6 Important Changes in the World of "Digital Marketing"

Digital marketing has been around for quite some time now, but due to progress in technology, it continues to change. It is good to check those changes every now and then. In fact, the digital world is evolving faster than most businesses can adapt. I have recently read two articles regarding changes in digital marketing that I thought would interest you.

1.     Cognitive AI marketing: What is next is already here

AI marketing uses machine learning algorithms in order to make better decisions based on big data. AI systems could have a profoundly disruptive impact on digital marketing as the possibilities are endless. With cognitive AI, you will be able to set your marketing system to predict goal-orientated information automatically and even set up business campaigns on multiple channels based on complex behavioral targeting.

2.     Screenless SEO

More and more smart speakers by Amazon and Google are being sold. These devices provide a screenless voice interface with the largest search engines available, allowing the user to search and compare different products. Remotely controlled by voice, these devices are paving the way for a whole new SEO tactic based solely on natural spoken language. Content marketers will have to aim for content in a conversational manner.

3.     Personalization

A/B testing has become a widely-used method among professional marketers to evaluate changes done to a website’s visual interface and how they, in turn, affect the users’ conversion rate. Personalization tools allow you to take the personalization of the user experience to a whole new level; you can experiment with the different ways in which you can manipulate websites’ interfaces to fit each individual user’s personalized wants and needs.

4.     Psychographic segmentation

The ability to pinpoint and identify users based on geographics and demographics as well as the immediate availability of data has real potential to reshape the world of marketing. We already know that consumers tend to look towards others to evaluate if a product is worth purchasing. By taking advantage of today’s ability to dissect and analyze data, we can determine exactly what type of psychographic behavior our audience displays. The ability to tailor the right message to the right audience is absolutely crucial in order to attract a large customer base.

5.     Facebook is KING

Facebook has made quite some adjustments that you can use as a digital marketer.

Facebook just introduced a new lead capturing feature that marketers can use on their Facebook ads: Lead Ads. With Lead Ads, you can create and customize ads, requesting that visitors submit different kinds of information, such as e-Email address, zip code, and phone number. Information entered into this system can be downloaded and processed to increase the reach of marketing campaigns.

6.     Brand new (updated) tools by Google

Google has released a few major updates to its business suite. Among the various improvements, Google has combined the dashboard, custom reports, and custom alerts into one tab. In addition, Google has replaced its intelligence events with an Automated Assistant. In March 2016, Google announced the release of Google Optimize 360: a landing page, A/B testing, and optimization tool that integrates directly with Google Analytics.