Digital marketing is a constantly changing universe. In order to stay on top of the latest digital advertising trends, we need to keep our ear to the ground.
It seems like every week, there is something new happening in the digital advertising world. Some of them are fads. Some of them the next big thing.
Here are five of the biggest digital advertising trends that we all need to pay attention to.
I saved the best to last, four and five are complete game changers.
Chatbots are a cheap and effective way to communicate with your audience.
According to Gartner, 85% of our engagement with business will not be done without interacting with another human by 2020.
Instead of using a person to respond to basic questions on your website, you can automate the process with a chatbot.
By applying a set of rules based on the responses of the website visitor, chatbots can provide a personalised experience similar to a human.
For what they can't answer, you can always put your website visitors through to a real person. Instead of using a large team of customer support staff, you can operate in a leaner way and still provide a great customer experience.
Chatbots can also be used as great lead generation and marketing tools. An example of this is within Facebook ads.
You can create a chatbot to take users through a personalised journey directly on the Facebook platform.
The engagement rates on these chatbots can be incredible with Neil Patel reporting 85% open rates and 56% click rates on his bot messages.
With numbers like these, your digital advertising spend is going to get a much greater ROI.
Remarketing is the process of serving adverts to people who have already visited your website.
Many platforms like Google Ads and Facebook offer this type of digital advertising.
You already know that these people had an interest in your business as they visited your website. Instead of losing them to a competitor, you can get them back to your website using remarketing.
Since they already know your business, these types of adverts are usually very cost effective. Plus, they are very effective to generate leads from a warm audience.
Facebook even takes it a step further and allows you to remarket to people who have watched your Facebook videos.
This top of funnel marketing is helping businesses maximise ROI from their digital advertising spend by serving cheaper video ads to a cold audience.
This acts as a much cheaper way to warm a cold audience up to your business. You can then remarket to those people who have engaged with the video at a much lower cost and to greater effect.
Marketing automation is the process of automating certain marketing tasks and communications.
You may have already heard of this digital advertising trend as it has been around for a while. However, a recent study found that 64.8% of marketers said their company is not using marketing automation.
This number is set to grow as over 40% of those not currently using marketing automation plan to invest within the next 12 months.
An example of marketing automation is email automation. This can be used to onboard new customers without the need for human interaction.
You can also use email automation to turn newly generated leads into customers by providing them with personalised information based on what stage of your sales funnel they are in.
Just imagine creating a lead and then qualifying the lead without having to pick up the phone or manually email them.
Considering many businesses generate thousands of leads a month, the time email automation can save your business is astronomical.
If you would like to find out more about how you can create an email automation system like this, check out our free training course here.
As far as digital advertising trends go, this is a big one.
Google recently updated their search algorithm to mobile-first indexing. This means that the mobile version of your website is now the starting point for what Google include in their index, and the determining factor in your rankings.
If you didn't have a mobile optimised version of your website, your ranking likely took a hit when this change happened.
The switch to mobile is bigger than just Google.
I know, I know. What's bigger than Google?
A recent study found that 55% of emails opened were on a mobile device. The tipping point has now been reached for emails on mobile.
And it goes beyond email marketing.
In the 2018 holiday period, the number of eCommerce purchases made on a mobile device was almost 40%.
While not quite at the tipping point, there is a definite trend. This 2017 study shows over a 300% increase in mobile commerce in the previous four years.
To stay on top of this trend, just think mobile-first for all of your marketing. Stop the desktop-first approach that almost everyone takes.
Voice search is a newer digital advertising trend but still a significant one.
Have you seen how many devices containing the Amazon Alexa software have been sold? More than 100 million!
Google have reportedly sold more than 52 million Google Home devices.
And these are just the home based devices. Then, of course, you have your voice search enabled smart phones. Which is pretty much all of them.
The 2.5 billion smart phone users are walking around with the ability to search the internet by speech.
ComScore predict that the number of voice searches performed in 2020 will account for 50% of all searches.
That's the tipping point and it is only one year away. Are you ready?
Here is an article to help you optimise your content for voice search.
Will You Get On The Digital Advertising Trend Bandwagon?
Digital advertising is a constantly evolving world of technology. As technology improves and consumers get used to the benefits, it becomes essential for businesses to adapt.
These are five of the biggest digital advertising trends happening right now. So, why not begin to adapt today.
Need help adopting email automation into your business? This is exactly what we specialise in. Get in touch today to see how we can help your business embrace this trend.
Thank you for taking for reading this blog post. I really appreciate you taking the time out of your busy day.