Internet Marketing Trends to Expect in The Future
Internet marketing is a fast-rising and ever-changing landscape. Statistics show that the global digital advertising and marketing market was valued at $350 billion in 2020. By 2026, it is projected to hit $786.2 billion.
As the market grows, so do the consumer demands change. For instance, one statistic shows that 65.6% of marketers increased their budget for video marketing to catch up with consumer demand and a new avenue to improve ROI.
What are you doing to stay on top of the internet marketing wave and get the most out of our marketing initiatives? Let’s look at the top internet marketing trends to expect in the future.
But first, a touch on the basics.
What is Internet Marketing?
Internet marketing entails the digital marketing strategies used to market products and services online, including the platforms used to communicate with the consumer. These include emails, websites, online advertising, and social media.
Internet marketing uses various tools, online platforms, and content delivery systems. These include:
- Email marketing
- Website content and design
- Social media
- Online ads
- Video and podcasting
- Sponsorships and paid promotions.
Companies and brands don’t always use internet marketing to sell or advertise their goods and services. They may run an online marketing initiative to communicate a message about the brand or conduct research.
For instance, Forbes reports that consistent branding across all channels can increase revenue by 23%. But should you be investing in this form of marketing?
Why Should You Invest in Internet Marketing?
Here are a few reasons why you should be compelled to adopt modern digital marketing techniques:
Digital Marketing Costs Less
Traditional marketing channels like television and print cost more than digital advertising. It’s also costlier to track ROI using these channels.
Digital marketing, on the other hand, uses targeted analytics and research to determine the best marketing approaches, helping you avoid overspending on underperforming campaigns.
Small Businesses Can Compete for More
Traditional marketing favours big corporates with large marketing spends. However, digital marketing bridges the gap, providing affordable plans for small businesses to explore online marketing.
With their larger spending, big companies will still be able to spend more on advanced software and paid ads. However, small and medium-size businesses get more opportunities to improve brand awareness, compete, and build an audience.
You Can Measure Program Results Using ROI
ROI is not an easy metric to measure. However, ROI in online marketing is easier to measure and gives excellent insight into your marketing program’s results.
Most online marketing platforms come with tools to measure or help you measure the ROI of your marketing campaigns. Some of the methods used by online marketers are single attribution method that assigns value to the first or last touch of converting a cold lead into a sale.
Better and Easier A/B Testing
A/B Testing is a powerful tool used by marketers to test the performance of an ad campaign before launching it to the market. A/B testing experiments on different facets of a digital ad, such as the location of an email sign-up CTA, the subject line of an email, and the colour of the promotional banner.
Digital advertising makes it easier to perform these tests while getting the results faster.
There are more benefits to using online marketing to promote your business. However, you can only get optimum results if you align with the trends.
Top Trends to Expect in the Future
‘Whether you’re just getting into digital marketing or a guru looking to get better ROI from your campaigns, these are the future trends of online marketing you need to align yourself with.
Modern websites are increasingly adopting chatbots to provide automated help and guidance to new visitors. Chatbots are often implemented as a small chatting window that pops up whenever you visit a website, especially for the first time.
Chatbots use AI technology to chat with site visitors in real-time and get them help on any queries or search for a product or service they want. More complex chatbot applications also run on mobile apps.
Chatbots thus make offering customer support easier and more accessible since the service is always available 24/7.
Artificial intelligence is more than a technical buzzword today. Companies and brands have created powerful artificial intelligence applications that have transformed how they do business and marketing.
Modern digital marketing has been impacted the most by AI. Social media giants such as Facebook entirely rely on AI to promote content and businesses to its users. Thus, marketers, directly and indirectly, find themselves interacting with AI.
AI analyses customer behaviour, search patterns, searches, and many other variables to suggest demographics for businesses, the best keywords to target in a marketing campaign, and even help measure ROI from a campaign.
Modern marketers should not rely only on AI tools on their marketing platforms, such as social media. You can get a massive competitive advantage by employing AI through the entire sales funnel, using its insights to create powerful campaigns, monitor their performance, and even drive conversion.
Instagram’s introduction of shoppable posts in 2018 led to this new and massive online marketing trend. Shoppable posts make it easier and faster for consumers to shop for your products or services online.
Instagram’s shoppable posts, for instance, allow users to click on a post and buy the featured item. Thus, the customer converts on the digital media they use the most.
The effectiveness of shoppable posts can be inferred from Smart Insights’ report that people spend an average of 2 hours and 24 minutes daily scrolling through their phones on various digital platforms. Brands thus have generous time to reach their customers and convert.
Voice search technology is bound to increase in popularity as people seek faster and more effective ways to get information or news. According to statistics, an estimated 122.7 million Americans will be using voice by 2021, with voice-based shopping hitting $40 billion by 2022.
As a marketer, you can create effective voice search marketing campaigns by optimising your content to have voice-friendly terms and phrases. This makes the content more searchable online, increasing your brand’s visibility over voice search.
Online marketing platforms are also using data from voice searches to learn more about consumer behaviour, which is already bringing massive changes and improvements to online marketing.
For instance, Amazon offered cheaper Kindle devices to their customers in exchange for their consent to receive marketing communications. They’re using this and more data they obtain via voice to create targeted Alexa ads.
Influencer marketing has been rising steeply in popularity over recent years. Social media and YouTube sensations are signing major deals with brands and earning six-figure salaries from marketing the company’s products to their audience.
However, influencer marketing is still in its infancy, and there have been several massive failures, the most prevalent being fake followers.
Big influencers also lose impact and authenticity as they take more sponsored posts on their channels. Customers want to buy from an authority, which is why they continue valuing individual recommendations over sponsored ads and posts.
That is where micro-influencers step in. According to Forbes, micro-influencers are the future of influencer marketing. They speak to a smaller but dedicated following who treat them as an authority in their domain.
Therefore, the audience trusts them more when they recommend a product or service.
Modern marketers are therefore measuring the power of an influencer not just by their following but also by their personal relationship with their audience, which establishes them as a trustworthy source.
The Pokémon Go craze in 2016 was a great illustration of the power of augmented reality in games and marketing. During the 2016 Pokémon Go craze, businesses were cashing in on customers trying to catch a Pokémon at their doorstep.
Once the craze died down, the use of augmented reality in online marketing started rising.
Statistics show that by 2020, there were around 83.1 million AR users in America. The market is expected to reach $50 billion by 2024.
IKEA is one of the brands driving AR in online marketing. It offers a virtual reality catalog where you can place pieces of furniture in your home and envision how they’ll look before purchasing.
Fashion brands like Calvin Klein are also using AR to offer their customers an in-store shopping experience where they can try on outfits virtually and even buy from the store.
Personalising online marketing has been a big goal for most online marketers for nearly a decade. Personalised marketing drives towards more dynamic and individualised interactions over generic, batch-and-blast marketing sent through different media such as emails.
Personalised marketing delivers better customer experiences and improves brand loyalty. Also, it goes beyond delivering dynamic emails.
Websites are providing tailor-made product catalogs and selections based on a customer’s taste and wants. Social media giants are using targeted ads to offer more personalised online marketing based on a user’s behaviour, likes, and search patterns.
Research already indicates that the consumer values a personalised approach. According to statistics, 90% of consumers prefer personalisation, with 80% stating they’re more open to doing business with a company offering a personalised experience.
The Covid-19 pandemic played a significant role in improving the demand for video content from online users. According to recent statistics, marketers are already reporting impressive results, with 86% stating that video helped them increase leads while 82% add that video helped improve dwell time.
Facebook, Instagram, and TikTok are among the fastest-rising online video marketing social media platforms.
Short-form videos have been the best-performing on these platforms. They’re attention-grabbing, catchy, instantly engaging, and can be applied to any stage of the customer journey.
For instance, according to the same statistics, 94% of marketers reported that video helped their consumers better understand the firm’s product or service.
Live videos are also one of the most engaging forms of online marketing videos. They tap into the consumer’s fear of missing out, using the “live” element to make them feel always informed with the news and information about your business.
Content marketing is a relatively new concept that came to be with the advent of online marketing. Content marketing aims to produce unique content about the brand or company that will be shared on the internet to attract and build an audience.
The biggest advantage of content marketing is that it allows a brand to find its unique voice, establishing it as an authority or thought leader in the industry.
The modern consumer demands that content marketing adds value. The content should be educational, entertaining, informational, or a combination of these three. The more desirable the content is to the audience, the further they’ll share it within their circles.
Perhaps the most potent bit of effective content marketing is an enticing call to action. A call to action motivates the reader to respond in a particular way, which will benefit the organisation or brand. This action may be signing up for the company’s newsletter, opening an account, or buying a product.
Technology is a powerful marketing tool at the disposal of modern marketers. However, employee activation remains an effective way of getting your brand’s name to the market.
Employee activation lets you get the most out of each employee by turning them into your brand’s ambassadors or micro-influencers. Since they also have a small, trusted online presence, their circles treat them as an authority.
In turn, they generate authentic sales and conversions for your company effectively and cheaply.
Organisations can encourage organic sharing and storytelling from their employees to better get the word out about the brand, its story, products, and services.
Position Yourself for Internet Marketing Supremacy
Internet marketing is bound to grow bigger and get better in the coming years. It will also experience speedy evolution, forcing marketers to catch up and stay on top of the trends.
Don’t get left behind.
Start employing AI in your online marketing programs, encourage your employees to be brand ambassadors, focus on video and personalised marketing, and get in touch with a professional to improve your content marketing game.
Over to You…
Do you agree with Internet Marketing Trends to Expect in The Future? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.
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