnichannel Marketing: Marketers can create a cohesive and immersive experience for customers across multiple channels. 

This bridges the gap between offline and online interactions. 

Unlike the previous multi-channel approach, omnichannel marketing ensures the customer’s journey is tracked across various platforms and creates an effective customer journey map offering the best experiences as they interact with the brand. 

One huge plus from omni channel marketing is analyzing customer data from the various touchpoints in the journey.

AI-powered algorithms can identify patterns and preferences, allowing marketers to deliver personalized and consistent messaging across platforms. 

This integration of offline and online experiences enhances customer engagement and facilitates a more seamless customer journey.

3. Automation and Marketing Technology: AI and ML have significantly automated various marketing processes, freeing up time for marketers to focus on strategy and creativity. 

Automating repetitive tasks such as data analysis, lead scoring, and content distribution, AI-powered marketing technology streamlines workflows, improves efficiency, and enables marketers to make data-driven decisions. 

This automation also helps in optimizing marketing campaigns, targeting the right audience, and maximizing ROI.

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4. Conversational Content Marketing: The rise of conversational content marketing is another awesome digital marketing strategy born out of the growing AI and ML technology trend enabling brands to engage with their audience in a more interactive and personalized manner. 

With Conversational content marketing brands can speak more authentically to their audiences by taking into account personalized messaging. 

But, this is only possible with AI and ML powered systems integrated into the marketing strategy of a business. 

Natural Language Processing (NLP) algorithms analyze customer data and generate tailored content, allowing marketers to deliver personalized recommendations, offers, and messages through various channels. 

If you want to learn more, here is how this happens in action.

This conversational approach enhances customer engagement, fosters brand loyalty, and drives conversions.

5. Personalization and Hyper-targeting:  The way marketers personalize their campaigns and hyper-target their audience has changed and will continue to do so. 

For instance, CRM tools not only help automate tasks and manage customer interactions, they also track and analyze data from various channels customers visit. 

AI-powered systems such as CRMs analyze vast amounts of customer data, identify individual preferences, behaviors, and purchase patterns, enabling marketers to deliver highly personalized content, offers, and recommendations. 

This hyper-targeting approach ensures the right information gets to the right lead and customer at the right moment. 

The result is improved customer satisfaction, increased conversion rates, and strengthened brand-customer relationships.

II. Voice Search Technology

Voice search is becoming an increasingly crucial part of digital marketing for businesses. Why?

According to statista more than 25 percent of individuals from Western countries used  digital voice assistants several times a day.

Changing User Behavior

The gen alpha is embracing voice- assisted technologies for everything from education to entertainment. They use it for its convenience, multi-tasking to get quick access to information such as homework, random facts, and other activities like daily routines, social connections, and gaming.

This enthusiastic adoption catalyzes how digital marketers deliver content. A scenario where voice becomes integrated into digital experiences.

Well, what does this mean for marketing?

There will be more natural language in search queries, conversational tones, and even complex questions. Businesses should create content and optimize for these search results. 

Voice Search and Changing Marketing Strategy

Advancements in natural language processing have enabled extended interactions between users and voice assistants or voice search platforms.

With the evolution of voice towards conversational tones and complex questions, search engines will adjust to accurately interpret and provide results for more nuanced questions.

That means changing the landscape of SEO as well. Keywords will have to become increasingly conversational. Also a focus on longer tail keywords, local searches and FAQs. In short, intentionality in SEO that ranks on Google and other search engines.

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Brands already utilizing voice search technology in their strategy:

  • Patron Tequila uses it to help individuals to discover tailored cocktail recipes.
  • Domino’s enables pizza enthusiasts to order from their sofa without needing to dial or even go online.
  • PayPal customers can instruct Siri to transfer funds to loved ones or merchants.
  • Nestlé innovated a feature delivering voice cooking guidance as users prepare meals.
  • Tide uses it to offer guidance on eliminating over 200 types of stains.

III. Video Marketing: The Power of Visual Storytelling

Video marketing is about communicating a narrative using visual content.

TikTok was founded on the wings of visual storytelling- a well-told story that stirs emotions, inspires action, and creates a lasting impression. 

Video marketing is shaping the world of digital marketing, with businesses leveraging the video feature on social platforms to engage audiences. 

Psychology explains why this old tech trend never dies; it only keeps evolving. The way we see it, the evolution of video marketing will continue to shape digital marketing strategies.

These are the reasons why:

The human brain processes visuals 60,000 times faster than text because the brain recognizes patterns, colors, and shapes better than letters and symbols. 

Visuals easily evoke emotions in people, hence, the emotional connection has made the rise of video marketing and video narratives more powerful as a digital marketing tool.

Additionally, the shareability of video adds to the explosive growth in this trend for marketing.

How to leverage visual storytelling to boost your brand with corporate video narratives.

Visual Storytelling Trends in Digital Marketing

  1. Immersive Experiences: With the rise of technologies like virtual reality (VR) and augmented reality (AR), visual storytelling is becoming more immersive.

    These technologies allow users to experience stories in a more interactive and engaging way, blurring the lines between reality and fiction

  2. User-Generated Content: User-generated content is a significant trend in visual storytelling. Brands are increasingly involving consumers in the storytelling process, allowing them to create and share their own narratives.

    This approach not only fosters a sense of community but also enhances authenticity and trust

  3. Hyperreal Storytelling: Hyperreal storytelling refers to the use of technologies like AR and VR to create intense and appealing stories that stimulate multiple human senses.

    These technologies enable the creation of visual stories that feel more real than actual things, providing a highly immersive experience

  4. Powerful Visuals: Brands are moving away from stock, one-size-fits-all photography and embracing powerful visuals that evoke deeper emotions.

    Memorable infographics and other visual content are being created to boost brand awareness and engagement.

    The use of creative and compelling videos is also on the rise

Here are companies that have mastered visual storytelling:

  • Nike’s “Just Do It” campaign is an effective marketing strategy that tells a story of persistence, determination, and exceeding limits. A perfect athleticism story.

  • Apple’s iconic sleek and minimalist style videos featuring new product launches portray the brand’s uniqueness we’ve come to associate with its products.

  • Airbnb’s “Live There” campaign is a visual narrative that says exactly what the brand is about- enabling travelers to experience the local culture in the places they are staying.

IV. Influencer Marketing in the Age of Social Media

Influencer marketing has become a powerful tool for brands to reach and engage their target audience, as we have seen in the past ten years. 

While mega-influencers and celebrities have long dominated the space, a new breed of influencers has emerged – micro-influencers.

are individuals who typically have a smaller but highly engaged following, ranging from 10,000 to 100,000 followers.

Leveraging Micro-Influencers and Authenticity

Authenticity is a key factor in influencer marketing, and micro-influencers excel in this area. Adweek says engagement rates are up to 60% more than celebrities

People are tired of celebrity endorsements and advertisements. 

So, micro-influencers have gained significant traction due to their authenticity, higher engagement rates, and cost-effectiveness. 

Their smaller but highly engaged following allows them to connect with their audience on a deeper level, making them an invaluable asset for marketers seeking to build meaningful relationships with their target audience. 

The three competitive advantages of leveraging micro-influencers marketing strategy are their:

Brands that have successfully leveraged micro-influencers:

  • Spotify used 13 micro-influencers to market its “Discover Weekly” feature 
  • Adobe used 6 micro-influences for its “Photoshop Elements” in 2012. 
  • GoPro used the ‘Loki the Wolfdog’ to market an Instagram meetup and prizes. 

Influencer marketing platforms such as HelloSociety, Mavrck, and Markerly make it easy for brands to connect with users who are already interested in their products.

As an example, Adobe continues to use this digital marketing technology trend today at scale by utilizing the influencer marketing platform Mavrck.

V. Internet of Things (IoT) and Big Data

IoT has not only revolutionized home and workplace efficiency systems through everyday devices. It also has the potential to impact digital marketing strategies significantly. 

The IoT allows for the data exchange between these objects by connecting everyday objects to computing devices via the internet thus tapping into the vast amount of big data generated daily.

This provides marketers with valuable insights into customer behavior and product usage.

From smart devices at home, such as alarm clocks and lights, to the QR codes used every day- IoT has a lot of untapped marketing opportunities.

An example is Diageo, an alcoholic beverage company that launched ‘a smart bottle’ campaign with the Johnnie Walker Blue Label drink. The smart bottle had a printed sensor tag with information that could only be read using a smartphone. Every consumer who read the content received personalized messages. 

Key Takeaways:

  • AI and ML can automate tasks, personalize customer experiences, and optimize marketing campaigns.

  • Voice Search is rapidly becoming the preferred search method for many consumers. Marketers must understand how people search using voice commands and optimize their websites and content accordingly.

  • Video Marketing has become a powerful tool for brands to engage with their audience. They can be used for product demonstrations, customer testimonials, behind-the-scenes footage, etc.

  • Influencer Marketing: The focus is now on everyday micro-influencers; not celebrity influencers.

  • IoT offers marketers new opportunities to gather data and gain insights into consumer behavior. Marketers can leverage IoT devices to deliver personalized experiences, track customer interactions, and optimize marketing campaigns.

Elizabeth Wakhungu is a Senior Content Manager at Lead Nicely. She has certifications in Copywriting for Conversions: How to Write Persuasive Content and Copywriting for Social Media. In addition to her knack for content creation, she’s a bookworm, a mentor, a non-fiction wordsmith, and a self-improvement enthusiast.

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