Disruption in Technology & Digital Trends in the Marketing Landscape

Based in Mumbai, Maddie is an entrepreneur, communications expert and passionate PR Strategist. He founded Glad U Came, a PR firm following a five year stint across various prestigious PR agencies.

Digital disruption refers to the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services. The rapid increase in the use of mobile devices for personal use and work caused a shift; sometimes referred to as the consumerization of IT, has increased the potential for digital disruption across many industries.

In simple words, disruption in technology happens when innovation in the digital landscape occurs like Big Data, Machine Learning, Artificial Intelligence etc. This innovation affects how customer expectations and behaviors evolve, causing organizations to reevaluate how they create products and services, strategize their marketing plan or communication approach and generate feedback.

Importance of Digital Disruption & Upcoming Digital Trends
Digital description is bound to happen! For an organisation, it is important to embrace digital disruption in order to gain a competitive advantage. When an industry experiences digital disruption, it typically signals that consumer needs are shifting. Thus, by understanding the disruption allows companies to keep existing customers satisfied as well as build ways for gaining new customers. It gives you an insight on changing human behaviour and how trends may occur and impact consumers over time.

We are a society driven by digital technology. The rise of digital marketing has an incredible influence on people’s interactions, work, purchases and life habits. As such, companies today need to have a firm grasp on how to utilize the digital universe to maximize their brand awareness and impact. Social media acts as an important communication tool that allows businesses to interact with their target audience, providing a channel to promote products, services and valuable messages.

Considering the above information, here are some digital trends that will help you shape your marketing strategies.

Marketing Automation
Using rule-based personalization and automation, companies will improve the timing and relevance of the emails they send to prospects and customers. Marketing automation techniques revolve around a series of rules. Once triggered, a rule initiates an interaction with a lead or customer. A practical approach is to use machine learning that can run through multiple consumer data points and establish the best time to make contact.

Artificial Intelligence (AI)
AI technologies may be the future of work, because they enable companies to collect data, analyze it, and apply it in the right place at the right time. There is enormous potential for increasing sales and reaching new customers with AI by enabling businesses to make informed data-driven decisions and improve personalization.

ChatbotsChatbox is artificial intelligence (AI) software that acts as a virtual "concierge," communicating with users and assisting them in completing their goals. Chatbots interact with humans in a natural way, primarily through the use of text chat windows, but verbal interactions are also possible. Over time, as the system collects more data insights, the AI learns more about the customers, making it possible to offer a continuously-improving service. According to some recent surveys, Chatbox will power 85% of customer service. This 24-hour available services will continue to be an important part of digital marketing.

Programmatic Advertising
Programmatic advertising is the changing face of digital advertising. It refers to a process of automating the buying and selling of ad inventory in real-time through an automated bidding system that means using AI. Programmatic advertising enables brands or agencies to purchase ad impressions on publisher sites or apps within milliseconds through a sophisticated ecosystem. This automation is much more efficient and fast, in other words, high conversations and lower customer acquisition costs.

Video Marketing
If your business is not yet using video marketing that it’s time you get on board. Text-based connect just can’t compete with the power of video especially when it comes to selling a product or service. Video marketing is likely to be one of the trends for the next 5-10 years. Video marketing is highly-engaging, especially if it's live video. Live streaming is a powerful method of digital marketing when combined with influencer marketing.

Visual Search
Unlike typing on Google, you can now get information about a product or service by uploading an image and get information about an item just from a picture. If they’re uploading an animal photo, the search returns species information, while a landmark image will return historical data. When a user searches a product, it returns similar products and where to buy them. Google Lens, Pinterest Lens, and related search tools turn a user’s camera into a search bar. Businesses can leverage visual search by adding high-quality images, descriptive keywords, and more to benefit the boost search results.