1. Mobile Marketing
Marketing is an age-old trade that has adapted into a fluid and flexible beast. It is constantly changing and evolving with the progression of technology. Gone are the days of speaking to customers through traditional media like magazines and billboards when they are glued to mobile devices like cellphones and tablets. According to Dodson (2016) "on average, people check their phones 150 times a day, which roughly works out (depending on their sleep patterns) to every 6.5 minutes." This provides the modern marketer with ample opportunity to connect with customers through their mobile devices. My first prediction for the future of digital advertising in the next five years is that companies will increasingly convert to mobile-first websites, and mobile compatible or centered campaigns. Mobile-first means "when the website is being designed, it’s mapped out on the smallest screen first to deliver the best experience to mobile users while including features designed to improve mobile use. This can consist of touchscreen-friendly navigation, streamlined navigation menus, less text-heavy content, and functions like collapsible menus (Lara, 2022)." Portable devices have gotten even smaller with people wearing them on their wrists, so it's essential for brands to adapt in order to meet customers where they are at. Nothing worse than going to a website on your phone and having to zoom in a million times for anything to be legible. Not to mention, mobile-first design is also less expensive than building an app, and the increased conversions from visitors being able to properly navigate (Lara, 2022).
2. Personalized Content
Most people can agree that generic, copy and paste responses do not inspire confidence. It feels rude, impersonal, and robotic. Same with the content we consume. Now, and in the next five years of digital marketing, people will want real responses from real people, and to be treated like real people themselves. "From calls to action to the copy of a landing page, the content you use needs to be hyper-targeted to the exact customer you’re trying to reach, or it will go unnoticed (Lara, 2022)." My second prediction for the future of digital advertising in the next five years is that companies will start tailoring their marketing to be more specific, intentional, and personalized in order to connect with customers and stand out amongst competition. By putting out quality content of a product or service in a way that is actually relevant to the person searching for it, it builds consumer confidence and aligns the brand as a reliable source for information. Consumers will stay loyal because they feel understood and valued. Digital marketing will be extended by the greater personalization and relationships that develop as a result. In a study conducted by Vocell (2022) 330,000 call to actions belonging to three categories were compared over a six-month timeframe to see what option was the best. The result was that "personalized CTAs convert 202% better than default versions." This goes to show that people appreciate the extra customer service and consideration.
3. Video Killed the Instagram Grid
Excuse my play on words and reference to the annoyingly catchy song Video Killed the Radio Star, but the sentiment is still valid. My final prediction for the future of digital advertising in the next five years is that brands will begin to leverage more video content in all areas of marketing. TikTok really changed the game of the general social media landscape through the use of short video content. Other platforms quickly adopted similar strategies in response, such as Instagram creating reels and YouTube launching shorts. Short videos "emphasize the fast-paced way in which we consume content and highlights the need for simple and succinct messages or engaging content that asks us to participate—whether it’s learning a new dance, joining a challenge, or participating in surveys and polls (99designs Team, 2021)." Beyond social media posts, videos are even being integrated into emails which "have a click-through-rate that’s 8x higher than traditional email (Lara, 2022)." They enable the brand to share information quickly and in a way that's more personal and doesn't get lost in a wall of text. I'm sure companies will find a multitude of creative ways to incorporate video content to engage their audiences in the future of marketing. Visual representations build customer confidence in the product or service they are buying.
References
99designs Team. (2021, December 6). 9 digital marketing trends to get ahead of in 2022. 99designs. https://99designs.com/blog/marketing-advertising/digital-marketing-trends/#1
Dodson, I. (2016).
The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Wiley Professional Development (P&T).
https://mbsdirect.vitalsource.com/books/9781119265719Lara, C. (2022, February 18).
Top Digital Marketing Trends for 2022. TheeDigital. https://www.theedigital.com/blog/digital-marketing-trends
Vocell, J. (2022, May 6). Personalized Calls to Action Perform 202% Better Than Basic CTAs [New Data]. HubSpot. https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data
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