Digital Marketing’s Surging Future for 2020 And Beyond
The ever-expanding reaches of the internet has helped digital marketing become the forerunner in our modern lives. From smart targeting to highly interactive, personalized content, digital marketing offers it all! And trust us on that, we know it well! So just how much will digital marketing innovate in the coming year? This is digital marketing’s surging future for 2020 and beyond!
Introduction Of New Social Platform
The market of social platforms has seen tremendous growth in India with no signs of slowing down. To put this into perspective, India currently has over 351 million social media users, the second-highest in the world and those numbers are projected to continue to grow consistently.
The launch of Jio contributed to the surge in the availability of internet services throughout India and as a result, the demand for social apps shot up. Although the majority of users have come from rural areas, apps have overcome this (more of this point later).
Apps such as Tik Tok, Sharechat, Bigo, Helo and many more have seen massive growth in this last year and are continued to grow in the coming years. The success of these apps are credited to the ease of access to entertainment they provide, ranging from short videos, live streams and viral content.
It’s a safe bet that the number of social platforms will continue to rise in tandem with the growing number of users. Rural India is, after all, an untapped market with huge potential.
Expansion Of Languages
Mentioned briefly in the previous point, rural users contribute to the major number of new social media users. India is home to around 22 major languages, with as many as 720 dialects spoken throughout the country.
So with that in mind, how do social platforms grab the attention of first-time internet users and get them to come back? They off the content of their platform in native languages.
9 out of 10 new internet users between 2016 and 2021 will use their local language
More and more platforms are slowly rolling out language support for the content of their platforms. Language-focused content and services are in higher demand due to the influx of newer users, and the bigger companies are taking action. Facebook alone is available 43 international languages, 13 of those are local Indian languages.
With how prominent content is, it’s important for platforms to be able to communicate the content their platform creates effectively. Powerful storytelling is currently leading the pack when it comes to content. Emotional storytelling tugs emotions and personal investments which is why users are so passionate about sharing such pieces. Translating stories such as these make a personized experience for users, which is one of the main points in retaining them.
As common consumers, we’re always looking for the easiest solution to our daily lives. Convenience has become a big factor when valuing products. This is to the point where the easier to use product will most likely be chosen over an equal or better product. This is also the case even with products which are slightly harder to use. This has created a subconscious consumer need for products providing the most utility with the least effort.
In comes voice assistants and the landscape is changed forever. With the advent of voice assistants such Siri, Google Assistant and Alexa. Although the first commercially available voice assistant went public in 2011 with the launch of the iPhone 4s, great advancements have been made.
Investments and efforts have been made to make voice assistants more widely available. Apart from phones, smart speakers, headphones and watches have had smart assistants integration.
Voice assistants makes purchases, using apps and provides overall convenience when compared to a few taps on your phone. Shopping is key here when you realize how eCommerce is. There is a whole other conversation about the psychology behind easier methods of purchases, but to put it simply: An easy vehicle to purchase = more purchases.
Future Of The Influencer Market
You may have heard of the news about Instagram slowly rolling out an update which hides the number of likes a post has. It’s instead replaced with a vague phrase such as “thousands of people have liked this”, giving us a not to rough estimate.
Now that public engagement stats are out the window, is this the end of the influencer market? Absolutely not and whoever is spreading this news is looking for clicks on their websites. Yes, things will seem rocky as first, but it’ll take more to kill an industry as large as the influencer industry.
The two major factors which lead to the rise of the industry are entertainment and trust. Unless consumers dramatically change what we find appealing, the industry is here to stay.
As for the future, the influencer industry is booming and is on track to be worth $15 billion by 2022! With number such as that, the influencer market will continue to see consistent growth over the coming years.
The predicted trends only give more validation to its growth. The limelight is shining on micro and nano influencers due to their more personalized connection to their audience. Impactful storytelling, newer methods of interactions platforms begin to roll out and video content act as catalysts for the influencer market to explode in value over the coming years.
Most brands know this, as they begin to make moves to collaborate more frequently with local influencers rather than big-shot celebrities.
AR Taking Over
If you’ve been on social media apps you might have used or seen a camera filter. You know, those filters which alter your appearance or change you into a cute animal. Apps like Instagram, Snapchat and even Facebook must come to mind when these points are brought up. Those features are AR.
Although it may feel VR is still relatively new due to how it hasn’t been perfected. AR has a similar feel, as you may have only heard of it recently. The fact is, AR isn’t in the infant stages as you may think, but has been smartly integrated into the apps which we use on a daily basis.
Games are beginning to centre around AR to create a more interactive experience. Pokemon Go was one of the first major AR games, which paved the way for other games to follow suit. Now, Apple has an entire section under their gaming category dedicated to AR games.
This is just the surface explanation of how AR is taking over. Brands are looking for new ways to create more interaction between them and the consumer. AR has caught their attention and they’ve begun making moves.
Instagram has created an open-source to make your filter for their camera on the app and currently, a filter has gone viral which is in the form of a predictor. If you’re looking for a more in-depth explanation, you can find it here.
The future of digital marketing is brighter than ever and will continue to expand its reaches. Whether you think its a good or bad thing, embracing the industry can give you an edge over others. So which of these points did you find most interesting? Sharing your thoughts are always welcomed!