Digital transformation has brought about disruptive changes across the entire business sector, affecting both the specific operations of each organisation and the ways in which they attract new potential customers and communicate. Of course, we are also talking about the way marketing is carried out today, from the design and planning of a strategy right through to its execution; aspects that have evolved at a dizzying pace in recent years.<\/p>
If you\u2019re also interested in the world of marketing, technology and communication, read on, because we\u2019re going to look at what the trends in digital marketing<\/strong> which will revolutionise the way we sell online<\/p> Fashion should not be confused with a trend<\/strong>: Fashion is something fleeting and transient; it has its moment in the spotlight, but is soon forgotten. However, trends emerge, develop and evolve, providing solutions to the needs of the present and anticipating those of the future. You might ask, why explain these terms? Because in this post we don\u2019t want to talk about fashions in marketing<\/a>, but rather useful, innovative and practical trends from which the leading companies in each sector are already benefiting.<\/p> Would you like to know what they are so you can start implementing them in your business? Here\u2019s a clue! Data and the artificial intelligence<\/a> are the stars of the show. Read on to discover all the others.<\/p> Marketing departments know that in the data<\/a> This is the key to developing the most foolproof strategies, which is why they invest so much time and resources in collecting and analysing them. However, third-party cookies are set to disappear and, like other browsers that have already done so, Chrome also plans to phase them out to protect users\u2019 data. This presents a problem, but one that has, in fact, become the perfect opportunity<\/strong> so that companies can collect their own first-hand data and thus build a much more targeted audience.<\/p> Before long, companies will focus on measuring and to analyse the path to <\/em>conversion<\/strong> to attribute the results to each stage of the sales funnel. Of course, data will also be collected on every specific marketing initiative launched, such as campaigns or promotions. Don\u2019t forget that the most challenging and useful thing a company must do with this valuable information is not to generate a sale, but to establish the start of a long-term relationship.<\/p> We all know \u2013 and Google knows this better than anyone \u2013 that change can be hard to come to terms with, which is why a reasonable period of almost two years has been allowed for users to start getting to grips with the new version of Analytics. But the time has now come for the final transition, and there are only a few months left before the old interface is phased out.<\/p> Some of the improvements and new features introduced with Analytics 4 include: a greater focus on the privacy <\/strong>the user's, real-time analysis<\/strong> of a website or app, multi-device measurement<\/strong>, embedded artificial intelligence<\/strong> which provides more detailed analysis.<\/p> Although audiovisual formats remain at the top of the contents<\/a>, podcasts are clearly a growing trend. More and more content creators are opting for audio formats, and the reason is that they\u2019re proving very successful thanks to their accessibility, their specialised nature and the fact that users don\u2019t need to keep their attention fixed on a screen, meaning they can consume the content in almost any situation; what\u2019s more, they work exceptionally well for specific niches, thereby facilitating the flow of users between digital and offline channels, and they do not require a significant investment in production.<\/p> Yes, but as you know, the rules of the game are constantly changing, so professionals specialising in this field will need to keep up to date with the latest best practices, the more technical aspects and algorithm changes. To discuss trends in SEO would require another post, but, in summary, we can highlight the following: voice assistants and voice search, focusing on user experience as a cornerstone of SEO strategy, semantic search and contents <\/a>enriched.<\/p> This term, which is currently the subject of so much discussion, essentially means paying attention to the performance of every action carried out, through monitoring controlled by advanced tools that collect and analyse data. Of course, the analyst\u2019s role is crucial in drawing conclusions and guiding the company towards the best opportunities. Digital marketing performance has both a technical and a strategic aspect, on which the decision-making<\/a>.<\/p>What are the most effective trends in digital marketing?<\/h2>
Customer data platforms and first-party cookies<\/h3>
Full roll-out of Google Analytics 4<\/h3>
Podcast marketing: the new competitor to video marketing<\/h3>
SEO will continue to be key to online visibility<\/h3>
Digital marketing performance<\/h3>
Affiliate marketing to boost online sales<\/h3>