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5 Trends Shaping the Future of Digital Marketing

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By Ashlee Sierra

Here’s a little-known secret about the Brafton content marketing and strategy teams: We can see the future. That’s because our company car is a customized Delorean and we have regular training sessions on navigating the space-time continuum.

Obviously, that’s not entirely true. It’s actually a Camaro because we couldn’t find a Delorean.

Regardless of how we get there, what matters is that we’re here to help you see into the future of digital marketing. Come with us on a journey to tomorrow, where we’ll explore evolving digital channels, new applications of automation and a customer journey defined by your ever-changing target audience. Just remember not to run into your future self along the way!

The Current State of Digital Marketing

Before we jump into our time-traveling Camaro, we need to have a clear view of the present. That way, we can be sure we return to the proper timeline.

The same is true for digital marketing: You always need to know what’s happening in the industry before you can make any predictions.

With that rule in mind, let’s take a look at the current state of digital marketing campaigns and their target audiences:

Social Media Habits

Social media platforms are effective distribution channels for your brand story — mostly because there are 4.65 billion social media users worldwide. That’s almost 59% of the global population.

But platforms go in and out of style depending on all kinds of factors, from local trends to mobile device software updates. According to an Semrush ranking of all websites, the most popular site overall in February 2022 was YouTube. Here’s how it and other social media platforms stacked up when compared to websites of every kind:

  • YouTube was #1, with 50 billion total visits.
  • Google was #2, with over 39 billion total visits.
  • Facebook was #3, with 9.34 billion total visits.
  • Twitter was #6, with 5.62 billion total visits.
  • Instagram was #9, with 3.19 billion total visits.
  • Pinterest was #18 with 1.43 billion total visits.

Utilization of Artificial Intelligence

Artificial intelligence (AI) may still sound like something out of a science fiction movie, but it’s a huge part of today’s digital marketing landscape. Check out these AI statistics that prove it:

  • 40% of marketing and sales teams prioritize AI for success — more than any other department.
  • 34% of marketing leaders say AI is the biggest game-changer in the industry.
  • 71% of marketers say AI could help personalize the customer journey.
  • Chatbots were responsible for 85% of customer interactions in 2020.
  • Experts predict AI will lead to a 26% increase in the global gross domestic product by 2030 — an estimated $15.7 trillion.

The use of AI in digital marketing is already pretty impressive. Companies like Magnolia Market, the retail destination operated by Chip and Joanna Gaines, use augmented reality to let customers virtually place products in their homes. It’s like a test drive for home décor. Meanwhile, Unilever used AI to uncover the connection between ice cream and breakfast, leading it to develop a line of cereal flavours for Ben & Jerry’s.

Personalization Preferences

Another reality in modern-day digital marketing is the preference for personalization. Citizens of the online world are tired of cookie-cutter experiences, and now they’re demanding tailored, interactive content that appeals to their unique perspectives. This is especially relevant for your content marketing strategy, including video content, social media posts and more.

Take, for example, YouTube recommendations. With a little help from artificial intelligence, the #1 site in the world (at least according to Semrush) keeps its competitive position in the social psyche by constantly providing 2 things:

  • Video content we’ve already expressed interest in.
  • Video content we didn’t know we were looking for, but that aligns perfectly with our tastes.

Say I’ve been watching videos about the new Ford Bronco (which may or may not be true). If you were a Ford dealer, you’d be able to use this preference and YouTube automation to provide video content that caters to my off-roading daydreams. I’d be more likely to interact with this than, say, a video about a minivan.

Many social media platforms play by similar rules. Using automation and algorithms, these sites recommend content users are likely to engage with — including your brand’s social media content (if you have the right digital marketing strategy, of course).

3rd-Party Data Regulation

Although personalization is an increasingly important part of content marketing, it’s also an increasingly difficult one. That’s because consumers are taking control of their data in new ways.

A good example of this is the California Consumer Privacy Act (CCPA), which gives people more power over what they do and don’t share with a digital marketer or other 3rd party. The CCPA can be summed up in 4 basic rights:

  • The right to know what personal information is collected and why.
  • The right to delete this personal data.
  • The right to opt-out of the sale of data.
  • The right to non-discrimination when exercising the other 3 rights.

Tech leaders like Apple and Google are following suit, implementing stricter limitations on the kinds of data that can be collected, the methods that can be used and whether consumers have direct control over this.

While increased privacy may be great news for those of us who don’t want to share the number of times we’ve searched basic slang to make sure we’re using it right, updates like the CCPA are not so good for content marketing. That doesn’t mean the future of marketing is hopeless, though — your personalization and targeting techniques just need to get creative. (More on that later.)

The Future of Digital Marketing: 5 Trends To Watch

Now that you have a firm grip on the present, it’s time to take a trip into the future. Let’s hop into our time-traveling Camaro and get ready to see some of the innovative marketing techniques, trends and ideas that we expect to shape tomorrow’s digital marketing campaigns:

1. Smarter AI

As artificial intelligence gets smarter, so too will digital marketing campaigns. You won’t just find new technology — you’ll also leverage familiar tech in better, more effective ways.

For example, by 2029, search engines are expected to be capable of fully understanding the underlying meaning of queries instead of just analysing keywords. As a result, your content marketing strategy can focus more on addressing searcher intent, providing answers to implied questions and ultimately addressing a user’s real needs.

Of course, the future may also hold systems and solutions we haven’t even begun to dream of. Who knows — maybe your social media marketing will someday be run by the same automation strategy that identified the “ice cream for breakfast” trend.

2. Influencer Marketing

Influencer marketing is already a big deal, but we’re pretty sure it’s going to become even more critical to your digital marketing strategy.

That’s because influencers help create real connections with your audience. Users show interest in an influencer’s opinions, commentary or even just their top-notch jokes — and when you leverage that interest by teaming up with the influencer, you’re delivering personalization on an entirely different level. As consumers show increasing interest in the humanization of their favorite brands, influencer marketing is likely to become key to boosting engagement.

This works in both the business-to-consumer (B2C) and business-to-business (B2B) landscapes. In B2C, consumers want to know that people like them can trust your brand. B2B buyers want the same assurance, but they also need to see that you’ve served their industry before, worked with teams resembling their own, delivered on key performance metrics (KPIs) and more. That means B2B influencers can be anyone from industry leaders to up-and-coming players in the landscape.

It’s also important to recognize that influencer marketing goes hand-in-hand with video content, especially on social media platforms like TikTok and YouTube. Here, you can take advantage of artificial intelligence and automation to get your videos in front of the right people, all while catering to an audience that’s already looking for this specific type of engagement.

3. Thought Leadership

Thought leadership has an important role to play in any content marketing strategy, but it’s only going to become more valuable to your target audience.

Why? It’s simple: As time goes on, our favorite digital channels will continue to be inundated with content that feels repetitive, unimaginative and just plain boring. Thought leadership will stand out as something fresh — a new perspective on a familiar topic, a valuable approach to an industry challenge or even an open conversation inviting your audience to chime in.

Plus, thought leadership gives you yet another opportunity to connect with consumers on a more personal level. When you post a blog written by one of your expert employees or let someone from a different department take over your social media for a day, your audience gets to see the people behind the brand — and these days, that human connection is more valuable than ever.

4. 1st-Party Data

Remember when we talked about privacy updates wreaking havoc on traditional marketing campaigns? There’s good news: The end of 3rd-party data doesn’t mean the end of life as we know it. Instead, things are likely to get even better.

That’s because the future is likely to bring opportunities for 1st-party data — information willingly and knowingly given by your target audience in exchange for a highly tailored experience. You can gather this data through surveys, focus groups, informal chats and more, meeting customers where they are to find out what they’re really feeling and thinking.

This approach has 2 big benefits:

  • It gives you richer, more valuable data to guide your digital marketing strategy.
  • It shows consumers you’re taking an active interest in their preferences and responding to their needs.

Long story short, we expect you won’t even miss 3rd-party data once it’s gone.

5. Creative Digital Marketing Campaigns

The final — and perhaps most important — trend to keep an eye on is the progression of digital marketing campaigns themselves. As companies get more comfortable with new technologies, they’re likely to come up with new ways of leveraging those solutions to tell bigger, better stories.

The key is to embrace your role as a consumer. What social media post are you talking about with your friends? Which digital channels are you drawn to when shopping or researching products? Where do brands succeed in making you feel like you’re the only customer who matters to them? Questions like these allow you to use your own experiences as a digital marketing experiment and decide what might work for your approach.

As you explore other brand stories, don’t forget to look outside your industry for marketing inspiration. For example, maybe you have no idea what SaaS marketing even is (hint: it’s all about software-as-a-service offerings like Slack or DropBox), but you can still learn from the techniques and approaches being used in this space.

Shape Your Own Digital Marketing Future

You don’t need a time-traveling muscle car to see the future of digital marketing. In reality, that future is coming up fast, which means you have 2 options: sit and wait for it, or start shaping it yourself.

If you’re anything like us, you’re probably leaning toward the latter.

The first step in creating your digital marketing future is to understand the present. The next step is to keep an eye on trends like those we’ve covered today. But from there on out, it’s up to you — which means you’re free to blaze your own trail, tell fresh stories with new technology, try out the latest marketing strategies or change them up to suit your needs.

And if you need help along the way, just keep an eye out for a Camaro driven by a content writer — and don’t forget to subscribe to our newsletter to get the latest on digital marketing today, tomorrow and beyond.

By Ashlee Sierra

Ashlee Sierra is a writer and editor from Boise, Idaho. When she’s not buried under her giant dogs, she can be found playing video games, telling ghost stories and having passionate discussions about the Oxford comma.

Sourced from Brafton

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5 social media habits that could ruin your chances of getting hired

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If the job hunt wasn’t hard enough, your social media profile could cost you an interview. Here are five practices to avoid.

 

Looking for a job? You should reconsider posting a political rant online. Some 70% of employers screen candidates’ social media accounts—an all-time high, according to the latest CareerBuilder study. More than half of employers (54%) said they choose not to hire candidates based on what they find on social media pages, said the study.

Many people consider social media accounts to be personal or private, which is fair. However, if you are applying to a job, you are applying to represent that company. In the professional world, you must maintain a professional image, which starts with social media.

“It’s [your] freedom to go and speak however [you’d] like on [your] social media account, but it’s also the hiring manager’s freedom to not hire you for that conversation you wanted to share online. It’s just all about reputation,” said Priscilla Vento, CEO of 30 Miles North PR and social media agency. “Now, you don’t need to meet somebody in person to form an opinion. You can literally just go on their social media account. If you feel strongly about your freedom to post what you want, then you need to know that other people might not read you the way that you want to be read.”

Even if you think you’re safe because you set your accounts to private, think again: Vento said that while keeping an Instagram account private is understandable, businesses expect to see public Twitter and LinkedIn accounts to learn more about you as a candidate

Social media can also work in your benefit, however, during the hiring process. Companies notice the bad things you post, but they also pay attention to the positive. Employers like seeing that you are interested in the job you are applying for, said Vento. She used the example of Blockchain: If you’re trying to work for a Blockchain company or startup, then post industry-related content.

The hiring process is about making yourself marketable and putting your best foot forward, said Carolyn Betts Fleming, CEO and founder of Betts Recruiting. Presenting yourself in a flattering light is easy, but that can change with just one post.

Here are the five social media mistakes that could cost you a job offer.

1. Inappropriate posts

While this may seem obvious, young people in particular sometimes don’t know where to draw the line. Vento recommended not posting party pictures or political rants on social media.

“Especially when you’re trying to find a new job, keep it clean,” Vento said. “You don’t want to position yourself as a partier, going out and getting wasted all the time. It’s just not as accepted as you might think it is with hiring managers.”

As for politics, prospective employees are free to have their individual beliefs—just keep them offline. “If the hiring manager feels really strongly about the Trump administration either way, and you feel strongly about it in another way, you don’t want to offer any reason for someone to put a seed in their head that they might not get along with you,” Vento said.

2. Posting too much

Having a social media presence is important, as it gives hiring managers quick insight into your personality. However, avoid posting too much. As the head of a recruiting agency, Betts said that over-posting on social media is a huge red flag to recruiters.

A person who posts their every move, opinion, or feeling on social media sets the precedent that their life revolves around their profile. In the eyes of a hiring manager, if the candidate is constantly on social media out of the office, then that distraction probably carries into the office as well, said Betts.

Therefore, try to post at a healthy, moderate pace, she added.

3. Not having a social media presence

On the opposite end of the spectrum, not having a social media presence can look just as bad to prospective employers. Professionals must have a LinkedIn account, Betts said. Additionally, that account should be filled out with a professional picture and previous job descriptions. Hiring managers consider the lack of either to be a red flag, said Betts.

Every hiring manager is different, but most agree that some form of a social media account is helpful and necessary when considering a candidate for jobs. Public social media accounts, like Twitter, are easy and quick ways to learn about a person outside of interviews, said Vento. Oftentimes, Vento said she uses social media to see if a candidate will fit in well with office culture, which can often be gleaned by how they act online.

4. Slang

Watch your slang usage, especially if you are applying for a job that involves writing. Vento recommended crafting comments and posts in complete sentences and without too many abbreviations, to maintain a professional demeanor.

While social media is meant to be a quick mode of communication, keep sentences full and sound during your job search. Abbreviations, misspellings, and slang can make a candidate appear as if they cut corners or write lazily, which can be a huge disservice to the candidate depending on the job they are applying for.

5. Lying

Don’t lie on social media, or about your social media accounts, Vento recommended. Jobs intrinsically rely on trust—trust that you’ll do your work, meet deadlines, and communicate effectively. If you put false information about yourself or others on social media, then you ruin your credibility.

Another big problem is when candidates lie about having a social media account at all. Many applicants claim they don’t have social media accounts—when in reality, they do—because they don’t want employers seeing what they post, said Vento. Candidates might slightly alter their names, or only use their first and middle names on accounts. “Even if it’s hidden, you can still find it if you really try hard enough,” said Vento. Don’t put yourself in a position, under any circumstances to get caught in a lie; that’s a quick way for your application to get thrown out.

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Sourced from TechRepublic

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This Research Might Make You Rethink Your Social Media Habits

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By Emma Haak.

Step away from the ‘like’ button.

Prolific social media users, take note: A study published in the American Journal of Epidemiology has linked frequent Facebook use over time to poorer well-being. According to this Harvard Business Review article written by the study authors, mental health is particularly at risk.

Image courtesy of Pixabay

Researchers Holly Shakya, a professor of Global Public Health at UC San Diego, and Nicholas Christakis, director of the Human Nature Lab at Yale University, recruited 5,208 adults and tracked both their Facebook activity and real-world social lives in addition to their well-being for two years. (Well-being included life satisfaction, self-reported mental health, self-reported physical health and body-mass index.) Actual in-person relationships were, unsurprisingly, linked to better overall well-being, as a wealth of research has shown that close social ties do our mind and body good.

Facebook use (measured by by often subjects’ liked other people’s posts, created their own posts and clicked on links) was negatively associated with well-being. As the authors write, “These results were particularly strong for mental health; most measures of Facebook use in one year predicted a decrease in mental health in a later year.” This is in line with prior studies showing the less-than-beneficial effects of social media.

What makes these findings particularly attention-worthy is the design of the study itself. According to Shakya and Christakis, most of social media studies conducted in the past looked at one particular point in time (i.e. how much do you use social media and how are you feeling right at this moment) — this study took place over the course of two years, allowing the researchers to monitor changes in well-being that could be linked to social media use. Another important distinction is that Facebook use here wasn’t self-reported — the researchers pulled actual data from subject’s Facebook accounts, giving them a much more accurate picture of their usage. The researchers were also able to compare the links between social use and well-being and real-world relationships and well-being.

Since this study proved correlation, not causation, the researchers can’t definitively say how increased social use might erode your well-being, but they do have some theories, from the destructive effects of comparing your digital life to the lives of others to engaging in fewer IRL interactions because you assume that digital missives are just as beneficial.

Even without causation, this study is still more reason to unplug and connect offline. “The tricky thing about social media is that while we are using it, we get the impression that we’re engaging in meaningful social interaction,” Shakya and Christakis write. “Our results suggest that the nature and quality of this sort of connection is no substitute for the real world interaction we need for a healthy life.”

Read the full HBR article here.

By Emma Haak

Senior editor @thrive, formerly at The Oprah Winfrey Network, Prevention, and O, The Oprah Magazine

Sourced from Thrive Global

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