Social Media Marketing Trends
The growth of voice search assistance
Today, it isn’t just mobile that’s Driving Voice Search, but the proliferation of smart assistants like Amazon’s Alexa and Google’s Voice Assistant. The push for voice search will also be coming from the other end of the spectrum, from users who are just starting to use the internet. But regardless of who the audience for voice search is, one thing is certain: SEO as we know it will have to change. Traditional keyword research will become obsolete since user queries will be completely different when using voice search. Voice also means that position zero, the ‘featured snippet’ will become even more coveted. 99% of voice search results draw from the featured snippet, so content creators will have to focus even harder on optimizing their content for Google to pick it up.
Videos and interactive content
While videos have been around for decades, they have only recently started exploding on digital platforms and social media. In 2019, if your brand doesn’t have a strong repertoire of engaging, high-quality videos, you could be missing out on a sizeable audience. Through techniques like YouTube SEO, brands can ensure that their content is visible to relevant audiences. But the importance of videos extends beyond just YouTube. Videos on landing pages and in emails have been shown to improve performance and conversions. Facebook is also witnessing the growing popularity of videos. In one Survey, around 44% of respondents admitted to watching at least 5 videos every day on the platform.
As videos gain momentum, multiple video formats are also being developed and explored. Interactive videos are emerging as a popular option due to the higher user engagement they deliver. In these videos, users are required to take some form of action that can influence the video. This could be either in terms of the content displayed or the storyline that the video takes. Apart from Interactive Content, live videos are also creating a stir.
Smarter interactive chatbots
Chatbots in 2019 will be more intelligent than ever before. Most chatbots currently have a limited script, usually offering a fixed set of options that users can choose from. With the advent of AI, however, chatbots are likely to completely replace the human aspect previous involved. They are programmed to be smarter, respond to a wide number of queries in a meaningful way and resolve issues without requiring any human intervention. In fact, through AI, chatbots are likely to be able to keep up a long conversation with users without coders having to input a long script beforehand. As the technology matures, you can expect chatbots to become even more ubiquitous as brands capitalize on their low cost and higher efficiency.
AI for better audience targeting
AI isn’t just for smarter chatbots; it is also becoming the most accurate way for brands to identify their core audience and develop core messaging for them. Through a combination of machine learning and artificial intelligence, predictive customer analytics can eliminate much of the guesswork involved with digital marketing.
One way they do this is by assigning a ‘lead score’ to leads generated. AI can analyze large volumes of leads at a time, identify common patterns, group them into various buckets based on their behavior and help you create hyper-personalized content for them. Since personalization is key to nurturing leads, AI can almost certainly lead to higher conversions for marketers. AI can also identify similarities in current consumers and generate custom targeting options that marketers can utilize to ensure more accurate delivery of ads. This will help Improve The Quality Of Leads Generated Via Digital.
UX and AMP for desktop
In 2019, the importance of Accelerated Mobile Pages (AMP) will not be limited to mobiles alone. Google recently made AMP available for desktops versions of websites as well. With this feature, users will be able to enjoy the same speed and easy navigation that AMP offers even while browsing on their desktop.
With the introduction of this feature, it’s time for brands to re-look at their website and how user-friendly it is. By making their websites (or at least critical, content-heavy sections like blogs) AMP-friendly, brands might be able to enjoy greater visibility on search engines. Since AMP pages are also easier for users to navigate through, an improved UX can encourage them to spend more time on the website and learn more information about the brand.
The growth of Robotics and Automation
Robotics is without a doubt the most cost-effective, efficient way for advertisers to purchase digital ad space. Unlike previous methods that required human intervention and manual bids, robotic algorithms can determine the best media mix and automatically purchase it. This technology enables marketers to reach a scale previously unthought of. They can target larger audiences over a wider variety of channels with absolutely no time or effort lost. Since it can optimize in real-time, markets can do a lot more with their budgets and reduce their cost-per-leads.
The decline in organic search and traffic
With every new SERP feature that Google introduced, organic traffic takes a hit. Click-through-rates have been steadily dropping and 2019 will be a continuation of this trend. Answer boxes, for instance, answers a user’s query without them having to actually click on a link. So while your page might show up on a featured snippet, you might not notice a significant rise in organic traffic to that page.
So does this mean the sun has set on the SEO empire? Fortunately, no. This just means that marketers will need to re-align their SEO strategy. For example, they will need to start focusing more on creating brand awareness and driving up brand searches. When users start searching for your company’s name, Google cannot prevent users from clicking on your website. It also means tailoring your content specifically for higher click-through rates. You need to give users enough information that Google picks it up and displays it, but not enough for their curiosity to be satisfied. If users are only getting half an answer from your snippet, they are more likely to click on your page to get the full information.
We are Just Getting Started
We are at the crossroads of mass AI adoption and our customers continue to adapt to the digital user experience. From customer service to campaign management, the growth of data-driven insights will drive businesses and user engagement. At Quantamix Solutions, we are committed to bringing state-of-the-art applications and dynamic data-driven contents. We are going to continue to support your work by creating tools that are easy to use and help you to deliver the most effective, engaged and tailored user experiences. Keep an eye out for an announcement of our new solutions in our blog posts.
Get in touch with Quantamix team
The Quantamix team is happy to discuss and customize the solution for your needs. If you would like to collaborate on our solution, we are looking forward to your inquiries.
Credits: This article was originally published in Campaign India.
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