Emerging trends in DM

• Current digital marketing landscape:

  • Channels
  • Strategies
  • Analytics and data
  • User experience
• Some challenges faced by marketers include:

  • Algorithm changes
  • Market saturation and competition
  • Privacy concerns
  • Rapid technological advancements
  • Understanding and adapting to consumer behavior
  • Measuring ROI accurately
• Artificial Intelligence and machine learning have become an important part of digital marketing. It allows brands to automate processes, enhance user experience and analyze data.
• Examples of AI and ML include:

  • Chatbots (FCIB)
  • Predictive analytics (finish this sentance)
  • Personalization (Amazon, Spotify)
  • Voice search (Google)
• Voice Search Optimization involves optimizing digital content for voice activated systems such as Siri or Alexa. It involves machine learning as it has to learn the voice of the customer.
• Video Marketing involves using videos as a strategic tool in digital marketing campaigns. With the rise of platforms like YouTube and TikTok, video content has become a means of conveying messages, telling stories, and engaging audiences.
• Augmented Reality (AR) and Virtual Reality (VR) technologies enhance user experiences by overlaying digital elements onto the real world (AR) or creating entirely immersive virtual environments (VR). In digital marketing, these technologies are used to engage customers in novel and interactive ways.
• Examples of AR include:

  • RayBan and Meta smart glasses that overlay digital elements into the real world
  • Apple Vision Pro
• Examples of VR include:

  • Gaming headsets such as metaquest or playstation.
  • Apple Vision Pro
• Influencer marketing is also seen as an emerging trend as it is a growing industry with increasing reach to younger generations.