Try searching Google for digital marketing trends and thousands upon thousands of pages will pop up, each sporting a new spin on their chosen tip. It’s easy to get lost scrolling through blog posts, statistics, and case studies or to become so overwhelmed that none of the research makes it into the marketing plan. So, to make things simpler Forge Apollo narrowed down those thousands of searches into three digital marketing trends.
1. Chatbots
Chatbots get a bad rap for not being personal or intuitive enough but, if used correctly, that couldn’t be any further to the truth. In fact, Chatbots Magazine reported that 69% of consumers prefer chatbots because of their quick responses. Furthermore, in many cases, the question isn’t complex enough to stump a well-designed AI chatbot.
Chatbot Benefits
The biggest benefit of chatbots is their 24/7 availability and ability to service the visitor regardless of which stage of the customer journey they happen to be in. They can be used to determine the visitor’s unique preferences and provide a direct pathway to the information or product that best fits their needs. Or, they can allow customers to quickly make appointments, reservations, or schedule meetings. They can even be used for transactional purposes, all while cutting down on company resources and costs. How does this affect profit margins? According to a 2021 Intercom study, chatbots increased sales by an average of 67%, with 26% of sales being initiated by a chatbot.
The Future of Chatbots
With less and less resistance from consumers, an attractive ROI, and 24/7 availability chatbot use is predicted to increase. Juniper Research believes that by 2022, up to 90% of queries will be answered by chatbots and they are expected to account for $112 billion in retail sales by 2023. Additionally, advances in artificial intelligence are expected to push more companies towards an AI Chatbot, which will more closely resemble humans and behave more intuitively.
2. Personalization
Personalization is the process of learning about a lead or customer’s preferences and tailoring an experience to match it. Consumers are no longer interested in generic advertising blasts, not when they can search and come up with thousands of offerings that specifically match their query. Customers now expect brands to do the heavy lifting for them, anticipating and meeting their needs.
Why use Personalization?
Personalization creates a personal, genuine connection and trust between the brand and the customer. These positive interactions help turn one-time customers into lifelong ones, increasing the overall lifetime value of a single consumer. The data supports this too. According to a 2018 Accenture survey, 91% of 8,000 surveyed consumers said they were more likely to shop with a brand that remembers their preferences and provides relevant offers and recommendations. This, in turn, positively impacts the bottom line. According to an analysis by Forbes, marketers that deliver personalized web experiences are getting double-digit returns in marketing performance and response.
The Future of Personalization
Consumers expect their experiences to be tailored to their needs so the personalization trend is here to stay. Consumers are happy to provide their personal information so long as the process is transparent and the information is used properly. Collect data using progressive form fills, quizzes, questionnaires, and polls while always being upfront regarding the use of this information. Companies are also moving towards the creation of “living profiles”, where consumers actively choose their preferences with the knowledge that this will be used to custom-tailor their experiences with the brand.
3. Video Marketing
Video is an extremely effective marketing tool because it captures the audience’s attention. Through storytelling, visual cues, and music choices the audience will better understand your services and visualize the ways your business can solve their problem. Ultimately, these videos are both created to educate the customer and demonstrate value. They can also be used to give potential customers an insight into the brand, culture, and range of services your business provides. They’re a great way to engage customers, while simultaneously communicating your company ethos.
Why use Video Marketing?
Video is a compelling marketing tool that captures the consumer’s attention, raises brand awareness, and increases revenue. From case studies and testimonials to demo, entertaining, and educational, videos consistently perform well. According to Wyzowl, 70% of consumers surveyed shared a brand’s video and 72% of businesses saw an improved conversion rate, and 70% of consumers say that they have shared a brand’s video.
The Future of Video Marketing?
Video marketing isn’t going anywhere except up. Cisco estimates that by 2022, 82% of all consumer internet traffic will be made up of videos, which is 15x higher than what it was in 2017. Expect high demand for short, bite-sized videos and an increase of interactive ones. If you are unsure of how to produce an effective marketing video, reach out to Forge Apollo. We specialize in creating video assets that drive online traffic to meet your company’s goals.
Effective Digital Marketing
Forge Apollo specializes in creating visual and digital content that gets seen. If you have any questions about how effective video and content marketing can generate more customers, feel free to contact us anytime. We welcome the opportunity to show you firsthand how we can help your business grow.
