Psychology is one of the most exciting and intriguing disciplines for those interested in the human mind and behaviour. Psychologists study the emotional, cognitive, behavioural and social processes by observing how people relate to one another and their environments.
Artificial intelligence (AI) is a transformative technological or innovation with immense potential. While it was once a relatively quiet presence in the IT sector, its significance has skyrocketed strategies over the past few decades, becoming an integral part of our day-to-day work. Smart devices have become increasingly prevalent, and we rely heavily on technology to manage various aspects of our lives. Projections indicate that by 2030, the artificial intelligence market could reach a staggering valuation of 1.5 trillion USD or even more.
This data underscores the profound impact of artificial intelligence on the global market. However, its exact position within the IT sector is pivotal, shaping the trajectory of technological advancements and influencing numerous industries.
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Many emerging trends in marketing influence the functioning of this industry. Let’s look at some of the recent trends in marketing with examples:
1. AI chatbots are revolutionising
Businesses are harnessing AI advancements, from social messaging chatbots to live bots, to elevate customer engagement.
The accessibility of chatbots and advanced conversational AI is growing for small businesses, enabling them to provide round-the-clock customer support even amid busy schedules.
The emergence of ChatGPT highlights the arrival of AI-driven marketing, indicating a transformative shift in how businesses interact with customers.
AI-powered chatbots can be used for customer Help/support, significantly expanding contact strategies with a controlled message," said Joey Penick, former vice president of marketing at Lumen Technologies. "These chatbots are so realistic that many customers can't tell the difference. Additionally, they gather, analyze, and provide actionable data to enhance the customer experience.
2. Data analysis is essential to enhance market research
Data analysis is essential to enhance market research for a particular product and reach the target audience. Marketing professionals must be well-versed in data analytics to improve their management skills.
According to Curtis Tingle, former senior vice president of products at intelligent media delivery company Valassis, most brands prioritize Data Analytics, but marketers still have significant progress to make.
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"Marketers must learn how to better use the data they collect," he said. "Customers continuously provide personal information to the companies they engage with, such as purchase behaviors, favorite products, and the best ways to reach them through advertising and marketing efforts. With this data sharing, customers expect a return, whether through more personalized advertisements or targeted coupons and deals."
Tingle’s observation underscores a critical point: marketers need to do more than just collect data. The data must be meaningful, and businesses need to leverage it to enhance their marketing campaigns.
Current trends focus on predictive data; smarter, scalable, and more flexible datasets; edge computing for faster analysis; and hybrid computing that combines off-premise and on-premise cloud solutions. Additionally, the use of Machine Learning-driven solutions is increasing, including augmented analytics, engineered decision analytics, and data visualization for improved decision-making, business management, and insights and automation.
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3. Human-generated content,
Human-generated content, which includes images, videos, and testimonials, is becoming an essential marketing strategy. It enables brands to build a personal connection with their audience.
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4. Voice search will continue to be a crucial focus
Voice search will continue to be a crucial focus. With the growing popularity of mobile Phones and voice services for example Microsoft Cortana and Google Voice Assistant, voice search presents a New unique opportunity for your small business to stand out from your competitors. As more people use voice search to find websites and content, your online presence becomes increasingly important.
“A few years ago, we had to adaption to the growing use of mobile,” said Chris Hornak, owner of Blog Hands. “Now, according to Google, over 50 %of searches are mobile. Marketers will need to start adapting to voice searches, which currently make up 20 %t of mobile users & searches and are expected to grow similarly to mobile.”
5. AI, AR, & VR are ways to elevate the consumer experience
(AI) Artificial intelligence, virtual reality(VR), and augmented reality(AR) are quickly becoming to technologies for brands peering for ways to elevate the consumer experience.
With the use of digital overlays, augmented reality (AR) transforms physical User experiences into immersive, interactive User experiences. Companies use augmented reality (AR) to more customer engagement and product visualization through interactive advertisements, dynamic product demos, and virtual try-ons.
Virtual Reality (VR) provides engaging experiences by submerging users in virtual 3-dimensional landscapes. Virtual reality (VR) is used by marketers to create immersive campaigns or virtual tours, and product launches that allow customers to interact with offers in an engaging virtual environment.
Artificial Intelligence (AI) uses data analysis of consumer behavior to enable specific marketing. Marketers use AI to create predictive insights for targeted ads, and automate customer interactions with chatbots.
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6. Short videos are more effective in engaging
Short videos are more effective and more useful in engaging the more audience than written content. Viewers can learn about a product or service within a few seconds with the help of video tutorials.
While long-form educational content remains effective for blogging or podcasting, short-form video content Like YouTube Shorts, becoming increasingly popular. With the rise of TikTok and Instagram Reels, users are more engaged with brief, entertaining, or informative videos. Brands can leverage this trend to communicate with their audience quickly and effectively as well as efficiently in a crowded video landscape.
As users' attention is divided and attention spans shorten, clever short-form videos can deliver a brand's message in just a few seconds. To reach a broad audience, use long-form content for those who want in-depth information, and create short-form video content for those casually scrolling to pass the time.
7. Fresh Long Form Content always King
In content marketing, the trend is shifting toward long-form, All the educational content is designed to assist users rather than directly sell to them. This trend is reinforced by updates like Google’s Helpful Content Update, which launched late last year. The most effective content will be the kind that thoroughly addresses people’s questions and helps them to make informed & right decisions.
All the Discussing topics that interest your customers is an excellent strategy for building brand awareness and customer loyalty. By providing more efficient or valuable information and showing that you care about your customers more than just making a sale, you can build easily more trust in your customers. Whether your content is a social media post, a blog, or an email blast, ensure you balance highlighting your products with offering practical, actionable advice.
8. Brands can now choose to market themselves
Brands can now choose to market themselves through various online streaming platforms like Netflix and Amazon Prime, which have grown in popularity compared to conventional television.
More and more brands are using hologram projection technology as an effective way to communicate with consumers and promote and present products/services for a lasting impression.
Social media platforms are already essential channels for digital marketers, with over 4.26 billion users worldwide. This number is projected to surpass 6 billion by 2027, solidifying social media's significant role in all Digital Marketing strategies.
A significant trend in marketing is the use of push notifications. These are sent to potential customers frequently to increase brand visibility and awareness.
9. DeFi technologies are far from obsolete.
E-commerce trends are increasing day by day Web3, where businesses leverage DeFi innovations to elevate their profiles. "DeFi" usually stands for decentralized finance and encompasses blockchain, cryptocurrency, and non-fungible tokens (NFTs). Despite recent setbacks, these technologies are here to stay. As more use cases emerge within the DeFi space, expect gradual adoption of these tools.
Many Technologies like the shared P2P ledger offers faster, cheaper, more secure, and transparent business operations. Blockchain provides smart contracts that verify, guarantee, and enforce transactions. NFTs extend beyond art to applications in supply chain tracking and management. Anticipate these technologies being integrated by businesses aiming to overcome recent supply chain challenges.
10. Diversity, equity, and inclusion are now crucial.
In the past recent years, companies have majorly focused on diversity, equity, and inclusion (DE&I). The policies in relation to their internal workforce and recruiting practices. However, DE&I is becoming increasingly more important in digital marketing as well. Consumers want to see marketing campaigns and advertisements that reflect the diversity of the world around them, so it's essential to incorporate DE&I into the images and messages you create for your marketing campaigns.
Brands that feature diverse people in their marketing tend to experience better sales across all demographics. For instance, an Adobe study found that 61 percent of consumers consider diversity in marketing and advertising important, and 38 percent are more likely to support brands that run diverse marketing campaigns over those that do not. Gen Z, in particular, emphasizes racial and gender diversity in marketing and expects brands to engage in social equity conversations, indicating that these trends will have lasting significance.
How Can You Be Future-Ready?
The demand for marketing professionals is high globally. You must equip yourself with industry-relevant skills to excel in this field. Skill sets include solving complex problems, effective communication, data analytics, leadership, and the ability to create impactful content to increase brand recognition. Staying up-to-date with the latest industry trends and marketing tools is crucial to be on top of the marketing game.
How to Choose a New Marketing Strategy to Implement
Choosing and finding the right & useful marketing technology for your business model requires and aligning technology with your needs and your customers' preferences. It's Important not to adopt an all-new trend solely because others are doing so, especially if you don't fully understand or implement the technology.
Ryan Gould, VP of Strategy and Marketing Services at Elevation Marketing, suggests asking four key questions:
1. Who is my audience?
2. What are my business gaps and where are they?
3. Will this technology address my business gaps effectively?
4. Do I have the resources to sustain this technology long-term?
By considering these questions, you can fully ensure that you're not blindly following trends that may not be helpful and do not benefit your business.
Remember, marketing is a dynamic field shaped by both sides of technology trends and human behaviors. Crafting campaigns that leverage the latest tools while resonating with current trends ensures your brand connects effectively with your target audience.
Also Read:- How Will Artificial Intelligence Transform Your Business?
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You can pursue a course in marketing management to hone your marketing skills. You can choose from online and offline courses depending on your preferences. Amity University offers general business administration courses and an MBA with a specialisation in Digital Marketing Management. Visit Amity Online to learn more about the course structure.
