New algorithms, AI tools, and changing search engine ranking factors; just an average day in digital marketing, right? Often, the job of a digital marketer or any content manager is a thankless task, one that’s often questioned about what they’re doing, what the return on investment (ROI) is, and the need to show immediate results to others in the business – when all of that simply isn’t possible.
Emerging technology is transforming how digital marketers across B2B tech reach and engage with their target audiences or industry, offering various opportunities to enhance ROI, leverage additional resources, and optimise campaign management.
Grab your bambrew and settle in for a blog that explores some of the most promising emerging technologies in digital marketing and delves into their potential impact on pay-per-click (PPC) advertising and SEO.
What emerging technologies are available to digital marketers?
Demonstrating clear ROI has always been a pinch point for digital marketers. SEO campaigns tend to take a long time by C-level executive standards to generate results – tricky when you have a pushy stakeholder, and PPC can be fickle, requiring A/B testing and constant optimisation.
It’s important to remember that the list of technologies below isn’t exhaustive, and with new technology constantly being brought to market, it’s important to do your homework about what’s available.
Artificial Intelligence (AI)
Maybe you’re wearisome hearing about AI all the time – many business leaders and marketers are. It seems you can’t scroll through your LinkedIn feed without it populating at least 80% of your feed. While you may be tired of hearing about it, there’s a reason everyone is talking about AI.
But – how can AI help digital marketers today? You won’t find us touting the benefits of ChatGPT in this blog. The application is unrefined and without governance and oversight, the ethics of its use are impractical at best – we explain this in our Responsible AI Charter. Whilst we don’t suggest ChatGPT’s use in marketing, there are other AI tools available that are revolutionising this marketing channel.
AI can help us by automating repetitive tasks and analysing large data sets. These tools can help optimise ad targeting, identify high-value leads, and predict customer behaviour – leading to improved (and measurable) ROI.
Augmented Reality (AR) and Virtual Reality (VR)
Not just for the realms of video games and engineering, AR and VR are helping digital marketers create immersive experiences that captivate audiences, build brand recognition, and drive engagement.
One of the most successful use cases of a global brand using mixed reality in marketing is Volvo’s VR Test Drive campaign. This technology was not only used to provide potential customers with virtual test drives but also helped the design and engineering departments fine-tune cars before they’d even made it to the manufacturing stage.
Another example of a brand using VR/AR as part of its marketing strategy was Oreo. Using virtual reality, the global cookie manufacturer brought to life its ‘Wonder Vault’. Using a Google Cardboard headset, users were taken into a Candyland-esque reality that Oreo announced earlier in the year.
Did it make more people buy Oreos? Maybe not, but it increased engagement and was a memorable user experience.
Emerging technology – Digital marketing tools
Emerging concepts like AI, VR and AR aren’t the only new technologies available. New tools are being developed every day. These tools offer digital marketers access to additional resources, expanding their capabilities and reach. Here are some of the most notable examples:
Social media listening tools
Social media marketers (SMMs) often get the short end of the stick. Most stakeholders think all they do is sit on Facebook, Instagram or LinkedIn scrolling through feeds all day and liking posts – but it’s so much more than that.
Social media listening tools are a diamond in the rough. They enable SMMs to monitor online conversations about their brand and industry, identify trends, and gather valuable customer insights that feed into other marketing channels and even sales. These insights can inform larger marketing strategies, product development, and customer service initiatives.
Data visualisation tools
We work with tons of data. From social media analytics to website analytics and everything in between. Data visualisation tools help transform complex data into easily understandable charts, graphs, and infographics. This enables marketers to gain actionable insights from data and communicate them effectively to stakeholders.
Create time efficiency with cutting-edge solutions
If there’s one resource we can never have enough of, it’s time. Creating efficiency is critical for getting everything you want done. Emerging technologies are helping marketing teams streamline workflows and optimise time management. Let’s explore a few examples of where we can save time and improve productivity:
Marketing automation platforms
Marketing automation platforms make business as usual (BAU) tasks, such as email marketing, social media scheduling, and lead nurturing, effortless.
They can enhance collaboration by providing a centralised location for managing campaigns and sharing insights and data. The efficiency created by marketing automation platforms frees up time the team can use on more strategic initiatives, such as developing creative campaigns or analysing data for optimisation.
They also improve targeting and personalisation by helping segment target audiences and delivering personalised messages to the right people at the right time. This can lead to increased customer engagement and satisfaction.
If set up properly with brand voice and messaging, chatbots can be a real success for companies that receive dozens, if not hundreds, of customer messages online. They can provide real-time customer support, answer frequently asked questions, and qualify leads, reducing the burden on marketing, customer service and sales teams.
Many of the world’s top brands have jumped on the chatbot train, including:
For some companies, the human touch will always be more relevant, but the option to choose is appealing to many marketers.
Predictive analytics tools
Predictive analytics tools empower digital marketers to make data-driven decisions, optimise campaigns, and help the wider team improve customer engagement.
These tools harness the power of historical data, statistical algorithms, and machine learning techniques to predict future trends and customer behaviour.
So, what does this mean? Using predictive analytics offers marketing teams several benefits, including:
- Improved targeting and segmentation – Predictive analytics allow marketers to segment their audience into specific groups based on their likelihood to respond to specific campaigns or purchase particular products.
- Enhance campaign performance and ROI – Forecasting the potential outcome of marketing campaigns allows marketers to optimise their strategies and allocate resources more effectively – leading to improved performance, increased conversions and higher ROI.
- Prevent churn – By analysing customer data and identifying patterns, predictive analytics can anticipate customer behaviour, such as product preferences and potential churn. It enables teams to engage with customers proactively, offer tailored recommendations and prevent churn before it occurs.
Improving PPC and SEO with emerging technologies
PPC and SEO are full-time jobs of analysis, optimisation, competitor analysis, budgeting and on and on. Emerging technologies are playing a significant role in transforming these once dark arts by enabling marketing teams to achieve greater efficiency, personalisation, and effectiveness in their campaigns.
The following emerging technologies are enhancing PPC and SEO strategies (and making them far more effective):
AI and machine learning
At the forefront of almost every industry, AI and machine learning provide powerful tools for data analysis, automation, and optimisation. They enable advertisers to:
- Automate bidding – AI algorithms analyse vast amounts of data to determine optimal bid amounts for keywords, audiences, and ad placements, maximising ROI and reducing manual effort.
- Personalisation – AI can analyse user behaviour and preferences to deliver personalised ad experiences – far beyond remarketing.
- Use predictive analytics – Machine learning models can analyse historical data to identify patterns and predict future trends. It allows advertisers to adjust campaigns proactively and target the most promising opportunities.
Voice search optimisation
With the growing popularity of voice search and voice assistants like Amazon’s Alexa and Google Home, optimising PPC campaigns for voice queries is becoming increasingly important. Advertisers can leverage natural language processing (NLP) and conversational AI to:
- Target voice search keywords – Users search using voice differently than they would on a PC or mobile device. Identify and target those keywords, ensuring ads are displayed for relevant voice queries.
- Optimise ad content for voice – This means short, sharp, conversational copy easily understood in spoken form. It makes ads more effective for voice search results. Think of how standard PPC ads would sound if Alexa read them out to you – like nonsense all jumbled together! It has to make sense.
Almost everyone in the world is tied to their smartphone. With such widespread use, location-based targeting has become a powerful tool for PPC advertising. By leveraging geolocation data, organisations can:
- Target local audiences – Deliver ads to local audiences based on their current location, promoting nearby stores, events, or offers.
- Geofencing – Create virtual boundaries around specific locations, targeting users within those areas, such as targeting ads to people near a shop or event venue.
These emerging technologies are revolutionising how advertisers use PPC to reach their target audiences. Sending the right message at the right time results in more effective, personalised campaigns that drive better results.
Get digital help from Team Bamboo’s experts
Whether you’re unsure about digital and how it can help change your business for the better or you don’t have the time to do the legwork to make real, tangible changes, we’re here to help.
With over a decade of experience and two decades in wider marketing disciplines, Team Bamboo’s digital team stays up to date on the latest Google algorithm changes, SEO best practices and the future of digital marketing.
Contact us to discuss your requirements or learn more about the service we offer.