While the way that businesses have used marketing campaigns over
the years has changed, the reasons have not. Every business wants
to reach their ideal customer just when that customer needs it.
With the constant flux of new technologies, the way that
companies need to reach these customers has to evolve to make up
Here are a few tips to help pull your business marketing into
the new year and get you more business.
Digital Marketing Trend #1: Omnichannel Marketing
Today’s consumer uses multiple channels to research, compare,
buy from and interact with businesses. These can be both online and
offline channels, and the latter include your own website as well
as Amazon, eBay, Facebook, etc.
Connecting the dots between multiple channels ensuring
consistent user experience and encouraging the consumer to engage
with your brand at every touchpoint across multiple channels is
called omnichannel marketing.
The newest research study by BigCommerce offers a detailed
look into how different generations of consumers
approach omnichannel shopping as well as what they expect from
brands throughout their buyer’s journey.
The takeaways from the study are very interesting:
- These days nobody shops exclusively through a single
- Younger generations use all kinds of media to purchase
products, but they also know no other way to shop
- Younger generations shop in physical stores considerably less
(Only 9.6% of Gen Z reports buying items in a physical store), they
are more likely to return products and they value speed and ease of
With omnichannel presence becoming an expected shopping
experience, ensure your product placement everywhere you can.
It’s not just about outright selling: Being everywhere means
brand recognizability which is another solid way to increase your
ROI in the long run. The most obvious channel your brand needs to
- Facebook and Instagram (including Facebook+Instagram ads)
- Amazon (Remember: Amazon is also a search and product discovery
channel, so you need to be in its algorithm)
Shopping Actions: Google’s multi-channel platform that
ensures your buyer’s consistent experience whichever medium they
use to search. For example, they can search by voice, use voice
commands to add products to cart and make the final purchase from
Apart from that, creating consistent brand presence across
multiple platforms is an effective way to build familiarity with
the brand and engage customers across many channels more
is a solid tool that can help you accomplish just that in a more
productive less cost-effective way.
ContentCal allows to cross-post your social media updates across
multiple channels as well as set up multi-step delegation and
moderation process: Encourage your whole team to add unique social
media updates to CantentCal’s “Pinboard” and have one (or
more) moderator who will ensure the updates align with the
brand’s voice and then easily schedule them via drag-and-dropping
Digital Marketing Trend #2: Artificial Intelligence and Machine
Artificial Intelligence (AI) is the branch in
computer science that is all about teaching the machine to think
and act like a human being.
Machine learning is usually what runs behind AI algorithms.
While AI is all about basically teaching the machine to replace
human beings, machine learning is about teaching
the machine what a human brains cannot grasp, e.g. complex data
mining and future predictions based on current patterns.
In many cases, machine learning and AI are the two terms that
are used interchangeably.
To make it easier to fathom, here are a few examples of
AI-driven technology we already witness in our digital lives:
- Gmail Smart Compose and Smart Reply features allow the user to
compose an entire email with AI based on past emails and typing
- LinkedIn prompts value-added introductions based on who you
interacted in the past.
- Facebook Messenger sends auto-responses to your Facebook
followers on your brand’s behalf.
The two well-known pioneers in the AI-empowered marketing
Amazon: Using AI to analyze each particular
buyer’s decisions and suggest them products they didn’t even
know they want or need.
Netflix: Using AI for content recommendations
and beyond. Netflix successfully applies AI for product development
too. They have analyzed years of viewer data to create successful
products of their own including the successful “House of Cards”
show. Put simply, thanks to AI, Netflix knows what people
want before they do.
With each new generation, consumers tend to rely on AI-powered
algorithms for product discovery more and more.
BigCommerce has found that consumers in the age range between
18 and 23 heavily rely on AI-powered personalized product
recommendations, seeing ads on social media, and engaging with a
brand’s social channels.
One of the best ways to take advantage of machine learning right
now is to pick a solid technology partner that already has the
technology built in and running in the background.
AI-powered sentiment analysis is the most powerful example of
machine learning in action. Today’s sentiment analysis software
can not only extract mentions that need your attention but also
help your teams handle them properly.
Sentione is a solid example
of this forward-thinking sentiment analysis approach. It implements
machine learning and natural language mechanisms to extract online
context around your brand. Next, Sentione’s AI-powered
self-learning agent suggests further action based on the
collected data and previous communications with clients:
[Sentione’s AI-powered platform is the future of online
interaction with the client]
Digital Marketing Trend #3: Voice Search
The emergence and fast adoption of digital home assistants, like
the Amazon Echo, the Google Dot, and Apple’s Homepod, is causing
the new searching behavior, i.e. voice search(also
known as conversational search).
These smart devices make searching far easier and entirely
hands-free. “Alexa, when is the next movie time for The
Avengers?” It’s that easy.
With nearly 40% of
adults using voice search a day back in 2016, this technology
adoption is quickly increasing over time as it becomes more
intuitive and reliable. Domino’s
has taken the lead, incorporating voice search as a way to
With voice and on-the-go searching ability, online search
queries have become longer and more specific. But in reality
targeting long-tail queries is only the tip of the iceberg. Google
had been preparing its algorithm for natural-language searching for
ages now. After its Hummingbird update and
Rankbrain announcement, we have seen just a few hints at what
Google is working on.
Thanks to machine learning, Google understands intent and
context much better now than it used to which means keyword
matching useless. These days
keyword research is a more complicated process. There are a few
smart tools already on the market offering a much more
sophisticated approach to keyword research. The two tools I
mentioned previously are:
you to optimize content to match Google’s (and its users’)
expectations (i.e. intent) by analyzing search snippets for each
query and suggesting the related terms, concepts and
analyzes Google’s search engine result pages, finds overlapping
URLs and groups your keyword lists by relevancy allowing you to
discover concepts behind your queries and optimizing for the group
of related keywords:
about keyword clustering here]
Both the suites represent the new generation of SEO software
allowing you to analyze and optimize beyond keyword
matching, to better optimize your content and to prepare
for any kind of search behavior (be it typed words or voice
Digital Marketing Trend #4: Personalized Marketing
Personalized marketing means providing individualized user
experience targeting each separate user of your site or subscriber
to your email list.
According to Evergage, nearly 96% of consumers agree that
personalized marketing fosters relationship building with the
Forrester has found that almost 80% of consumers have
recommended, or paid more for a product thanks to a personalized
service or experience.
Despite what you may have heard, increasing security and privacy
concerns are not going to kill personalized marketing. Today’s
consumer expects to receive personalized experience and is ready to
give away their personal data in return.
BigCommerce has found that younger generations of consumers
don’t mind sharing their personal data in return for perks and
Sites like Netflix, Amazon, and Pinterest, not to mention Google
and Facebook, all use personalized marketing campaigns. They mine
your search history, what you liked and didn’t like, and provide
recommendations for similar products you didn’t even
intend to buy.
Digital Marketing Trend #5: Video Marketing and Influencer
While YouTube is what many people think of first, video
marketing can be utilized across social media platforms, like
LinkedIn, and Instagram stories and Snapchat.
If your videos are short, concise, and entertaining, people will
be more likely to share them on other social media sites.
This can have a more substantial impact if an influencer is
well-known on the platform, and can put their hat into the ring.
These leaders of the industries can help spread the word for your
products or content quickly.
Know your target audience, find where they are, and get to work.
For more details and tips on various influencer marketing tactics,
check out these resources:
How to Boost On-Site Conversions with Influencer Content
How to Get the Most Out of Instagram Influencers for Your Affiliate
How to Leverage Influencer Outreach to Build a Better Blog
Digital Marketing Trend #6: Visual Search
With the increased availability of smartphones and on-the-go
access to the Internet, the searching capabilities are
While voice search eliminates the need for typing your keywords
in a search box and even the screen to interact with the results,
visual search transforms the concept of the keyword itself. You
don’t need words: You can search by showing the picture.
Apps like Google Lens make it possible to use your
camera as a search tool. Landmarks, clothes, art, books,
business cards can all be searched through a single image. Product
prices, reviews, and retailers can be found through a picture of a
book or a picture of clothing.
The best ways to make the most of visual search are:
- Publicize high-quality
visuals across your social media channels
- Ensure your
product pages have a good variety of high-quality images
- Make sure those images
are well optimized for search engines.
- Apart from that, implementing /Product schema for images is
another smart step to make. This will add ecommerce context to your
images right inside Google Image search:
In 2019, the way consumers search for information and shop has
evolved to include AI-powered personalization, advanced
segmentation and new content types, slowly incorporating more of
these new technologies.
These new technological advances have amazing potential within
the marketing sector if you know how to use them to your advantage.
With so many other businesses you are competing against across your
industry, the faster you learn how to utilize new techniques
(including voice and visual search as well as personalization and
influencer marketing), the more competitive your business
For video and personalized marketing, revisiting your current
strategy and altering it to fit the needs of your audience is
essential. Whatever technique you decide to use moving forward,
keep yourself informed of new advances to keep your business ahead
of the game.