The year is starting to wind down now, and as the weather warms up (or cools down, depending on your part of the world), it becomes time to start looking at 2022 and the opportunities that it will present. One trend, in particular, that you need to be aware of is the ever-increasing role that digital will play in your business’ health. KPMG has found that 80 percent of revenue growth will come from digital offerings into the future, and to flip that around, it means that if you’re not focusing the entire business towards the digital, you’re only capturing around 20 percent of opportunities.
Being able to grab that larger slice of the pie will come down to your marketing strategy. Going into 2022 and beyond, your digital marketing strategy is the tool that will drive business success, and here are some of the key things that you should be aware of.
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1) You’ll need to invest in Chatbots
Chatbots are increasingly sophisticated. Research suggests that for the routine questions that you might set them, chatbots can give the customer the answer that they’re looking for in 80 percent of circumstances. That means that your people are answering 80 percent fewer queries, and can spend more time addressing the complex problems that the chatbots can’t answer. With chatbots increasingly available to enterprises of all sizes and scales, they will become a standardized and resource-saving approach to most “first touch” customer interactions in the digital realm.
2) Get used to Multi-Channel Marketing
Companies need to diversify how they reach their customers. Relying on a single platform will no longer capture nor maintain the customer’s interest. A true multi-channel marketing approach will involve SEO marketing, social media engagement, managing a blog and website, having a video presence on YouTube, and conducting various offline activities such as mailouts, cold-calling, and, once in-person conferences are possible again, both attending and hosting events. Multi-channel marketing ensures that you’re omnipresent in your customer’s lifestyle which, in the hyper-distracting modern world that we live in, is essential in making sure they don’t forget about you.
3) Take Advantage of 5G
Technology advancements will play a massive role in digital marketing over the next year. One of the biggest developments will be 5G. 5G offers low latency and massively increased speeds over what 4G can offer, and this will have a wide variety of impacts in terms of what people can do with mobile Internet. 5G unlocks the ability to provide immersive AR and VR experiences, for example, allowing people to directly interact with digital media as though it were present in the physical world. It allows marketers to become more interactive and dynamic, allowing people to stream massive amounts of data in real-time, with AI routines behind the data adjusting the behavior of the marketing collateral based on how the user is interacting with it. For example, a retailer might be able to offer the customer offers in real-time based on their location within the store and their previous purchasing habits, or an AI-powered application might allow a customer to “try on” clothes virtually without even having to step foot into a store.
4) Automation will be a Huge Time Saver
Marketing automation will be a massive time-saver in the digital marketing world. In simple terms, marketing automation is when you use software solutions and applications that will handle repetitive tasks without any further human involvement. Like the chatbots above, this, in turn, allows the human staff to refocus their energies towards higher-end and more strategic tasks. Marketing automation is going to be worth more than 25 billion dollars by 2023, and with good reason, since, for example, automation could create an automatic lead generation funnel to gather email addresses, send demos and email campaigns, and then invite the recipient to live interaction. It’s only at that point, where the prospect is likely to become a customer, that the human salespeople can seal the sale, saving them from many hours of potentially unproductive lead generation.
5) Voice Assistants will Become Huge
Finally, if you’re not yet exploring the potential of voice assistants like Google Assistant, Apple Siri, and Amazon Alexa, then you’re missing out on a wealth of opportunities. People increasingly rely on these voice-activated, no-touch solutions to make purchases and find information, and you need to make sure that your brand’s information is discoverable through these interactions. There are plenty of guides on how to list your business on these platforms. Just be aware that there’s some additional SEO – in a similar but different way to Google SEO – that you’ll need to make the most of the listing.
Innovation is Coming, Are You Ready?
Digital marketers have a lot to look forward to in 2022, with new technology innovation, automation, and ways of interacting with brands all presenting a new range of opportunities to engage with customers more deeply and broadly, while easing the workload on the marketers and empowering them to innovate. Using the last few months of 2021 to prepare for the year ahead could result in measurable competitive differentiation into the future.
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