Digital technology has changed everything, as we all know, especially in marketing. After such drastic change over the past two decades, you could be forgiven for thinking that now is the time to settle into the new normal, applying the tools and strategies we’ve become accustomed to in the aftermath of the digital revolution. However, that is not the case.
The pace of technological development is only increasing and new advanced tools are coming to the forefront, poised to revolutionize every industry even further. Chief among these technological developments is the rise of artificial intelligence, big data, mixed reality, and the proliferation of mobile. Here’s a look at how these tech developments will impact the world of search engine marketing, and how to effectively implement them into your strategy.
Artificial intelligence and its more specific subset of machine learning are presenting new analytical capabilities and expanding the ability for humans to make informed decisions based on large troves of data. Intelligent algorithms that become more effective the more they are employed are not only able to comb databases far more quickly than human minds but also are more adept at recognizing patterns.
For marketers, artificial intelligence is useful in applications like site prospecting or identifying influencers when determining where to target your link-building efforts. By leveraging artificial intelligence to streamline these operations, marketers can allocate their time and effort to the sites and influencers that are most likely to have the largest impact on extending their reach.
Artificial intelligence goes hand in hand with big data, which is also improving marketers’ insights into search and social tendencies of their target audiences. For marketers, capturing data is useful in a number of areas, including geographic data, keyword data, link data, local search, mobile data, on-page data, rank data, revenue data, traffic data, social network data, and universal search data.
Naturally, capturing this data and storing it isn’t enough; you must make sense of that data as well. By marrying these large datasets with machine learning algorithms, marketers can gather deeper insights to their target audience, as well as understand where their impact will be the greatest. The result is a streamlined process that is more cost-effective and boasts a further reach.
Mixed reality – the combination of virtual reality and augmented reality technologies – is also playing a role in changing the way audiences search for and find companies. Virtual reality, for example, creates immersive experiences which are optimal for establishing emotional connections with potential customers. When it comes to augmented reality, which creates digital overlays on the physical environment a user is in, it can be used to preview objects before buying, such as situating furniture in your living room or inspecting a vehicle you’re interested in buying but cannot see in person.
Moreover, mixed reality also serves as an additional data capture point, granting marketers greater insights into consumers behavioral patterns. By learning and more accurately predicting consumer behavior, marketers can better meet the audience where they already live (literally) and hyper-personalize the content they deliver to their audiences.
Proliferation of Mobile Devices
Finally, a major trend in search engine marketing is one that is already all too familiar: the ongoing proliferation of mobile devices. Tailoring content for mobile is essential to modern marketing, and as the number of mobile devices out there continue to rapidly grow, it will only become a more central aspect of every marketing aspect.
However, it’s not as simple as merely tailoring advertisements for mobile users. Constant changes to search algorithms continue to put more importance on mobile-optimized sites and advertisements, of course, but it’s also a matter of click rates and demographics.
SMS text message open rates are higher than those of email and a broader audience can be reached via mobile, for example. Moreover, mobile search gives consumers the opportunity to research and compare products as they shop in physical locations; in other words, a good mobile marketing strategy could be the difference between an immediate conversion and a lost customer.
Technological development will not stagnate, quite the opposite. Now is no time to rest on the laurels of progress made during the digital revolution, but rather double down and incorporate emerging technologies into your day-to-day marketing strategies. Failure to do so is a death sentence because the smart money is already harnessing advanced technology to gather stronger insights, streamline their process, reach more customers and, ultimately, convert more customers.