Though Digital Marketing is a broad term in itself but includes different services with individual weight, hence, just by conveying that the ‘company is working on Digital marketing strategies’ is not enough as services in different categories such as content marketing, estimated as 20.3% which is equivalent to another service as big data, marketing automation, mobile marketing, social media marketing, conversion rate optimisation, internet of things, search engine optimisation, paid search , and others.
The technical details behind every service start with big data that covers market with customer insight and predictive analytics moving on to content marketing communities with branded niche or vertical communities, conversion rate optimisation with improvement in website experience, display banners on publishers, ad networks social media including retargeting and programmatic, Internet of Things used for marketing applications, marketing automation that includes customer relationship manager (CRM), behavioral e-mail marketing and web personalization, mobile marketing that involves mobile advertising, site development and applications, paid search marketing such as Google Adwords, pay per click etc with online PR including influencer outreach, partnerships with affiliate and co-marketing along with search engine optimisation generating organic search, and social media marketing that includes social media optimization and campaigns.
The trends in content marketing can be very well explained by studying the relationship of content sophistication and time. The journey starts with the creation of web pages that forms the foundation of digital content marketing moving on to the rich content that includes video, infographics, responsive web, and HTML5.
Stepping further to personalisation the content will be substituted dynamically based on the profile of visitor. Once the profile gets registered, the next and final stage that comes will be marketing apps that include interactive experiences with programmatic flow and logic.
Big Data throws light on market and customer insight that does predictive analysis of the increase in volume, real-time data and data formats at increasing rate. The third-factor marketing automation is generally rated on the terms of usage. It starts with level zero where the person is not using marketing automation to undergo Market analysis which constitutes 18% of all Digital Marketing Agencies.
With level one that is a basic level, when not much of the marketing components will be used for this purpose which forms 18% of the features.
Level II gives a moderate level that uses core features of automation.
When moving on to level III the agency reaches an intermediate level constituting 23% of the features that need to build capabilities. When the level of automation achieves a ‘good’ status it means that the Digital Marketing Agency uses the majority of features but the only need is to optimize them. Once these features will be optimized the agencies will start achieving best results by achieving a high level of automation.
With all the other Digital experiences including integrated planning, multi-channel analytics and e-mail marketing on mobile, desktop and in-store the Digital Marketing trends will flourish for the upcoming years.