Digital marketing is growing rapidly. Each year, new, more effective ways to achieve business goals appear. What’s next for marketers in 2021? Let’s take a closer look at the technologies that will be widely used next year.
The use of virtual and augmented reality technologies is one of the main trends in recent years. It is logical to expect their further development. If in 2019 AR fitting rooms just started to appear as startups, then in the next decade all major online stores will acquire them. How does it work? Through a special application with access to the camera, you can see how shoes, clothes or cosmetics will look.
Adaptation for smartphones
Traffic from personal computers and laptops is decreasing every year. They are being replaced by smartphones, which are actively used by the majority of the population. This must be taken into account when planning an advertising campaign.
What should you pay attention to on smartphones? The phone screen provides less space and a vertical display. Often viewing takes place in public places with muted sound – you need to add subtitles for the video. Smartphone users prefer not to scroll the screen, but to view stories. They have become an integral part in the promotion of any brand. YouTube influencers are already working in that direction. As TikTok changed the way of video creation (popularity of vertical video), YouTube is working on it too. As you buy YouTube subscribers and gain more popularity, think about the specific content creation style for the smartphone users.
In recent years, there has been a drop in the effectiveness of mass mailings. Trying to offer your products or services to as many people as possible is not the best solution. There is an increase in financial costs with a simultaneous decrease in returns. The first place in marketing is the offer of demanded services. Companies such as Google and Yahoo have achieved the greatest success here. Their contextual advertising adapts to the interests of a particular person.
Personalization can be based on the following parameters:
- actions performed by the user on your site;
- demographic indicators;
- income level;
Working with the algorithms
Automated algorithms from Bing and Google have learned to recognize user interests by online behavior. And the further they go, the more personal information they find. What products are you interested in? What sites do they spend their time on? How much money are you willing to spend? Easy. Family status? Favorite movie genre? Easily.
On the one hand, advertising is increasingly invading the user’s privacy. On the other hand, success in contextual advertising is associated with personalization, with the ability to show a product with a face to a user who is ready to buy, ideally, to anticipate his interest. And if you do not use data from Bing and Google, you will inevitably be left behind your competitors.
High technology assistance
Few people think that a modern smartphone is able to provide detailed information about its user. It’s not just about search queries, because this is already the “last century”. The technology for analyzing emotions is now being developed.
A special program through the front camera evaluates the user’s reaction to the material provided to him. The system will give a person something that will cause positive emotions. In turn, a happy person is more inclined to buy.
Here it should be said about neural networks. They are capable of processing huge amounts of data and considering the preferences of millions of people individually. For marketers, this means more effective ad campaigns.