The landscape of digital marketing is ever-evolving, perennially influenced by advancements in technology, changes in consumer behaviour, and shifts in algorithmic trends. This has major implications for local businesses, who now have access to a robust array of tools and tactics to reach their target audience. In this post, we take a closer look at some of these emerging technologies and discuss their impact on small and local businesses.
AI and Machine Learning in Digital Marketing
Artificial Intelligence (AI) and Machine Learning (ML) are potent forces in today’s digital marketing world. These technologies enable businesses to amass and analyze a large quantity of data to understand consumer trends, deliver personalized content, predict customer behavior, and automate processes.
For local businesses, AI and ML open up a world of opportunity for targeting and customization. By leveraging AI, they can optimize their campaigns in real-time, tailoring their marketing messages to meet specific customer profiles accurately.
Voice Search and Local SEO
With the proliferation of voice assistants like Amazon’s Alexa, Google’s Assistant, and Apple’s Siri, voice search is fast becoming a dominant mode of online interaction. This trend impacts local search significantly, as people often use voice search to inquire about local businesses or services in their vicinity.
In response, local businesses need to optimize their sites and content for voice search by incorporating conversational phrases and long-tail keywords and ensuring they provide accurate and updated information in local business directories.
Social Media Stories
Social media platforms like Instagram, Snapchat, and Facebook have popularized the ‘Stories’ format—a short, engaging piece of content that disappears after 24 hours. This format allows businesses to share real-time updates, behind-the-scenes looks, and more, which effectively humanize the brand and engage their local audience.
For local businesses, taking advantage of the Stories feature can increase brand visibility, drive customer engagement and reinforce community ties.
Businesses worldwide are adopting Chatbots for customer service, and this tool has proven very useful for providing immediate responses and 24/7 support. By employing chatbots, local businesses not only enhance customer experience but can also gather valuable data on customer queries and preferences.
Augmented Reality (AR)
AR holds boundless potential for enhancing customer experiences. Companies like IKEA and Sephora are already leveraging AR to let customers ‘try on’ products virtually. For local businesses, AR can offer innovative ways to showcase products or services, improve customer engagement, and stand out in the market.
In conclusion, emerging technologies are continuously transforming the digital marketing landscape, offering endless opportunities for local businesses to optimize their marketing strategies, engage their target audience, and stay competitive. However, it’s crucial for these businesses to keep up with these trends and adapt their marketing efforts accordingly to effectively harness the power of these technologies.