1. Voice Search is Growing in Popularity

Particularly members of Generation Z have never been big fans of typing. Although they have grown up with digital devices, they will avoid using a keyboard if possible. As voice search skills advance, more people are choosing this as their preferred input method. Google Assistant, Apple Siri, and Alexa from Amazon have all progressively merged into daily life. In 2018, PWC discovered that voice commands were utilized on 57% of smartphones, 29% of tablets, 29% of laptops, 29% of desktops, 27% of speakers, 21% of TV remotes, 20% of vehicle navigation systems, and 14% of wearables. And there is no doubt that since then, voice search has considerably increased.

Surprisingly, voice search's convenience isn't just being appreciated by younger generations. For instance, 65% of people aged 25 to 49 and 57% of people over 50 chats to their voice-enabled gadgets at least once every day.

In 2020, almost 30% of web browsing sessions took place without a screen, according to Gartner. This demonstrates unequivocally a change in how customers engage with brands online.

More people are using voice search to look for local results. Google reports a substantial rise in "near me" company searches over the previous few years. According to Google, 58% of customers have used voice search to find nearby businesses.

As a result, businesses must modify their SEO to optimize voice search. Using natural language with direct responses to inquiries, schema markup and rich snippets, maintaining an up to date My Business directory and eCommerce store data, and making sure all content is current and optimized are some of the techniques used.

2. Video Advertising

Social media platforms have provided businesses with a new platform to market to their target market. One effective digital marketing strategy used by companies looking to grow their consumer base is video marketing. According to experts, videos outperform all other forms of content, which is why many organizations are refocusing their efforts on creating compelling, content-rich films to advertise their goods and services.

Like this, short-form content has been included into the algorithms of social media platforms like Instagram, YouTube, Facebook, and others, assisting companies in reaching their target audience. So, as a promotional approach, firms aiming to grow their consumer base can choose video marketing.

3. Extended Content

Using the widespread digital marketing trend of content marketing, businesses frequently advertise their goods and services. Like short-form content, long-form content refers to the area of content marketing that uses blog posts or articles longer than 3000 words to market a good or service. Long-form content is produced by businesses with the goal of increasing their exposure, subject matter knowledge, and client engagement. Here are some further justifications why companies choose long-form content:

• Increases the website's traffic

Due to the popularity of the long-form material, more individuals visit the company's website. People are, however, less likely to investigate further brand goods and services.

• High search engine ranking

Website traffic and search engine ranking are directly related. A high ranking on a search engine as a result of increased traffic would promote user involvement and engagement on the website.

• Increases interaction and engagement with customers

Long-form content facilitates communication between a brand and its target audience. Additionally, it boosts consumer loyalty and engagement.

4.Stories on social media

Social media stories are a fantastic method to highlight goods, occasions, and even behind-the-scenes experiences. They are simple to use. It's difficult to deny that Instagram Stories and Stories on other platforms are a successful form of digital marketing when you consider that one-third of the Instagram Stories with the most views are uploaded by businesses.

This medium is so potent because of how thrilling and transient it is. If customers want to not miss out on exclusive chances or information, they must regularly follow their preferred profiles. If you deliver on your promises whether you promise a behind-the-scenes glimpse, a discount coupon, or a limited-edition product through Stories, fans will be hooked on your updates.

Simple suggestions for enhancing the value of your social media stories include:

• Find consumer material where your company is mentioned and republish it to your Stories;

• For viewers who missed the webcast, upload a video of it;

• Use polls, Q&As, and quizzes to get visitors interested in your brand and to participate in your content;

• Make short videos and simple animations showing how your product or service works.

5. Progressive Web Pages

Websites that function like mobile applications are known as progressive web pages. Among other things, they offer offline accessibility, load more quickly than conventional websites, and give push notifications. The necessity for websites that can provide a flexible user interface to customers using multiple devices has been addressed by one of the most recent developments in digital marketing: the progressive web page. This most recent development in digital marketing is also anticipated to experience rapid growth in the years to come.

Business modernization is a difficult and protracted process that needs patience, competence, and in-depth knowledge. Brand managers can learn new skills that will enable them to identify and adopt the latest digital marketing trends into their organizations by enrolling in some of the best digital marketing courses available online.

6. An Increase in Chatbot Use

Over the past few years, there has been a noticeable increase in the use of chatbots since more individuals are conducting their research online and many people are reluctant to visit physical stores.

Naturally, this isn't solely a result of rising demand. The user experience provided by chatbots has significantly improved in recent years as they have grown more lifelike and realistic. The ability of chatbots to engage in a more human-like way has also improved thanks to advancements in artificial intelligence (AI), machine learning (ML), natural language processing (NLP), and customer sentiment analysis. As a result, businesses are improving the consumer experience without significantly increasing investment.

According to Tidio, 88% of customers have had at least one chatbot conversation in 2021. According to their poll, chatbots are also employed in data collecting, human resources, and operations, in addition to customer support and marketing. They are becoming a desirable option for B2B businesses, real estate, healthcare, and eCommerce enterprises.

7. Machine intelligence

The process of creating intelligent computer systems that can carry out tasks akin to those carried out by the human brain is known as artificial intelligence (AI). Businesses can utilize AI to determine the wants and needs of their clients. In addition, it can be used to track the latest digital marketing trends in consumer purchasing behavior and provide a solution in order to develop a marketing strategy.

Furthermore, customer and marketing-related tasks including content production, ad monitoring, product promotion, customer interaction, and more can be performed using AI technologies like machine learning, deep learning, and others. Therefore, AI is a godsend for businesses trying to boost their advertising game as a trend in digital marketing.

8. Personalization

Personalizing content, goods, emails, and other aspects of your marketing is necessary if you want to stand out in 2022. It seems that consumers value customization:

72% of consumers, according to SmarterHQ, only respond to marketing communications that are tailored to their interests.

According to a Salesforce poll, marketers regard personalization as having the greatest positive effects on visitor engagement (55%) and conversion rates (63%).

In a similar vein, EmailMonks' Kevin George claims that "personalized, triggered emails depending on activity are 3X better than batch-and-blast emails."

It's difficult to ignore Netflix and Amazon when looking for case studies of the power of personalization because of their wildly successful customized recommendations for books or movies.

9. Streaming Live Shopping

In the West, live streaming is a relatively new idea, yet it is very prevalent and well-liked in China. If you believe it to be an exaggeration, consider this: One third of China's internet users, or around 309 million people, tuned in to a live streaming shopping session in the first half of 2020.

The most popular product categories for live stream purchasing, according to McKinsey, are clothing and accessories, cosmetics, food, consumer electronics, furniture and home décor. By 2023, live stream shopping is expected to generate $25 billion in sales in the United States, according to Coresight Research.

Levi's and Tommy Hilfiger, two American firms that were early adopters, intend to start hosting live streaming shopping events. To make this a reality, plans are also being made by Facebook, Instagram, and Amazon.

Since live stream e-commerce is still in its infancy, McKinsey advises beginning with sparse streams that are limited to 1–5 products and rely on TikTok, Instagram, Facebook, or Amazon Live before establishing a "dedicated in-house team or agency staff to plan and develop content for livestreams, including storylines, scripts, and hosts or micro-influencers" and broadcasting them across multiple channels.

10. Analytics using Predictive & Augmented

Data mining, predictive modelling, and machine learning are all practices used in predictive analytics to find trends and make future predictions. Because of its potential, it has advanced and spread throughout various industries.

We may anticipate an even greater number of predictive analytics tools and applications, such as improved lead scoring, customer segmentation, and personalization, in terms of latest digital marketing trends. An illustration of one of these is Amazon Assistant, a Chrome add-on from the retail behemoth that enables users to allow product recommendations from Amazon to go beyond the website to make tailored offers while they are visiting other websites.

On the other side, Augmented Analytics automates data preparation and enables data sharing using machine learning and Natural Language Processing (NLP).

By the end of 2024, 75% of businesses will switch to adopting AI for their operational requirements, propelling a 5X increase in streaming data and analytics infrastructures, predicts Gartner.

In the end, the right way to work hard for your digital marketing strategy is to work smarter. Implement the current digital marketing trends creatively in your adopted strategy, and witness the magic unfold for you! In case you are seeking help in Digital marketing, feel free to connect with our team of professionals at FutureSoft India.