Innovations in Digital Advertising

Digital marketing is always evolving. Over the years, we have seen social media, content marketing, email marketing, SEO (Search Engine Optimization), Google PPC (Pay Per Click), video marketing, podcasts, and so many other activities with varied levels of success. Marketers are always trying new things to reach out to their customers and make their campaigns more effective. They are trying various approaches to reach out to the target audience, which is why we see many new technologies and creative ideas. 

Even now, marketers are working on different new ideas and we can certainly expect many more innovations in the future. Here’s a look at some of the top innovations of 2024 and beyond.

1.      Influencer Marketing

There is some degree of influencer marketing in social media already. In the future, we are sure to see many more such influencers on different social media platforms. They will play a key role in directing the target audience to your products or service. You can easily gain consumer trust when an influencer promotes your business. This makes it easy to sell.

Even a decade back, most of the influencers used to be celebrities. But now, there are so many others. There are – 

  • Mega influencers with more than a million followers
  • Macro influencers with 100k to 1 million followers
  • Micro influencers with 10k to 100k followers
  • Nano influencers who have less than 10k followers

There are also influencers for different industries. The nano influencers are increasingly becoming more important as they work on a small scale and dedicate more effort and time to the partnership. They offer tailor-made content for the brand. They are good for local businesses that want to target a specific community and small businesses that have a limited budget.

2.      Voice Search Marketing

Google is saying that 20% of the queries are already from voice searches. 55% of the teenagers are using voice search daily. This trend is going to become more profound in the next few years.

Google is also saying that its voice search is 95% accurate. This means, marketers need to optimize the content for voice to ensure that the services and products will be found when a voice search is made. Google has already introduced a new feature allowing businesses to create voice search advertisements.

3.      Artificial Intelligence

AI is changing digital marketing and providing new opportunities. AI is already being used for keyword research, content creation, chatbots, and to analyze the effectiveness of marketing. AI works as per the algorithm and collects data to improve different factors and make marketing more effective. AI can also respond to customers more effectively and solve complex issues.

Starbucks, Netflix, and Amazon are already using artificial intelligence to process transactions and offer movie and product recommendations. The role of AI is sure to increase over the next decade. At Panda Media, you will get more insights on how AI is influencing digital advertising.

4.      AR and VR

Virtual Reality (AP) and Augmented Reality (AR) are new innovations, thanks to higher data processing speeds and inter-connected devices.there are big opportunities for marketers due to the increase in quality of VR and AR and better accessibility of these technologies. For example, research conducted by Shopify tells us that AR can improve ecommerce conversion rate by 40%.

5.      Conversion Optimization

Digital advertising is gradually moving away from A/B Split Testing to Multivariate Testing to find new ways to boost the web conversion rate. In an A/B test, only two variables of a factor can be tested, such as two different Headlines or text like “Buy Now” or “Click Here to Shop”.

The truth is, several factors are at play that determine the conversion of a page and often they work together. A few examples can be the headline, beginning of the sales copy, up sell/cross sell, price, background color, placement of the buy button and so many others. Multivariate allows the marketer to test different combinations of the factors to determine the one that works the best.

6.      Podcasts, Streaming, Short-Form Videos

The preference of content format varies by age. However, some trends, like videos, are popular with everyone. YouTube streams more than a billion hours of video every day. Short-form video is expected to lead in the future. There are so many of them on YouTube, Instagram, Facebook, and TikTok.

The increasing popularity of podcasts and OTT platforms along with short-form video are also relevant for today’s advertisers. By the end of 2024, the OTT video market is expected to be worth $325.4 billion. Traffic to the top advertisers has grown by almost 59% in the last two years.

7.      Social Selling

Social media traffic is growing exponentially. According to data published by Semrush, there has been a 65% year-on-year growth in 2023. The social channels are now meeting different needs of the consumers, which is giving the advertisers new opportunities. They can leverage the channels for marketing and to increase sales. Experts are saying that 110 million people in the US alone will make purchases on social media platforms.

8.      Personalization

Personalization can help a business connect with the target audience. A business can address customers with their names and offer services/products that they are actually interested in. Personalization is always more appealing. Increasingly, there is little interest for generic advertising.

Many businesses are personalizing their campaigns like Coca-Cola, Amazon, Snapchat, and Target. Amazon, for example, is recommending products specific to the interest of customers.

Advertising is always changing, especially in the digital world, driven by consumer expectations and technological advances. The business of today and of the future needs to stay ahead of the competition by exploring and implementing technology and innovative ideas.


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