Marketing Technology

What Does the Future of Digital Marketing Look Like?

New and shiny marketing technology tools are always appearing — but you know better than to get distracted.

Digital Marketing for Digital Customers

For businesses, there's no turning back — fully digital customers are the way of the future.

Between July and September of 2020 alone, almost $1 in every $5 spent with U.S. retailers came from orders placed online, per Digital Commerce 360 analysis of Commerce Department data. Looking ahead to 2025, Gartner predicts 80% of supplier-buyer interactions will be digital in nature.

Smart devices have transformed social media and other digital marketing channels into engines of brand interaction. A single lead or sale may entail hundreds of individual micro-moments across multiple digital channels. And you must be prepared to manage all of them.

Investing in even more martech tools, then, may seem like the best course of action — but more is not always better. A wholesale “out with the old, in with the new” method of martech purchasing won't win over digital customers. Strategically combining your current tools to best leverage their benefits makes more sense dollar- and time-wise.

Future-proofing Your Digital Marketing Ecosystem

With tech-savvy customers in mind, let’s explore just a few ways you can keep up with three ever-evolving forms of digital marketing.

Social Media Marketing

Used by billions globally, social media remains one of the most pervasive digital marketing channels. Today, consumers crave an engaging — and above all — helpful social media presence from brands.

So, how do you up your social media game?

  • Share content that's relevant to your target audience. Remember, quality over quantity for your content marketing strategy.

  • Ensure consistent brand voice and image across platforms, no matter who's posting.

  • Focus your marketing effort on engagement more than follows and views.

  • Measure the effectiveness of your advertising and marketing campaign with analytics and make targeted adjustments where necessary.

Influencer Marketing

Members of Gen Z — those born between 1997 and 2010 — are the first digitally native generation to have purchasing power. They rely on digital channels to research products, read reviews and receive recommendations from influencers they admire.

A 2019 Edelman survey found that 63% of respondents aged 18-34 trust what an influencer says about a brand more than what a company advertises about itself.

Why is that? Well, flashy display ads can only go so far — when making purchase decisions, your customers trust people.

Ready to unlock the benefits of influencer marketing?

  • Devote more time and resources to understanding who your customers follow on social media (especially Instagram, Twitter and Facebook). 

  • Partner with an influencer who believes in your brand and will share your messaging with their followers. 

  • Encourage your customers to mention your brand on social media and share video content about how they've interacted with your products and/or services.

Omnichannel Marketing

In an interconnected world, omnichannel marketing enables an integrated customer experience across channels. The digital customer journey includes multiple devices and touchpoints. Whether a consumer is accessing your website from an app, mobile device, tablet or computer, personalization is key for a cohesive journey.

Some of the ways you can utilize technology to deliver a seamless user session across platforms include:

  • Artificial intelligence and machine learning have made chatbots one of the best ways to solve small customer concerns. According to Salesforce, chatbots and voice assistance have changed 58% of customers' expectations of companies. Focus on problem-solving that requires a human touch while AI technology fields customer question.

  • Digital records can help customers connect with the same service representative across multiple sessions. Eliminate frustration that arises from consumers trying to explain the same issue to multiple representatives.

  • Integrated shopping carts allow customers to easily switch between devices as they shop and not lose track of their items.

  • Augmented reality is blurring the lines between the digital and physical worlds. Some retailers are already using virtual reality to allow customers to digitally “try on” products or see how an item would look in their home.

No matter how you choose to enhance your omnichannel user experience, know that the foundation for a successful future is built on a brand that's optimized for all digital channels.

Leverage your existing martech today to prepare for tomorrow

With technology, change is constant — that's a given. But while you may need to adjust a strategy or consider a few new tools, sinking money into an entirely new martech stack isn't necessary. It's likely you already have the right technology — and people — in place to meet the demands of the future of digital marketing.

Get in touch with GeekHive today to optimize your digital marketing strategy for tomorrow.