The key issues in digital marketing are security, quality, and difficulties related to fraudulent patterns. Technology is expected to become a centre stage with the integration of blockchain in the coming years.
Voice-based searches are growing and will account for 50per cent of all searches by 2020. As a result, marketers are exploring where smart speakers connected to the internet could directly answer customers' queries.
The change in search patterns where searches backed by voice response will get popular, and the buyers will be able to do more searches in voice using a user interface, e.g. Alexa, Bigsby, Siri, Google Home, and others that will become the latest combat zone for marketers in this sector.
Artificial Intelligence
In the coming years' Artificial intelligence will be able to provide services and do a number of jobs. Such technology can be used to identify consumer behaviour patterns and search behaviour patterns and use online data to design strategies for higher conversions.
Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. Specific applications of AI include expert systems, natural language processing (NLP), speech recognition and machine vision.
Messaging App
In August 2018, 450 million people were running Whatsapp on iOS and Android. This was followed by Facebook messenger, where such apps could engage 1.3 billion people worldwide.
Western users have adopted the APAC-based apps due to seamless payments, discounts, and better customer service. In addition, APAC chat apps are already popular, where messenger ads can reach buyers.
According to the data by Statista, 2.01 billion mobile phone users accessed over-the-top messaging apps, and it will grow to 2.48 billion users by 202. AppAnnie predicted the number of - in-app ads will grow by 60per cent to give better conversion rates.
Chatbots
The latest technologies used in digital marketing include Chatbots and specialised virtual assistants.
Earlier, the text-based automatic customer support system was used, but now voice input has improved the interaction of the device that helps customers to get answers to a number of problems without directly contacting the customer service personnel.
It is expected that such systems will save up to $8 billion by 2022, and a number of corporations will adopt the technology to handle human queries and conduct repetitive tasks, whilst human resources can be used for other difficult tasks.
Micro Queries
Some companies post many 10 to 15 seconds advertisements to answer to micro queries of customers to keep the customer engaged. These are some of the repetitive queries, which have the same answer, and once such queries are identified, they can be programmed into the chatbots with answers.
The machine gives human-like answers to clear a prospective customer's doubts.
Video Streaming and Sharing
Video streaming and sharing are popular. Many users post self-generated video content on social media sites, e.g. Facebook Live and Instagram, that provide a platform to upload engaging video messages and create a customer experience.
This business is expected to grow to over $300 billion in 2019, and 91per cent of the companies are adopting it as a powerful method to handle key strategies.
Content costs 62 per cent less than outbound plans, while the chances of getting leads are 126 per cent higher. In addition, blog content and website messages can provide a competitive edge and offer better Google indexing to the pages.
Influencer
Companies use influencers, i.e., celebrities, to generate a customer base. Some influencers hugely impact their customers, but these provide a short-lived customer base.
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