Digital MarketingTrends to Watch for 2018 and Beyond DigitalMarketing – Its historical perspective Digital Marketingalso known as ‘online marketing’, ‘internet marketing’, ‘web marketing’ insimple terms can be defined as the marketing or promotion of the products orservices/brands using digital technologies across broadcast channels such asinternet, digital devices such as mobile, communication gadgets, displayadvertising or any other digital medium. The historical origins of digitalmarketing can be traced back to early 1980s when computers became sophisticatedenough in storing huge volumes of customer information. Theintroduction of database marketing software in 1986 led to the capability ofstoring of large volumes of customers personal/financial information. Togetherwith Robert Shaw – who is known as the father of marketing automation andRobert Kestenbaum went on to develop database-marketing solutions for BT andBarclays. Theexplosive growth in revolutionary marketing technology in the 1990s with theintroduction of Customer Relationship Software or CRM – then called Sales ForceAutomation or SFA automated the features of database marketing providingcompanies with more useful customer information. The launch of Google is ahistorical breakthrough in digital marketing arena as it introduced Google Adwords in 2000 that led the marketers to see the efficacy of their campaigns andmake better decisions for optimization and in tracking their Return onInvestment or ROI.
Themarketing automation in the early 2000s enabled marketers to launchmulti-channel campaigns, segmenting their audiences and in serving up highlypersonalized content and was the first technology built by marketers formarketers that was rooted in digital. Theevolution of social media platform such as Facebook, Instagram, LinkedIn,Twitter, Instagram etc in 2002 and later part of this century revolutionized digitalmarketing allowing the companies or brands in receiving both positive andnegative feedback from their customers 24/7 in addition to determining what orwhich media platforms works well for them. Digital Marketing Trends to watch for in2018 – Analysis Digitalmarketing has come a long way having embraced the technological and digitalinnovations of the 21st century with the new trends entering themarket place. The major digital marketing trends that will shape up the digitalmarketing arena in the coming decades include the following five major trendssuch as-· Artificialintelligence or AI & Behavioral Marketing will work together –With artificial intelligencein place, machines will start making strategic marketing decisions and as such,the software will analyze data to build segments, start and stop campaignsacross various channels to create custom copy that will target the perceivedpersonalities or clients.
The advances in AI and behavioral marketing in 2018and beyond will allow companies to effectively engage with their customers.· VideoMarketing – Video in demand, on demandGood video content on socialmedia such as Facebook, Instagram, and YouTube will dominate with 65% ofmarketers preparing to increase their budgets for mobile ads to focus more onvideo campaigns. Statistics do show that 90% of Twitter video views and 60% ofYouTube views are now from users on mobile devices. · ContextualTargeting StrategiesWith the General DataProtection Regulation (GDPR) in place, it will be more complicated for ad techvendors to track user behavior with cookies. As such, audience-targetingstrategies would be taken over by contextual targeting strategies and it willbe mandatory for digital marketers to understand what each page context is allabout for targeting and branding.· Chatbotsconquering the digital marketing arenaWith the improvements inArtificial Intelligence or AI, more and more brands are working on usingchatbots for customer support and as such are perfecting their chatbotsmarketing strategy. About 60% of consumer chatbots interactions are centered oncustomer related questions and it is estimated that by 2020 85% of customerinteractions would be managed by chatbots.· VoiceMarketing –As per the Google reports20% of mobile queries are voice searches and that number is going to increasein coming decades with consumers getting used to asking Siri, Alexa and theirsmart fridge for insights on what to buy.
Therefore, digital marketers need toprepare these types of searches and advertising in other non-traditionalmarketing arenas. Therefore, now it is timefor digital marketers to imbibe the above-mentioned trends that are heavilyinfluenced by new technologies, platform evolutions, and improvements to succeedin the field of digital marketing. X—————————X