Written by Digital Media Zone

Digital Marketing Trends That Shape the Future: What You Need to Know

Instead of presenting the same trends year after year, let's delve into what's truly happening in the digital world. In this article, we'll share our vision of the digital future and the trends that will have a lasting impact on marketing strategies.

First and foremost, it's essential to understand the distinction between a trend and a fad. While fads come and go quickly, trends endure over time.

In the digital space, numerous things occur, such as the rise and fall of Clubhouse, which are mere fads. In this article, our focus is on the trends that are here to stay and will shape the way we market our products in the long term.

Are you prepared to discover what the future holds? Let’s dive in!

Trend #1: Privacy-driven marketing

The days when people believed the internet was entirely free are long gone. Increasingly, consumers are realizing that the so-called “free” services they enjoy often come at the expense of their privacy. Recent privacy scandals, including Facebook’s Cambridge Analytica scandal in 2018 and WhatsApp’s controversy over sharing metadata, have further reinforced these concerns.

According to statistics from Semrush, searches related to data privacy have witnessed an almost 50% increase in the past two years. People are growing more interested in data encryption as well. Since Apple changed its privacy policy, approximately 80% of users opt-out of app tracking, while a small number have chosen to opt-in.

Apple’s policy shift had a significant impact on the market. Snapchat’s stock value dropped by 30%, and even Facebook resorted to print ads to express its disagreement with the change. Going a step further, Google introduced the FLoC initiative to replace tracking through cookies.

So, what does this mean for marketers like us?

1 – Instead of heavily relying on third-party data, we should prioritize collecting first-party data through customer surveys, social media polls, and in-person interviews.

2 – With targeting becoming more challenging, we should adjust our budget for Customer Acquisition Costs and closely monitor conversion rates.

3 – Organic strategies, such as classical SEO techniques, will gain greater importance. They remain unaffected by third-party cookies or external factors.

To ensure organic growth, we can conduct technical SEO audits, optimize for relevant keywords, and enhance Core Web Vitals.

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Trend #2: Changing social media landscape

Ground breaking changes are unfolding in the world of social media, centering around three platforms: TikTok, the Goldfish myth, and Twitch.

TikTok: The new big player in town

For the first time in years, Facebook, YouTube, and Instagram face stiff competition from a newcomer named TikTok. According to Statista’s forecasts, TikTok is expected to surpass 1.5 billion users by 2022, positioning itself as the third most popular social media platform.

To target the age group of 10 to 49-year-olds, it’s high time businesses prepare to embrace TikTok. Some companies have even begun hiring Chief TikTok Officers. For instance, Nerf has already recognized and harnessed the potential of TikTok.

The Goldfish myth: Users’ attention span is not as short as you think

TikTok is renowned for its short-form videos, typically lasting 15 to 16 seconds. This has led to the misconception that people have shorter attention spans, akin to goldfish. However, the BBC has debunked this myth. Long-form content can still be highly effective as long as it manages to capture people’s attention early on.

Twitch: The rise of gaming and live streaming

The gaming industry is experiencing a boom, with 500 million new competitors entering the market in the past three years and a total value of $280 billion. Benefitting from this trend, Twitch, a live streaming platform, has emerged as one of the major players. It now boasts over 1 billion monthly visitors, rivaling the largest social media networks.

So, what do these trends signify for marketers like us?

TikTok, Reels, and Twitch are here to stay, making it crucial to establish a strong presence on these platforms.

Leveraging influencer marketing, sponsored content, and native advertising can help your brand stand out amidst fierce competition.

While long-form content retains its value, it’s vital to understand selective attention and find ways to capture users’ focus.

Thanks to platforms like Twitch, live streaming will continue to soar in popularity. Consider exploring this video format to stay one step ahead.

Trend #3: Be Human, Really

In the realm of marketing, it’s no longer solely about businesses conversing with other businesses or consumers. It’s about forging genuine connections among humans.

Your brand should embody something meaningful and possess values that resonate with people. While your products and services hold significance, what your brand represents carries even greater weight.

For instance, companies like Microsoft and Airbnb have recognized the power of human connection. They prioritize engaging with customers in a more personal manner. This shift has become even more profound during the pandemic, which has emphasized the importance of being human and empathetic.

As marketers, this necessitates rethinking how we communicate. We should adopt a friendly and casual tone, infuse humor, and strive for relatability. Instead of aggressively attempting to persuade people, we should subtly hint at our brand’s superiority.

Trend #4: Conscious Marketing

Conscious marketing revolves around being aware of crucial issues and making a positive impact. It encompasses various sub-trends, including eco marketing, transparency, and diversity, equity, and inclusion.

Eco marketing entails promoting sustainable products and raising awareness about the environment. Transparency entails honesty and refraining from employing deceptive marketing tactics. Diversity, equity, and inclusion involve treating everyone fairly, irrespective of their background.

As marketers, we must be conscious of our customers’ needs. We should ensure their online experience is pleasant by avoiding annoying pop-ups and designing websites that function well on different devices. We should also consider the accessibility of our websites for people with disabilities. Additionally, we can adopt eco-friendly practices within our companies and support social projects.

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Trend #5: Join the Metaverse

Have you heard of the metaverse? It’s a virtual world where people can interact and engage in various activities. It has already become a significant part of our lives and is predicted to make a substantial contribution to the global economy.

Brands and even governments are beginning to explore the metaverse for their marketing endeavors. Some companies have promoted their products within video games, while others have created virtual versions of their stores. In the future, we may even witness 3D renditions of websites!

As marketers, it’s time to consider how we can incorporate the metaverse into our strategies. We can develop virtual games, create branded virtual collectibles, and even facilitate product sales through augmented reality or virtual reality apps.

Are You Prepared for the Digital Future?

Now that you are acquainted with these exciting trends, it is time to reflect on your marketing strategy. Ask yourself the following questions:

1 – Are you prepared for the increasing emphasis on privacy in marketing?

2 – Have you explored new social media platforms and mediums?

3 – Is your brand focused on being more human and relatable?

4 – Are you practicing conscious marketing and actively showcasing your efforts?

5 – Have you begun contemplating the integration of the metaverse into your marketing plans?

By addressing these questions and adapting your marketing approach, you’ll be better equipped to navigate the ever-changing digital landscape and shape a successful future for your brand.

Remember, the digital world never stops evolving, and as marketers, we must keep up with the latest trends to stay ahead of the competition. Embrace change, be adaptable, and never stop exploring the exciting possibilities that lie ahead.

Wishing you success in your digital marketing journey!

Why is building a human connection important in digital marketing?

Building a human connection in digital marketing is crucial because it establishes trust, authenticity, and emotional resonance with the audience. By forging human connections, brands can cultivate meaningful relationships and foster customer loyalty.

How can brands revise their communication strategies to be more human-centric?

Brands can make their communication strategies more human-centric by adopting a casual and friendly tone, incorporating humor, and creating relatable content. Instead of employing aggressive language, brands should strive to engage customers subtly while emphasizing their superiority and relevance.

What is conscious marketing, and why is it significant in today’s landscape?

Conscious marketing encompasses sub-trends like eco marketing, transparency, and diversity, equity, and inclusion. It emphasizes promoting sustainable products, eschewing deceptive marketing tactics, and adopting a socially responsible approach. Conscious marketing is significant today as consumers are increasingly conscious of environmental and social issues and expect brands to align with their values.

How can brands demonstrate their commitment to sustainability and social responsibility?

Brands can showcase their commitment to sustainability and social responsibility by implementing eco-friendly practices, promoting recycling and waste reduction, and supporting social initiatives. They can also develop sustainable products and transparently communicate their efforts to customers, earning their trust and loyalty.

What is the metaverse, and why should brands consider entering it?

The metaverse refers to a virtual reality space where users can interact with computer-generated environments and other users. Brands should consider entering the metaverse because it offers an opportunity to engage with consumers in new and immersive ways. By establishing a presence in virtual worlds, brands can reach a tech-savvy audience, explore innovative marketing approaches, and create unique brand experiences.

How can brands incorporate virtual experiences and collectibles into their marketing strategies?

Brands can incorporate virtual experiences and collectibles into their marketing strategies by developing virtual games, creating branded non-fungible tokens (NFTs), and exploring augmented reality (AR) and virtual reality (VR) applications. They can offer exclusive virtual items, collaborate with virtual influencers, and even facilitate direct sales through AR/VR platforms. This allows brands to tap into the growing trend of digital experiences and engage with their audience in novel and exciting ways.