Five Emerging Digital Marketing Trends for Small Businesses
MARKETING COMMUNICATION
Digital marketing, like any other field, witnesses trends that may come and go. However, some trends become integral components of the marketing landscape. These trends often emerge in response to evolving technologies or shifts in consumer behavior, addressing emerging needs.
Digital marketing, like any other field, witnesses trends that may come and go. However, some trends become integral components of the marketing landscape. These trends often emerge in response to evolving technologies or shifts in consumer behavior, addressing emerging needs.
For example, the surge in mobile marketing was a direct response to the widespread use of smartphones, particularly among consumers engaged in shopping or product research.
While mobile marketing was once considered a trend, it has now become a standard and indispensable tool for digital marketers. Staying informed about ongoing trends is crucial in this dynamic industry. This article delves into five prevalent digital marketing trends currently shaping the landscape for small businesses
1. Social Media Marketing: Connecting Beyond Boundaries
Social media has evolved into a pivotal marketing tool for digital marketers, as individuals globally spend an average of 135 minutes daily on these platforms—a figure that continues to rise annually. Beyond personal connections, social media serves as a hub for researching products, connecting with brands, and influencing purchasing decisions.
For small businesses, embracing social media marketing is more than a trend—it's a strategic move to engage audiences, build brand loyalty, and acquire new customers. In 2018, over 70% of small businesses aimed to leverage social media, with 75% targeting Facebook specifically. Key strategies for small businesses in social media marketing include:
Content Sharing: Disseminating interesting and relevant content.
Audience Engagement: Fostering conversations and interactions.
Customer Service: Addressing queries and resolving complaints.
Advertising: Utilizing social media ads for outreach and conversion.
Brand Building: Establishing recognition and loyalty through engagement.
Influencer Collaboration: Partnering with influencers for expanded reach and trust.
Data Analysis: Leveraging data insights to understand customer needs and behaviors.
User-Generated Content: Showcasing content created by users.
Personalized Connections: Building relationships by connecting on a more personal level.
Embracing these strategies ensures that small businesses not only remain competitive but also thrive in the dynamic landscape of social media marketing
2. Voice Strategy: Pioneering Interactive Interactions
Voice communication, a fundamental aspect of human interaction, is seamlessly integrated into technology and everyday devices. With 50% of consumers already using voice assistants, and 81% of them leveraging these tools in conjunction with smartphones, small businesses must embrace a voice search strategy to remain relevant. This strategy involves optimizing content with keywords commonly used in voice searches, emphasizing long-tail keywords, command and question formats, and addressing customer inquiries directly.
Additionally, creating a voice presence through platforms like Alexa skills or Google actions enhances accessibility for users of voice assistants like Alexa or Google Home.
3. Branded and Live Video Investments: Dynamic Engagement in a Video-Centric Era
Video marketing continues to be a dominant force in digital marketing, projected to constitute 82% of consumer internet traffic by 2021. To keep pace with evolving trends, small businesses are increasingly investing in two key video strategies: branded content and live video.
Branded video content combines the inherent engagement of videos with the ability to build trust and foster relationships. It efficiently delivers information, boosts conversions, and surpasses traditional text-based communication.
Live video, gaining popularity rapidly, is predicted to account for 13% of video traffic by 2021. Its appeal lies in interactivity, allowing audiences to participate by posing questions and engaging in conversations, fostering a sense of community and relationship building. Despite concerns about the cost of video production, numerous cost-effective approaches exist for creating compelling video content.
By incorporating these video strategies, small businesses can harness the power of dynamic content to engage their audiences effectively in the evolving digital landscape.
4. Novel Content: Shaping the Future of Engagement
In the realm of digital marketing, content serves as the primary currency. While traditional content types persist, innovative formats occasionally emerge, reshaping how audiences consume information. An ongoing trend is the rise of interactive content, fostering active engagement with brands. Diverse forms, including polls, animated infographics, quizzes, contests, assessments, and online voting, provide immersive experiences for users.
Another impactful trend involves expiring content, echoing the model popularized by Snapchat, where content disappears after 24 hours. This strategy leverages a sense of urgency and exclusivity, compelling users to actively seek and engage with time-sensitive content.
5. Blending the Digital with the Physical: Elevating In-Store Experiences
Despite the prevalence of digital commerce, the allure of physical retail persists. To meet evolving consumer expectations, businesses integrate digital elements seamlessly into the brick-and-mortar shopping experience. Beacon technology stands out as a notable tool, sending signals to mobile devices within a geofenced area. Applications include push notifications, time-sensitive coupons, and various creative uses, such as facilitating communication at trade shows, enhancing in-store product interactions, replacing room keys in hotels, connecting with sports fans in stadiums, and updating travelers about flight information.
In the dynamic landscape of digital marketing, staying informed about emerging trends is crucial for relevance and competitiveness. Adapting strategies to incorporate innovations in social media, content, voice, and physical interactions enables businesses, both large and small, to navigate the ever-changing digital terrain effectively. Explore our "5 Steps to a Powerful Digital Marketing Strategy" for practical insights on implementing these trends.
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