Marketing has undergone a revolution due to digitalization. The Internet has become a valuable resource for market, competitors, and consumer data, playing a crucial role in product discovery and sales enablement. Internet-based ad tech tools are common and widely utilized to enhance sales and marketing initiatives, as well as other strategic operations. Web-based techniques and technology are becoming obsolete as better and more effective approaches to market segmentation and customer targeting emerge.
The world of small business now includes a significant amount of marketing, and technological advancements influence the approaches that will best connect with your target market. The important trends to watch in 2022 are producing more original content, offering virtual reality and data analytics, maximizing social media marketing, etc. You’ll need to carefully examine which trends will benefit you the most and which ones you should avoid based on your industry and line of work. Hence, marketers should explore these emerging technology trends.
While many marketing principles are constant over time, organizations’ tools for success in marketing have changed significantly. Advertising in newspapers used to be commonplace, but now artificial intelligence and digital advertising have now become essential components of commercial marketing strategies. Marketers must monitor an increasing number of technical changes each year. Those that keep up with trends might potentially reach new marketing success heights.
Here are 4 trends that marketers should seize in 2022-
AI driven campaigns
New campaign types such as Google’s Performance max and UAC campaigns have introduced a range of automated tools along with machine learning feature which have reduced the manual tasks of marketers significantly. According to Google Ads, Performance Max combines Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more. It allows you to maximize your campaigns and reach the correct audience with the help of AI especially when your brand is new, since you might not have knowledge of the kind of customers that might be interested in the beginning. Such development in AI seems to be the future of digital marketing.
Virtual reality technology developments will present new opportunities for marketers. Wearable technology like Google Glass or Virtual reality platform headsets, mobile phones, and computers may all be able to access virtual shopping locations or shopfronts. Marketers will be able to create a virtual store where their goods will be displayed in three dimensions, and customers will be more encouraged to make purchases. A good illustration of this is the online websites. As a result, customers will have the impression of being at the physical store through a computer screen. Lenskart has tried to incorporate such a technology where customers can try out different frames from the convenience of their homes.
Imagine being able to browse or shop in a grocery store or bookshop from the comfort of your home or place of business while experiencing the same sense of presence. This illusive technology will transform how companies continuously innovate and represent a marketing breakthrough, ultimately having a substantial impact on sales.
Micro-targeting and Finer Hyper Segmentation
One of the effective marketing strategies to target the audience is hyper-segmentation, which offers a host of new opportunities. Marketers targeting their niche clients more precisely will have access to a lot of data from search engines and social networking platforms. A specific group of clients in a given segment, within a specified demographic, and inclined to a particular behavioral activity will make up the niche. Using smart signals, emerging software will automatically identify influencers and forecast people’s future behaviors and opinions. Additionally, it will identify potential clients for a business’s product or service or those who are more likely to purchase a product and provide a favorable review, rating, or feedback.
The feature of this program will include identifying marketing targets across several dimensions and creating a bespoke segmentation model to match a product’s marketing issues. This data will support micro-targeting and hyper-segmentation, which can significantly impact increasing sales.
Marketing automation technologies will provide marketers with a phenomenal intelligence layer to filter through Big Data and derive insights. Additionally, developing predictive analysis technologies will assist digital marketers in accomplishing what every salesperson aspires to do, but on a much greater marketing scale. Softwares such as Zoho, Appsflyer help marketers to hit the APIs of various different platforms and fetch real-time data pertaining to the metrics available on the panels. Marketing will not just focus on developing campaigns and monitoring prospects’ behavioral activities. Future marketing platforms will provide suggestions at all significant client touchpoints. However, employing the automated tools of the future may provide some difficulties for marketers. The first is integration, where marketers must contend with the plethora of technology that adapts to their constantly shifting marketplace. The second will be prioritizing problems, which include identifying the most effective entry points to advance a firm.
The marketing sector is ever changing which makes it one of the most vulnerable industries. Business owners who miss out on the latest marketing trends fall behind and cannot establish a competitive edge, produce more leads, and draw in new clients.
New trends in marketing technology impact how managers plan, carry out and monitor campaigns. Utilizing new tools and benefits enables you to define your target market more accurately, find a means to connect with a potential consumer, and distribute advertising dollars more effectively.
About the author:
Amitek Sinha is Co-founder and COO at ET Medialabs