Digital marketing is dynamic as opposed to static. In plain terms, this means digital marketing is constantly changing rather than remaining still. If you don’t keep your finger on the pulse of the inbound marketing industry, you’ll fall behind and be at a significant competitive disadvantage. Let’s take a quick look at the latest developments in digital marketing.
Visual Search
It is no longer necessary to type words into Google’s search engine to conduct an online search. Nor is it necessary to verbalize search terms with an audible search. Thanks to technological innovation, it is now possible to search the web by image. Google users are empowered to upload an image and obtain information about it in a matter of seconds. As an example, if a Google sleuth uploads a picture of a Bernese Mountain Dog puppy, the search engine will provide information about that specific dog breed. Alternatively, if a sleuth uploads an image of a historical building, the search engine will generate historical data in response to the query.
Google’s visual search technology is even advanced to the point that it provides information about where to buy products after users request search results when uploading images of similar items. In short, Google’s Lens technology along with Pinterest lens and other similar search tools essentially transform smartphone cameras and digital cameras into sleuthing devices. Businesses and marketers can take advantage of visual searches by incorporating high-quality images with descriptive tags including keywords.
It is also logical to implement image searches into website online inventories and place ads on Pinterest as well as Google for maximum exposure. Pinterest makes no secret of the fact that businesses that advertise on its popular social media platform are favored with enhanced search results.
The addition of an image sitemap to boost the chances of image discovery when sleuths search Google and other search engines will also help boost visual search prominence. Even the use of alternative text to images in the form of Alt tags and the use of highly descriptive filenames for individual images prior to uploading will also help in the quest to win the SEO battle.
Featured Snippet No-Click Searching
Most people search Google and other search engines for a string of words, review the first page or two of results and click the links that look the most informative. However, as time progresses, more web sleuths are referring to featured snippets for information rather than clicking several links in the search engine results pages (SERPs). Featured snippets are the short paragraphs at the top of search engine results pages.
Featured snippets sometimes contain an image along with the requested information presented in box form, presenting a succinct answer to the searcher’s query. Those who rely on featured snippets for information conduct no-click searches. However, if your featured snippet is intriguing enough, web sleuths will be motivated to click the associated link and spend time on your page.
Shoppable Social Media Content
Inbound marketing has quickly advanced to the point that it is now possible for online content including social media posts to be shoppable. In plain English, this means social media followers and page visitors can directly purchase items from brands’ social media pages without moving through several steps or being subjected to ads.
Social media is becoming a shopping marketplace in and of itself. Feature a specific product or tag for your followers to see and they’ll be able to seamlessly transition to buying it without straying from the social media post. From Facebook (now known as Meta) to Pinterest, Instagram and beyond, social media platforms are making it easy for brands to list shoppable posts. Native integration facilitates the tagging of specific products and the purchase of those products from within social media posts.
Interactive Content is all the Rage
The days of passively consuming online content are fading away. The addition of interactive sections to a website makes the experience that much more immersive. Immersed and deeply engaged online visitors are motivated to learn more about the business’s value offerings and also that much more likely to return to the site in the future. Examples of interactive online content for websites include calculators, quizzes, surveys, polls and contests.
Gamification has Spilled Into the Mainstream of Digital Marketing
Gamification is one of the hottest digital marketing trends. Gamification is exactly as it sounds, meaning it incorporates competitive gaming features directly into websites. The gamification of a site makes the browsing experience that much more engaging, enjoyable and possibly even addictive.
Though gamifying a website certainly takes some time and effort, it is worth it. Implement games within ads, weave in games for discounts, incorporate prizes for return visits to the site and add scavenger hunts along with other fun game-like elements and you’ll boost customers’ awareness of your brand. Gamification also builds momentum to significantly boost loyalty and sales in the short-term and also the long-term.
