The digital marketing industry is one of constant change and evolution. From email to search engines, different platforms become new spaces for marketers to thrive. Social media sites become online hubs for sellers. Mobile apps turned into portable banners for brands. Now, as the pandemic pushes people further into cyberspace, many can’t help but wonder: What’s next for digital marketing?
As competition heats up, new forms of brand promotions are sure to come up. Gone are the days that a functional web and an online presence are enough to keep up. Below is a roundup of the top tech innovations that are shaping the future of digital marketing.
1. Progressive web apps (PWAs)
Although relatively new in the digital marketing scene, Progressive Web Apps (PWA) technology is quick to catch the attention of brands and marketers around the world. First introduced in 2015 by no less than Google, a Progressive Web App (PWA) refers to a web application that comes with popular web browser features, such as HTML and JavaScript. Think of it as a traditional website but in the form of mobile apps!
Since its works like your typical native mobile app, a PWA is installable and comes with features like push notifications. The innovation also comes with responsive designs, meaning it adjusts to different screen sizes. This makes the app perfectly responsive and readable on all devices.
Aside from these cool features, what made PWA quite the phenomenon is its good relationship with Search Engine Optimization (SEO). Since a PWA is essentially a website that acts like a native mobile app, Google treats it as a normal page on the web. This means spiders still crawl the site and rank it along with other online content.
2. Chatbots
Chatbots are software applications that replicate human-like conversations through text or voice. While these programs are not new, they are still worth the hype. In fact, in a recent report, about 40% of internet users confessed they prefer talking with chatbots over virtual agents. The result is not surprising considering that the pandemic digitalized most transactions. As more people rely on sites and apps for their dealings, chatbots promise real-time customer services.
Aside from the promise of immediacy, chatbots also offer conversational interactions. This helps make transactions as smooth and as easy as possible. The one-to-one conversations also help build trust, as customers feel valued and prioritized.
3. Virtual reality technology
The recent years witnessed the rise of augmented and virtual reality in marketing. This refers to the creation of simulated environments that appear real. The technology also allows persons to interact with their artificial surroundings.
Half a decade ago, many would dismiss the idea of virtual reality marketing as a mere child’s dream. Now, marketers are taking advantage of VR technology to promote their brands and services. Among the biggest brand names that make use of VR marketing strategies include Apple, Facebook, and even Microsoft.
To date, many brands use VR technology to give their commercials and online videos immersive visuals and interactive experiences. These include using VR technology to let customers see items in real size and incorporating unreal engine virtual production to present more immersive storytelling in ads.
4. Drone software
Another recent innovation that is gaining traction in the digital market scene is the drone mapping software. Simply put, a drone refers to an unmanned aircraft that can navigate without a pilot. The device is often controlled by artificial intelligence or by a person on the ground. When used in marketing, drone mapping refers to the process of capturing aerial images and then stitching those images together using computer software to come up with a whole picture of the land or property surveyed.
Drone mapping software is most popular among businesses engaged in construction, mining, and even agricultural services. The innovation delivers more accurate data to customers and presents clearer pictures of lands and properties. On the part of the businesses, investing in drone mapping software promises safety to their employees and reduced project time as well.
5. Voice Search Technologies
The rise of virtual assistants, such as Amazon’s Alexa and Apple’s Siri, signaled a new era for digital marketers. No longer are brand competitions limited to written online searches. To date, businesses must also strive to conquer the results pages for voice searches.
To do so, companies are embracing shorter and snappier keywords in their digital content. Since voice searches are also mainly local searches, brands and services tend to incorporate specific keywords, such as “near me” and “nearby” to dominate the results pages.
More developments are on the way. As man’s perceptions and ideals change, so does his way of embracing products and services. Digital marketers are always on the run to match these sudden and constant changes. As tech innovations continue to thrive, more developments are expected to change the course of digital marketing.
