Customer behavior forms the foundation of every digital marketing strategy. But, with the arrival of newer technologies, customer behavior is going through major shifts. While this has opened up a whole new set of opportunities, it also comes with a great deal of unpredictability. Evolving digital customer behaviors and changing expectations have transformed customer-brand interactions. Since the future of digital marketing heavily relies on evolving technology and digital customer behavior, it’s crucial to catch up with the emerging trends to stay ahead of the race.
Trends Affecting the Future of Digital Marketing
1. Pervasiveness of Digital Platforms
Digital advertising, blogs, and information from websites have a significant impact on online purchases. According to the study titled “Marketing in the Digital Age- Adapting to Changing Consumer Behavior”, published in the International Journal of Management and Business Intelligence, 94.1% respondents were making online purchases after encountering digital advertisements. Similarly, 84.3% expressed trust in information from blogs and websites. This shows that digital media have an increasingly important role in consumer decision-making. It highlights the need to leverage digital media, improve online product information, and customize marketing strategies to align with consumer preferences.
2. Influence of Social Media
Social media platforms are powerful influencers today. Digital marketers are cleverly leveraging facebook, Instagram, Twitter, and TikTok to engage with their target audiences effectively. Social Media Marketing (SMM) has been around for a while, but with Facebook and Instagram facilitating purchases directly within the app, Social Media Shopping is emerging as the next big opportunity to boost sales, and it is a platform that digital marketers cannot overlook.
3. Use of Emerging Technologies
Artificial Intelligence and Machine Learning have already made their way into digital marketing. They will be used more and more to automate tasks, and personalize marketing content. For instance, chatbots are being increasingly used to answer customer queries, and AI is employed to personalize product recommendations for the target audience.
Similarly, Voice Search is quickly becoming a dominant means for users to find information. So, SEO strategies should address the need to adapt to conversational phrases. The use of Augmented Reality and Virtual Reality is another trend to catch up to. This technology elevates the online shopping experience to a whole new level, allowing shoppers to try on products virtually.
4. Changing Norms of Engagement
With a growing number of competitive products in the market, customers value authenticity over celebrity endorsements. This means that brands have the need to focus more on creating content that is genuine and more relatable. Moreover, customers are now looking for personalized experiences. They engage more with brands that understand and cater to their unique needs and interests. This makes it necessary to analyze customers more closely and carefully, and use this data to personalize marketing messages.
5. Customer-Centricity Replaced By Customer Empowerment
The marketing approach is no longer customer-centric. Customer empowerment marketing is the new mantra. The focus is shifting towards fulfilling genuine customer needs rather than pushing product options to them. Customer empowerment marketing does not look at customers as targets, but views them as equal partners in a brand’s journey. This would mean giving them a sense of belonging, and involving them in product decisions. Interactive content, and customizable products are all examples of customer empowerment.
With these significant changes and constant shifts in the digital marketing landscape, it is crucial for brands to remain flexible and easily adaptable. It is important to embrace new tools and technologies, and modify strategies to welcome the future of digital marketing with open arms. Brands also have to be prepared to adjust their strategies based on the results of this new approach to digital marketing. This is the only way to stay ahead of the curve, and succeed in the ever-changing digital marketing world.