As marketing technologies continue to innovate and evolve, so does the manner in which marketing is done. What worked well a couple of years ago may no longer get the same results. Let’s take a look at four trends that are making an impact on marketing efforts now and into the next couple of years.
An increasing number of Google search results (almost 62%) are “zero click” results. This means that as soon as the search term is entered, Google automatically provides a snippet as an answer. This snippet appears at the top of the page, even above Adwords and organic results. Zero click search results render more and more keywords less profitable. Marketers are trying to figure out how to get their pages to come up over others. Whoever figures this out first will be in the catbird seat over their competitors.
Smart Speaker Ads
As the various voice platforms become more prevalent, it’s only a matter of time before marketers get on board with voice marketing and advertising. In 2017, Disney launched some ads on Google Home after morning flash briefings, a rarity at the time. One way marketers are taking advantage of voice technology is with branded skills. These skills are less intrusive and more customer friendly because the user has chosen to open the skill and is aware of the brand connection.
Voice Search Optimization
As search queries increasingly are done with voice, brands are adapting their content for voice search. With 20% of all search queries being done with voice and with 71 percent of all mobile users between the ages of 18 and 29 using voice apps on their smartphones, marketers who haven’t already starting to work on voice search optimization are behind the curve.
More Chatbots, More Content
Even though content formats like video, podcasts, blogs, and social media have become more popular, written content will remain important. In addition, with the rise of chatbots, written content is important because it is the main output of chatbots. Chatbots are an economical technique that can help cut costs by performing simple tasks that don’t involve human input.