The outbreak of COVID-19 has taken a toll on organisations across the world. People’s shopping habits have evolved since then. At this juncture, in-store shopping is a tendency.  Numerous businesses have gone online to stay in touch with their customers and customers are successfully purchasing online

With the massive growth of online purchasing, there is a lot of competition amongst businesses. Many corporations are hiring digital marketing firms since they are youthful and familiar with current advertising trends.

Nevertheless, whilst there has been a shift in the direction of online techniques, it is important to remember that digital marketing and the trend toward it are not new concepts. The transition has already begun, but it has been expedited. And some of the methods are gaining traction not because they are new to the scene, but because they are effective. Rather, they have been around for a long, but in this stay-at-home, virtual age, their effectiveness as a route for contacting potential clients has skyrocketed.

To succeed in this age of erratic market shifts, businesses and marketers must evaluate both innovative and tried-and-true digital marketing methods to be competitive in 2021.

• In-email purchases and super-sophisticated targeting

Yes, email marketing has been around for a long time, but it has always included including links in the email body that take recipients to a blog post, product page, or landing page. “From inside a marketing campaign, subscribers can make purchases without the need to leave their inboxes,” says Tom Klein, Vice President of Marketing at MailChimp. With embedded video and other interactivity, campaigns will have a more app-like experience.”

MailChimp by now has a specific strategy in place that provide their consumers with additional data, allowing them to do super-advanced targeting based on a person’s purchase history, Google searches, most-visited websites and apps, customer care interactions, and more.

Email is an effective way for e-commerce enterprises to learn about their consumers’ preferences, gather feedback, recommend products, and drive sales. This will be more significant in the future.

According to Chris Lynch, Senior Director of Product Marketing at Oracle Marketing Cloud, “in the near future, we project these organisations will evolve into a distinct digital marketing organisation that spans commerce, mobile messaging, web, email, and paid channels like display, search, and video.”

This transformation is already happening, albeit on a modest scale, as the demand for products that allow for cross-channel scaling increases. Users whose needs can only be met through email are relieved to learn that cross-channel capabilities can help them increase their business opportunities.

• Progressive web apps (PWAs)

This is a comparatively new digital marketing technique that began in 2018 with huge organisations such as The Financial Times, Twitter, Flipkart and Wikipedia and has had excellent results. Treebo launched a Progressive Web App (PWA) and witnessed a 4x conversion rate year over year. Repeat customers reported a threefold boost in conversion rates. The PWA created by Petlove resulted in a 2.8x increase in conversion and a 2.8x increase in website time.

Smaller enterprises may find this option to be profitable as early as 2021. Having a mobile site—or, better yet, a responsive site—may improve the user experience, but there can still be issues. A sluggish or difficult-to-navigate website will nonetheless leave a sour taste in the mouth of a customer, resulting in a missed opportunity or perhaps a destroyed reputation. Consider that for a moment. Would you buy something from a company whose website was shabby and didn’t respond well? The answer is most likely no. With the growing number of customers using mobile devices, Progressive Web Apps, which combine the advantages of browsing on a mobile browser with using a mobile app, are becoming more popular.

A web app is only as reliable as its network connection when it comes to reliability. If your internet connection is slow or unstable, the PWA may take longer to load or function. The PWA will run well if the network connection is robust. Users will be able to stay engaged if the PWA is stable and speedy. It accomplishes this by responding to their demands in a timely and effective manner.

So consider how a customer may encounter your typical mobile app. They must go to the app store, search for it, and then download the appropriate app. It is considerably easier for anyone to locate you when you use PWAs. All they have to do is type your name into Google and they’ll be taken to your website.

There was no need to download or wait for the website to convert to a PWA. Additionally, the user does not need to consider the use of additional data for downloading reasons. Most importantly, you avoid the user being disoriented in the App Store by directing them to your own website.

When you launch the PWA on your mobile device, you will see that the PWA shell resembles a mobile app. Any gestures you perform in a mobile app can also be replicated here.

The web browsers also include a feature that allows you to save the PWA as a shortcut on your home screen so that you can access it quickly. If you accept, the PWA will also send you push alerts. So, with a PWA, you have all of the flexibility of a native app without having to install it.

• Virtual reality

The creation of simulated settings with the help of computer technology to is known as virtual reality or VR. VR lets you to experience and interact with a 3D world that is not real if you wear a head-mounted display. The device produces a 3D virtual world that is immersive and virtually real through collecting inputs from the computer.

VR’s ability to captivate users makes it a powerful tool for both learning and entertainment. It can help users develop a variety of competencies and talents if used correctly.

YouTube VR is an individual app that is tailored for virtual reality. Everyone is acquainted with YouTube.  You can view any video in a virtual reality environment by the way of YouTube VR. You may subscribe to channels via this app, make playlists, and view history much like the YouTube app.

It also allows you to switch between voice and keyboard inputs, as well as view a video while searching. There’s also a ‘theatre mode’ in the app, which simulates a big-screen experience. This software is free to download on both iOS and Android.

Fulldive VR is a departure from the other apps on this list. It’s also the most intriguing, and it’s as near to science fiction as you can go. FDVR technology goes beyond VR headsets and uses a Brain-Computer Interface (BCI) to make the person one with the machine. Gamers can utilise it to create a completely immersive gaming experience.

Every one of your senses, such as hearing, taste, touch, and smell, may be transferred to a video game character’s avatar for entertainment purposes (remember The Matrix?). This technique has a plethora of applications. People can utilise it for recreational purposes, training, or even medical objectives.

• Drone software

Drone is an unmanned aerial vehicle, and it does not make any difference if the machine is completely operated by artificial intelligence or by a human. Most of the drones coming in the future are expected to be autonomous.

What are the benefits of learning about drone software development? The next big thing is expected to be the drone industry.  The commercial applications of drones will generate exponential expansion in this business once the regulatory framework frees up the airspace for them.

The FAA is now studying the optimum approach for freeing the airspace for drones, so it will happen much sooner than thought. When this occurs, there will be a high need for engineers and developers who are familiar with the whole software stack required to construct autonomous drone applications.

Food and product delivery, security and monitoring, and possibly even people transportation are all possibilities.

These strategies are not as cutting-edge as their predecessors, but they’re nevertheless a novel choice for small businesses and agencies to consider.

• Artificial intelligence

At least 42% of marketers say they are not very strong at digital experience segmentation. Most of the segmentations are centred on the notion that consumers prefer one thing over another. These preferences, however, are difficult to track. The target audience should be the mainstay of the marketers.

AI is significantly more efficient than humans at dissecting and analysing behavioural and demographic data. It has the ability to learn every aspect about a user’s personal preferences.  In order to assist and support you with your needs an app may use your personal information, purchases, demographic information or browsing history.

You may be creating new material on a daily basis, but is it relevant to the user? The key to increasing engagement is personalization. To personalise information for each user, AI can consume and process massive volumes of data. Take, for example, Netflix. Video content is shown to each user based on their interests and history.

• Voice search

A person’s query is usually answered promptly when utilising voice search, without them having to scroll through the numerous alternatives accessible on the screen. We tend to skim through the rest of the entries on a search results page when dealing with text.  The user is more likely to choose the first option that appears when using speech, because it usually answers their inquiries properly.

As a result, being on the top page of a search result, or even one of the first five results, will no longer suffice. The top place will be highly sought after. It’s either one or none when it comes to voice search. The winner receives everything.

• Chatbots

Chatbots allow businesses to converse with their customers in order to improve client relationships and increase sales. When it comes to consumer products, businesses have discovered the convenience and effectiveness of chatbots. In 2016, Oracle conducted a survey on the future of customer service.

“More than a third of brands pronounce that customers and prospects want to complete purchases or address service issues without speaking to a human employee, if at all possible,” according to the survey.

In terms of chatbots, 80 percent of sales and marketing executives indicated they had already implemented them or expected to do so by 2020.

According to a recent Harvard Business Review (HBR) survey, 15% of organisations who are ahead of their competition in terms of technology and data intelligence have developed faster and are better positioned for the future.

“In terms of Gen Z, I believe chatbots and speech bots will be the future of commerce. We were raised on on-demand services like Uber, Lyft, and Postmates, and we optimised for efficiency. As a result, we anticipate the same when shopping. What better way to accomplish this than by communicating with and buying through chatbots and speech bots? That changes the game entirely. It is a completely different experience. It makes internet buying less tedious, engaging, and enjoyable once again.”— Tiffany Zhong, Founder & CEO of Zebra Intelligence.

• Conversational marketing

Let us examine the influence of conversational commerce and how it is influencing our future. It allows for a conversation with the customer.

Brands increasingly listen to their customers’ problems and help them solve them individually, rather than just talking about themselves. It leads to a better customer experience in which each client feels heard and the smart technology answers their specific problem.

Chatbots allow businesses to converse with several customers at once for a low cost. It helps brands build relationships with as many customers as possible in a short amount of time by speeding up the process of addressing difficulties. Customers are also prompted to assess their interactions with the online assistant and, if they like, to submit comments.

The chat assistant must know when to turn the discussion to encourage the consumer to make the purchase while the customer goes through a journey of learning what they need, what they want to buy, how they want to acquire it, and then taking action.

These final two marketing methods have been around for a while, but their significance grows with each passing year.

• Personalization

AI can also crunch enormous volumes of data using deep learning and machine vision. This is where AI meets app personalisation. Both the Google Play Store and the Apple App Store are overburdened with apps. According to Statista, the number of apps available on the Google Play Store and the Apple App Store in 2019 was 2.9 million and 1.84 million, respectively. If the first encounter isn’t satisfactory, most users will delete the programme. Even if an app passes that test, you must endeavour to guarantee that it is used so that it does not sit idle on the user’s phone.

It is becoming increasingly crucial for apps to give highly personalised and seamless experiences to their consumers. This distinguishes an app from the competition. After discussing app development, testing, promotion, and monetization, personalisation is one of the most effective strategies to ensure that your users enjoy their time with your app.

Apps using AI will, in fact, improve app speed. AI is currently considered a necessary component of app development by the majority of app developers. Customers nowadays want brands to appreciate their collaboration and to provide unwavering support in order for them to have a positive experience. Customers expect relevant, targeted, and highly tailored solutions, and these expectations are only rising. 

• Influencer marketing

According to Tomoson data, influencer marketing overtook organic search, paid search, and email marketing as the fastest-growing client acquisition channel. It was also the least expensive.

“With the top 13% earning $20 or more Influencer marketing generates a profit of $6.50 for every $1 spent. A whopping 70% earn $2 or more each hour, with the rest either breaking even or failing to make a profit “”Establishment,” adds Tomoson.

Influencer marketing was also found to result in an improved quality of customers for 51% of businesses. Though this can be costly, especially if you want to work with high-quality influencers. Do your background check and pick the finest option for your budget.

Virtual Reality was mentioned by nearly 40% of sales and marketing executives when asked which technology would benefit the customer experience the most. Artificial Intelligence, according to 34% of respondents, will be the biggest game-changer. To better serve clients, 78 percent of brands say they have already deployed or plan to implement artificial intelligence and virtual reality by 2020 (Oracle, 2016).

We are far ahead of the forefront of a technological revolution. We can see how artificial intelligence and virtual reality are transforming customer experience, allowing firms to better cater to digital customers who are increasingly preferring self-service to human connection.

Brand-customer relationships have reached a tipping point, and all signals point to a new technological revolution that will transform the customer experience once more.

Customers have expressed a strong preference for online and mobile commerce. It is now up to businesses to determine whether they want to move away from face-to-face contacts and into a world of smart, computerised self-service.

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