In 2018, the United States spent about $ 203 billion on digital marketing. They are followed by China with a figure of 195 billion and Japan - 183 billion. By 2020, the trends will remain the same. But the eastern sector is rapidly gaining momentum. So, India and Indonesia have risen in the rankings by several lines in recent years.
Expectations from AI's influence on digital marketing
Today, all digital marketing
is focused on mobile phones and applications, as well as the Internet. In the future, this trend will continue, but a huge emphasis will be placed on using artificial intelligence. This involves analyzing requests, core interests and even an emotional relationship to a particular product..
Digital marketing is one of the fastest-growing segments of today's market. It has the greatest consumer focus. This is what contributes to high dynamism and new trends.
Implementation of AI in marketing
As it was said, great emphasis will be placed on the use of artificial intelligence, therefore, first of all, we will consider where and how to implement this idea.
Voice input exists not the first year, however, users in 90% of cases complained of poor quality. Very often, the smartphone or the search engine itself could not clearly process the sound, because incomprehensible requests appeared.
Today, web development has reached another level. Most of the services successfully process requests with speech defects or even unclear words of a child. Voice input is more practical and more convenient because it is gaining increasing relevance. Experts believe that in 2020 at least half of the requests will be made by voice search.
Text and voice requests are significantly different. For example, the user will write "the best sushi of New York", but he will say: "Where to eat delicious sushi?". It seems that there is not much difference. However, this greatly affects the SEO of all sites
. Accordingly, online services will implement voice query analysis and redo their content for them.
Note the difference in the queries above. In the text version, the city is indicated, but not in the voice version. Today, GPS is almost always active on phones. It's no secret that Google knows this information and even links users' photos to the site.
All companies (including online stores) will be added to the map. Thus, with the usual request, there will be a wide choice in front of the user. Today, many firms are still not linked to the map, which is why they are less popular.
Analysis of emotions
Sony and Google robots are already writing music. So far, they can not fully cope without the help of people, but 10 years ago no one could imagine such a thing. The AI still has no emotions, and it is not known whether it will ever happen. But you can read the emotional state. Especially easy to do this through text.
When expressing our opinions in comments or tweets, we often use at least one keyword. And when reviewing a service or product, there will definitely be something like “terrible” or “excellent”.
The next trend is sentiment analysis
. The process assumes that the AI studies all the subtleties of human communication and analyzes whether an online post is positive, negative or neutral.
Many tools can correctly recognize both direct assertion and satire or irony, marking them accordingly. This will help control the company's reputation, attitude to its services and attract more users.
are breaking their heads in order to make the service as simple as possible for users. Nevertheless, we constantly have new questions. A person is physically unable to answer all requests around the clock. Another thing is the bots. They are easy to program and personalize, so they can be used for various purposes:
- quick answers;
- resolving complaints;
- offer additional content;
- assistance in registering or requesting.
About 70% of sites today already have chat bots, but they are not very high quality. Some respond slowly, others give random information that does not correspond to the question. Improving chat bots will increase conversion and make it easier to work with most services
Although the trends of digital marketing change quite often, many trends
still occupy the first lines. This is not surprising, since most of the following things will be relevant for many years.
Focus on video
A beautiful picture a priori attracts attention faster than text. And if this is a high-quality 2-minute video, then there is a desire to watch it. According to these statistics
- about 70% of users share their favorite brand's new video;
- 83% of corporations claim that video content has increased their conversion;
- 96% of buyers are sure that the video helps them to understand the product in more detail;
- 65% of users visit the site, and 39% call the seller after viewing;
- 87% of companies use video as a marketing tool.
All this does not mean that images and text lose relevance. Nevertheless, video is the brightest and most effective tool to convey information to the audience
. Among the younger generation, online video has completely displaced watching TV.