A few years ago, Business @ the Speed of Thought, a book by Microsoft founder Bill Gates was published. The book attempted to explain how digital infrastructure and evolving technology can help businesses enhance their efficiency and productivity, and succeed in the modern corporate landscape. While some of the specific technologies that the book talked about are now obsolete, the basic premise of the book is as valid today as it was at the time of its publication.
In it’s most basic iteration, the book discusses the fact that the rapidly evolving technology of the modern world helps businesses move fast and increase their efficiency. As a result, to make the most of the technological advancements and maximize profitability, businesses must innovate constantly and keep moving forward in the realms of marketing and promotion as well. And when it comes to marketing, the fastest growing sector of that field is digital marketing. Nowadays, the Internet is where the world is and no company can thrive and prosper without properly harnessing the marketing potential of the World Wide Web.
Changes in the Domain of Digital Marketing
Some of the things that are responsible for bringing about the rapid changes in the world of digital marketing are:
- Social Networking Sites
- Artificial Intelligence (AI)
- Search Engine Optimization (SEO)
The more things change, however, the more they remain the same. The basic tenets of good marketing, such as crafting attractive messages to attract your ideal customers, still remain the same, and probably always will. The only things that has changed are the methods and channels of delivering these messages. Social media, SEO optimization, pay-per-click, and search advertising have now replaced door-to-door selling and telemarketing to a great extent.
In order to keep pace with the fast-moving marketplace, businesses must constantly update their marketing tactics and policies to make optimum use of all the technological and digital resources available. So, listed below are two of the most promising digital marketing trends of 2019 that you should pay attention to and keep track of this year. You can also consider applying them to your own business, in case they suit your needs and purposes.
Artificial Intelligence (AI)
In essence, artificial intelligence or AI involves the theoretical and practical development of computer systems that are capable of performing tasks that would otherwise require natural human intelligence. These tasks may include decision making, visual perception, speech recognition, language translation, and much more. Digital marketing is one of the most important tools that are currently being used by savvy digital marketers around the world.
Currently, artificial intelligence is being used for various purposes such as customer segmentation, push notifications, re-targeting, click tracking, etc. These different functions can also be combined in innovative ways to come up with effective marketing strategies. Thus, AI is all set to be one of the most significant digital marketing trends of 2019. With every passing year, artificial intelligence is becoming increasingly sophisticated and the gamut of tasks that it can perform is expanding quite steadily.
The Advent of Chatbots
A chatbot is basically a computer program – that may or may not use artificial intelligence – which is designed to conduct conversations with potential customers via textual or auditory means. These programs are often specifically designed to mimic human behavior, speech patterns, and conversation styles. This is meant to help potential customers feel at ease when speaking with the chatbot and sharing their questions or problems.
The desire to interact with other human beings, to have a voice and to be heard, is an essential aspect of the human condition. In part, the popularity of social media networks can be attributed to this desire. This is where chatbots come in handy. As a business owner, you may not have the time to constantly engage with current and potential customers of social media. However, you can save a lot of time and effort, while getting the same results, by installing a chatbot on your company’s website.
This chatbot will interact with customers and website visitors on their own terms, freeing up your time so that you can engage in more productive activities. Technological advancements have ensured that modern chatbots can easily hold a basic conversation with customers and answer common questions in the same way that a human being would. Thus, a chatbot on your website can easily function as your customer support representative, allowing you to build relationships with customers with minimal effort and investment.
Some of the primary benefits of chatbots include – uninterrupted, 24-hour service instant response, easy communication, answers frequently asked questions, resolves complaints quickly, friendly and approachable manners which ensure good customer experience. Chatbots can also be taught to greet customers and can help businesses save significantly on customer service expenses.
These are just some of the digital marketing trends that have been gaining traction in recent years. Of course, while keeping a lookout for these innovative digital marketing trends in 2019, you must also continue the more common digital marketing strategies such as SEO optimization, social media marketing, and building email lists. All of these marketing tactics together will help you create a marketing strategy that will propel your business to the heights of success.