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10 Tech Trends That Will Influence Your Marketing Strategies

24th January 2023
10 Tech Trends That Will Influence Your Marketing Strategies


Ten Trends That Will Affect Your Marketing Plans Digital marketing is an important part of many businesses' plans, and the technology that helps them do so is always changing.

• The growing significance of long-form educational content, chatbots and live chat, and voice search are just a few of the existing trends that will continue.

• Google's push for a cookie-free future is one of the new emerging trends.

• Small business owners and digital marketers who want to know about major trends and where to focus their marketing efforts should read this article.

While many marketing principles remain the same year after year, the tools businesses use to succeed in marketing change significantly over time. Advertising in newspapers was once common. Businesses' marketing strategies now rely heavily on digital advertising and artificial intelligence.

Entrepreneurs should pay attention to new technological trends every year. Owners of businesses who keep up with the times may even achieve new levels of marketing success. We believe that small businesses should take advantage of the following ten trends this year.

Let's examine these trends in greater detail and see how they can benefit your company.

1. Long-form, authentic content is still the king.

Long-form, educational content with the intention of assisting users rather than selling to them has become the new standard in content marketing. With new developments like Google's Helpful Content Update, which was released at the end of last year, this pattern will only get worse. Content that provides in-depth responses to people's inquiries and directs them toward making the best decision for their circumstances is the kind of content that will perform the best.

A great way to increase brand awareness and customer loyalty is to share information about subjects that interest your customers. By demonstrating that you care about more than just a sale, you can increase trust. Whether your content is in the form of a social media post, a blog, or an email blast, strike a balance between showcasing your products and offering helpful, attainable advice.

2. The crown is being challenged by short-form video content.

Short-form video content is gaining popularity, but long-form educational content remains effective for blogging and podcasting. Users are increasingly attuned to short snippets of entertaining or informative video content as a result of the rise of TikTok and Instagram Reels. In a sea of other video content, brands can use this trend to quickly and effectively communicate with their audience.

Clever short-form video content can convey a brand's message in a matter of seconds because users' attention spans are decreasing and they are being pulled in multiple directions at once. Utilize long-form content for users who want to delve deeply and educate themselves, but produce short-form video content for users who are scrolling to pass the time in order to reach the largest possible audience.

3. The use of conversational AI and chatbots will grow.

Small businesses will increasingly have access to chatbots and more advanced conversational AI as they continue to enter the market. Even if you're working on other things, these tools can help you answer basic questions from customers at any time.

For instance, the emergence of ChatGPT demonstrates that the age of AI-driven marketing is already upon us. It is reasonable to anticipate that a greater number of small businesses will make use of readily available tools that enable them to communicate with their customers round-the-clock or assist in the creation of marketing copy.

Joey Penick, a former vice president of marketing at Lumen Technologies, stated, "AI-powered chatbots can be used for customer support, expanding contact strategy dramatically with a controlled message." These chatbots offer the added benefit of being able to gather, analyze, and provide actionable data that can be used to improve the customer experience. However, they have become so lifelike that many customers do not even know the difference.

The State of Conversational Marketing report from revenue acceleration platform Drift states that almost 42% of consumers make purchases using conversational AI and chatbots. However, the majority of small business owners polled stated that they did not utilize the technology.

4. Voice search will continue to be an important focus.

Voice search is one way your small business can stand out from the competition given the growing popularity of mobile devices and voice services like Google Assistant and Microsoft Cortana. People are more likely to find your website or content marketing materials via voice search if your business is online.

Chris Hornak, the proprietor of Blog Hands, stated, "We had to adapt to the growing use of mobile a few years ago." Additionally, mobile searches now account for more than half of all searches, according to Google. Marketers will need to start adapting to voice searches, which currently account for 20% of mobile searches and are expected to continue growing in the same way that mobile searches have.

5. Deeper insights will result from data analytics.

According to Curtis Tingle, a former senior vice president of product for intelligent media delivery company Valassis, marketers still have a long way to go in data analytics.

He stated, "Marketers must learn how to better use the data they collect." Companies receive a lot of personal information from customers every time they interact with them, including information about their favorite products, their purchasing habits, and the most effective ways to reach them through advertising and marketing. Customers are hoping for a reward in the form of targeted coupons or deals or more personalized advertisements as a result of this data sharing.

The observation of Tingle is significant: Marketers must perform more than simply collect data. Businesses must use the data to enhance marketing campaigns, and the data must be meaningful. Currently, predictive data dominates the market; more adaptable, scalable, and intelligent datasets; edge computing to speed up analysis and hybrid computing, which uses both on-premise and off-premise cloud services together. Machine learning-driven solutions, such as augmented analytics, will also be increasingly used; engineered analytics for decisions; and data visualization for improved business management, decision-making, insights, and automation.

6. Marketing on social media will continue to develop.

With over 4.26 billion users worldwide, social media platforms are already critical channels for digital marketers. By 2027, that number is expected to surpass 6 billion, indicating that social media will continue to be an integral part of all digital marketing efforts.

Social media is changing as well. In order to maintain high levels of engagement and remain relatable to their target audience, brands will need to change with the times. This means better social listening to customers and rivals. Utilizing social listening tools that simplify the process and provide deeper insights will benefit brands.

The trend toward micro influencers among social media influencers will continue. People who have a particular focus on a particular topic will continue to rise in popularity. What matters is the niche.

7. DeFi technologies are still around.

Web3, where businesses use DeFi trends to raise their profiles to new heights, is the pivot point of e-commerce trends. Blockchain, cryptocurrencies, and non-fungible tokens (NFTs) are all referred to as "DeFi," which stands for "decentralized finance." Despite a few minor setbacks in recent times, these technologies are not going anywhere. It is reasonable to anticipate a gradual adoption of these tools as additional DeFi use cases emerge.

The shared P2P ledger is one example of a technology that makes business faster, cheaper, and more transparent. Smart contracts that verify, guarantee, and enforce transactions are provided by blockchain. NFTs are not just for art; They can also be used to monitor and manage the supply chain. Businesses attempting to overcome supply chain issues that have plagued the economy in recent times will likely incorporate these technologies.

8. The metaverse will emerge again.

The metaverse is a futuristic blend of virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) that culminates in a brand-new, three-dimensional, immersive experience that enables users to merge the digital and physical worlds. The metaverse struggled to get off the ground last year, but as technology improves and businesses adjust to user expectations, expect more widespread adoption.

On the interactive gaming platform Roblox, interactive advertisements like NASCAR's are one example of the metaverse in action. Avatar creation allows users to "feel" experiences without actually purchasing them. This has resulted in the newest term in marketing, "gamevertising," in which brands and marketers use gaming to promote their products.

On the cutting edge of retail, brands also use technologies like augmented reality to create blended shopping experiences in which customers can virtually try on clothes, sit in chairs, live in a certain area, and so on through the avatars of their customers.

9. A future without cookies is still on the way.

Although Google has put off its "cookieless" plans until 2024, a cookie-free future is still on the horizon. Google intends to launch a cookie-free tracking feature next year, but some preliminary tests will likely begin sooner. In the process of developing its cookieless tracking system, the company is currently attempting to strike a balance between the requirements of publishers, advertisers, and users.

How does this impact advertisers and marketers as well as businesses? As customer privacy concerns and regulations like the GDPR rise, prudent businesses will want to be on the lookout for cookie alternatives in the near future. However, they will need to learn how to use the cookieless tools that are replacing the current standard in order to get the most out of their advertising campaigns. Ten Trends That Will Affect Your Marketing Plans Digital marketing is an important part of many businesses' plans, and the technology that helps them do so is always changing.

• The growing significance of long-form educational content, chatbots and live chat, and voice search are just a few of the existing trends that will continue.

• Google's push for a cookie-free future is one of the new emerging trends.

• Small business owners and digital marketers who want to know about major trends and where to focus their marketing efforts should read this article.

While many marketing principles remain the same year after year, the tools businesses use to succeed in marketing change significantly over time. Advertising in newspapers was once common. Businesses' marketing strategies now rely heavily on digital advertising and artificial intelligence.

Entrepreneurs should pay attention to new technological trends every year. Owners of businesses who keep up with the times may even achieve new levels of marketing success. We believe that small businesses should take advantage of the following ten trends this year.

10. Inclusion, equity, and diversity are now crucial.

Companies have primarily discussed their diversity, equity, and inclusion (DE&I) policies in relation to their internal workforce and recruiting practices over the past few years. You can anticipate that DE&I will also take on a significant role in digital marketing. Considering DE&I into the images and messages you create for your marketing campaigns is important because users want to see marketing campaigns and advertisements that reflect the diversity of the world around them.

Across all demographics, sales tend to rise for brands whose marketing features a diverse range of individuals. For instance, a study conducted by Adobe found that 38% of consumers were more likely to patronize brands that employed diverse marketing strategies than those that did not, and 61% of consumers said that diversity in marketing and advertising was important to them. Generation Z places a special emphasis on racial and gender diversity in marketing and expects brands to participate in discussions about social equity, indicating that these trends have a lot of staying power.

Relevance of fundamental marketing principles Although these trends are expected to have an impact on marketing this year, you don't have to immediately switch to using different and more advanced technology to effectively market your business.

According to Allen Adamson, co-founder of Metaforce and adjunct professor at New York University's Stern School of Business, "The basic principles of how you market and build a brand haven't changed — despite what everyone says" in the past 10 or 15 years. In general, technology has increased the magnitude of what has always been true.

According to Adamson, even though fancy new marketing tools are introduced annually, word-of-mouth marketing is still important. Customers may have asked their friends decades ago where to find the best hamburger in town. Now, according to Adamson, people "ask all their friends" by doing a quick search on the internet and reading reviews of local burger joints.

Although the new technology magnifies every success and failure, the fundamental concepts of marketing have not changed. Previously, one unhappy customer might tell their friends not to eat there if a bad burger was served to them. Now, hundreds of potential customers can be turned off by a negative Yelp review.

Having an understanding of new technological tools can be extremely beneficial to your business; however, if you do not comprehend the ways in which the technology can assist you, it is of no use adding new tools to the mix. As the North America chairman of Landor Associates, Adamson advised Marriott and HBO and said that many businesses get too caught up in the latest and greatest marketing tools.

It's similar to watching eight-year-old soccer players: He stated, "It's just a ball, and nobody is on defense." The new shiny object is being pursued by everyone. If you don't know how to use it properly, no matter what technology you buy, it won't give you a competitive advantage in the market.

It's possible that not every trend discussed in this article requires you to act. Using more authentic content or incorporating a chatbot into your current marketing strategy could, on the other hand, propel your company to new heights of customer engagement and financial success.

How to choose which new marketing technology to use Your company's needs and the needs of its customers will determine which technology you use. If you don't understand the technology but are adopting it solely because other businesses are using it, it might be better for you not to.

Ryan Gould, vice president of strategy and marketing services at Elevation Marketing, stated, "While we’re moving toward a tech-dominated world, small and midsize businesses need to prioritize the technology trends that they can leverage for greater business growth." How do they achieve that? They must inquire about the following four things:

1.            Who are my customers?

2.            Where and what are the gaps in my business?

3.            Can this technology help me fill in the gaps in my business?

4.            Do I have the means to maintain this technology over time?”

Make use of Gould's questions as a check to ensure that you do not unnecessarily adopt a marketing trend that is not appropriate for your company.

Marketing is ultimately about people and how your business connects with them. Digital marketing is an ever-evolving field. Marketing, like people, is also constantly evolving. When designing and launching your digital marketing campaigns, take into account the most prevalent technological trends as well as human behaviors. You can be sure that your brand will gain traction with the people you want to reach if you create a campaign that makes use of the most recent tools and appeals to the current zeitgeist.


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