Navigating the swiftly changing digital marketing landscape demands a keen awareness of emerging trends. For marketers immersed in this dynamic business environment, staying ahead of the competition hinges on being well-versed in the latest digital marketing developments. Here, we highlight key trends that can maximise results and fuel your business’s growth. You might consider pursuing an MBA in Digital Marketing to understand these trends and their impact.
Digital Marketing Trends: Emerging 13 Facts to Know As a Marketer
1. Influencer Marketing
In digital marketing, influencer marketing is a strategic collaboration between businesses and individuals boasting a substantial social media following. This partnership aims to showcase and endorse products and services, leveraging the influencers’ reach to enhance brand visibility. Particularly in India, where a significant portion of the population comprises youth, influencer marketing is a potent tool for connecting with the masses.
As of 2022, the influencer marketing industry in India has surged, boasting a valuation exceeding INR 12 billion. Projections indicate substantial growth, with an anticipated value of INR 28 billion by 2026. This sector is poised for a remarkable annual expansion rate of 25% over the next five years, underscoring its pivotal role in the ever-evolving landscape of digital marketing.
2. Omnichannel Marketing
India is one of the world’s largest and rapidly expanding digitally connected consumer markets, boasting over a billion mobile phone users and over 500 million social media subscribers. In this contemporary landscape, the preferences of today’s consumers lean toward personalisation and convenience, prioritising customer experience over price considerations. In response to these evolving dynamics, companies must embrace omnichannel marketing strategies.
Omnichannel marketing serves as a pivotal tactic, enabling companies to deliver a seamless user experience, commonly referred to as CX, across all channels. This approach ensures that customers engage with a brand positively on every platform they encounter. By meticulously mapping customer personas and considering the various journeys customers undertake across platforms and devices, omnichannel marketing strives to create an exceptional customer experience throughout the entire buyer’s journey.
In the Indian context, omnichannel marketing extends beyond the realm of social media. It encompasses diverse strategies, such as providing QR codes in physical shops and incorporating them into e-commerce websites to facilitate convenient payment options. This multifaceted approach underscores the adaptability and expansive reach of omnichannel marketing in catering to the diverse preferences and behaviours of the digitally connected Indian consumer base.
3. Artificial Intelligence
Artificial intelligence (AI) represents the development of intelligent computer systems capable of performing tasks analogous to human brain functions. Its applications span various industries, leveraging its capabilities to discern customer needs, automate business processes, and establish a competitive edge. AI is instrumental in uncovering patterns in consumer buying behaviour, enabling businesses to formulate effective marketing strategies.
Beyond its general applications, AI features specialized tools like machine learning and deep learning, which play pivotal roles in customer and marketing activities. These applications extend to content creation, ad monitoring, and customer interactions.
The anticipated impact of AI on India’s economy is substantial. According to a report, the integration of data and AI has the potential to contribute significantly, adding between $450-500 billion to India’s GDP by the year 2025. This underscores the transformative influence AI is poised to exert on economic growth and innovation in the country.
4. Video Marketing
Video marketing stands out as a powerful digital tool for businesses aiming to expand their customer base, surpassing the effectiveness of various other digital marketing mediums. The potency of videos lies in their ease of consumption, visual appeal, and ability to convey information effectively. As we look ahead to 2023, video marketing emerges as a pivotal trend in the digital marketing landscape.
The integration of short video-format content into the algorithms of popular social media applications, including Instagram, YouTube, and Facebook, has played a pivotal role. This integration facilitates brands in reaching their target audience more effectively, capitalizing on the engaging and shareable nature of video content. As a result, video marketing continues to be a dynamic and influential force in the digital marketing realm, holding great promise for businesses looking to make a lasting impact in the coming year.
5. Metaverse
The metaverse concept encompasses how we engage with technology, presenting itself as a 3D-enabled cyberspace. Leveraging modern technologies such as virtual reality (VR), augmented reality (AR), and advanced internet capabilities, the metaverse provides an immersive online experience for individuals to interact with businesses.
Contrary to a common misconception, access to the metaverse is not limited to VR and AR devices. Users can engage with this 3D-enabled cyberspace using various internet-operated devices such as laptops, mobiles, and more.
A report by DappRadar positions India as the fifth-ranked country, following the United States, Indonesia, Japan, and the Philippines, regarding interest in metaverse projects. With a burgeoning young population, a thriving startup ecosystem, and a substantial talent pool, India is poised to play a significant role in the evolution and development of the metaverse. The nation’s dynamic characteristics position it as a key player in shaping the future of this transformative technological landscape.
6. Long-Form Content
In digital marketing, long-form content emerges as a potent strategy for providing audiences with comprehensive and detailed information about a product, brand, or service. Marketers in both B2B (business-to-business) and B2C (business-to-consumer) spheres have recognised the effectiveness of long-form content, positioning it as a key trend to watch for in 2023.
Long-form content is more effective than its shorter counterparts, fostering increased brand visibility and deeper customer engagement. Defined as content marketing comprising blog posts or articles exceeding 3000 words, long-form content facilitates a thorough exploration of topics, making it a valuable tool for marketers seeking to convey detailed information and establish meaningful connections with their audience.
7. Progressive Web Pages
Progressive web pages represent a cutting-edge approach to online websites with distinctive features such as push notifications, accelerated loading times, and offline accessibility. Positioned as a solution to meet the demand for websites with exceptional user interfaces, progressive web pages have emerged as a noteworthy digital marketing trend, anticipated to gain further traction in 2023.
This innovative trend enhances user experience through prompt notifications and swift loading, ensuring accessibility even in offline scenarios. As businesses increasingly recognise the significance of seamless and user-friendly online experiences, the growth of progressive web pages is expected to continue as a prominent digital marketing strategy in the coming year. If you’re intrigued by the intersection of technology and business strategies, considering an MBA in Digital Business could provide you with valuable insights into these evolving trends.
8. Chatbots
Chatbots are an efficient means for individuals to access information without human intervention. Key characteristics of chatbots include their ability to cater to a global audience, operate 24/7, autonomously address frequently asked questions from customers, and aid users in making marketing decisions. This technology streamlines the information-seeking process, providing quick and accessible solutions for users while offering businesses a valuable tool to enhance customer service and support marketing efforts.
9. Mobile Optimisation
Marketers striving to amplify their brand’s online visibility and reach are increasingly prioritizing mobile optimization. This strategy enables them to provide engaging and seamless browsing experiences for users accessing their platforms via mobile devices.
Mobile optimization extends beyond mere responsiveness, encompassing aspects such as user interface enhancements, faster loading times, and overall improved functionality on mobile devices. By adopting mobile optimisation, marketers cater to the preferences of an increasingly mobile-centric audience and enhance their overall digital presence. This approach is vital for attracting and retaining a target audience, especially when promoting mobile applications as a comprehensive marketing strategy.
10. Live Streaming
Live streaming is rapidly emerging as a prominent digital marketing trend, potentially becoming a major force due to its direct connection with the audience. This interactive medium fosters a deeper emotional connection among viewers and allows them to engage with each other in real time.
Live streaming has gained significant popularity in India, as evidenced by a substantial 300% increase in searches for the term ‘Facebook Live Stream’ from 2016 to 2018, according to a report.
Furthermore, the integration of immersive experience tools such as augmented reality (AR), virtual reality (VR), and 360-degree streaming has made live streaming more accessible. This evolution transforms live streaming from a mere marketing tactic into an integral part of life, providing a dynamic and engaging platform for brands to connect with their audience meaningfully.
11. Search Engine Optimisation (SEO)
In the contemporary business landscape, ensuring the discoverability of a website and its content on Search Engine Results Pages (SERP) is crucial for securing both short-term and long-term traffic returns. Although Search Engine Optimization (SEO) is not new, its integration into modern marketing strategies is becoming increasingly ingrained.
Marketers who invested in an SEO strategy in 2022 and witnessed a notable uptick in web traffic are poised to continue and reinvest in this approach in 2023. Recognising the sustained importance of SEO in driving online visibility and attracting organic traffic, businesses are strategically incorporating and reinforcing SEO practices to enhance their digital presence and stay competitive in the ever-evolving online landscape.
12. Online Marketplace
The continual evolution of social media algorithms has facilitated the establishment of online marketplaces, allowing brands to sell their goods and services to their target audience directly. This dynamic shift has enabled brands to connect with a global audience, providing a platform for direct interaction, engagement, and the enhancement of brand awareness.
The social media marketplace has proven to be an effective avenue for brands to showcase and sell their products and foster meaningful engagement with a diverse and widespread audience. This direct engagement enhances brand visibility, fosters customer relationships, and opens up new opportunities for businesses to thrive in the digital realm.
13. Branded Content
Branded content has swiftly become a prominent player in marketing, representing a departure from traditional advertising. This form of content, encompassing articles, videos, and podcasts, aims to provide relevant value to customers. Unlike conventional advertisements that emphasize selling, branded content takes on the role of informing, educating, and inspiring, with a primary goal of driving engagement through valuable and meaningful content.
The distinctive feature of branded content lies in its focus on storytelling, weaving brand purpose and message seamlessly into the narrative to evoke emotional responses. It diverges from a sales-centric approach, emphasising building conversations around the brand.
A report by Brandgym underscores the challenges faced by traditional ads, revealing that 84% of social media users skip ads on their phones, watching only 5.5 seconds of a 15-second video. This trend aligns with the preferences of the millennial audience, who are less inclined towards traditional TV serials and find resonance in the narrative-driven approach of branded content. As a result, branded content emerges as a compelling strategy to connect with audiences, particularly those who seek more authentic and engaging storytelling experiences.
Identifying emerging digital marketing trends can be challenging, but staying ahead of developments and adapting to innovations in the dynamic landscape is crucial. Acquiring the necessary expertise and experience to spot trends is essential, and advanced courses play a significant role in equipping individuals with these skills.
ZEFT Business School provides top-notch certificate courses across various fields, including MBA Colleges in Chennai. These programs are designed to impart the skills and knowledge required for identifying new trends in the business landscape. By enrolling in such courses, individuals gain valuable insights and techniques to stay abreast of evolving trends, positioning themselves for success in the ever-changing realm of digital marketing.