Then things went into a frenzy with WordPress being released 2003, as well as MySpace. The next year, Facebook went live. Bye-bye Tom! In 2005, YouTube became a reality, followed by Twitter in 2006. Amazon casually made $10 billion in e-com sales that year. Most of the major players we know nowadays were launched between 2008 to 2010: Instagram, Tumblr, Spotify, Whatsapp, Pinterest, even Groupon. Digital Marketers started hustling to develop new strategies in response to how consumers started interacting and communicating. Back then the SEO techniques were primitive (eg: keyword stuffing and fake backlinks) compared to the more scientific SEO methods used nowadays. Therefore, it is crucial for marketers to understand digital marketing’s current state.
In 2017, the total digital ad spend on campaigns surpassed $77.37 billion, accounting for 38.4% of the nation’s total ad spending. APIs, Chatbots, and virtual assistants became more popular among digital marketers.
Some infamous examples included Siri, Cortana, Alexa, and ManyChat for Messenger. Automation is steadily being engrained into our culture. For example, the autoplay feature when scrolling down on Facebook videos and the virtual dash buttons within Amazon have once again changed the way we live. Also, video searches have increased on major engines as well. As a result, videos have become the most crucial part of digital marketing campaigns since late 2016 and early 2017.
Another underlying issue that needs to be addressed and tackled by digital marketers is the increasing urge for consumer interaction. In other words, consumers desire interaction with brands, and with the surge of social media sites, this desire has been made attainable. When designing a campaign interaction must be at the forefront for digital marketers. Engagement is a direct correlation of a succeeding campaign. With new social media apps popping up every day, digital marketers need to quickly adapt. Also, voice searches have skyrocketed in 2017, which means companies and marketers have a new medium to communicate with consumers.
However, the sea of digital marketing is never calm. Since the second half of 2017, Artificial Intelligence, or machine learning, has become a force to reckon with in the online world. Algorithms are updated to provide more accurate, personalized results through the learning of user behaviors. So what this means is that a machine might know the consumer better than an experienced marketer. Facebook and Google, the leading tech giants, accounted for 70% of the digital market. They have acquired technologies that allow marketers to personalize campaigns and ads in response to the latest technology developments. Eventually, marketers should ask the question: Is AI coming after me?
Artificial Intelligence that can understand consumer preference could definitely be challenging to digital marketers, especially when they are the ones running the search engine algorithm. Machine learning has the greater potential to customize on the user’s end, yet also making it more difficult for digital marketers to create an effective campaign.
Also, voice search will continue to grow. Therefore, SEO strategies need to adapt to the fact that actual users speak differently from SEO targeted keywords and phrases. In other words, real people don’t speak in keywords. They use natural languages when doing voice search as if they were speaking to a real person. Digital marketers need to respond to this user habit in order to ensure their SEO campaigns receive a higher rating and priority in the search engine results.