10 Technology Trends That Will Change Digital Marketing in 2021 (P.2)
We bet that many of you are landing here from the Part 1. As promised, we keep discussing some outstanding technological achievements that will significantly help plan and deliver digital marketing campaigns for your potential customers. Stay updated!
#6 Headless Commerce
Traditionally, ecommerce solutions have always screwed tightly with their front-end, known as the "head." Suppose the front-end developers need to change the banner's display; they have to carefully edit the database and codes without voiding a warranty or conflicting with any future upgrades. This process takes much time and effort! Headless commerce tells a different story. This is a newborn ecommerce solution that allows storing, managing, and delivering information to customers by calling RESTful APIs in a cloud-based infrastructure rather than modifying the database.
Does it has anything to do with digital marketing?
First of all, headless technologies make it possible to separate the "presenting layer" (the front-end) from the layer (the back end) and create a favored front-end of contents, products, payment gateways, etc., more flexibly and proactively.
Secondly, it is about omnichannel marketing. Headless ecommerce allows creating multiple front-end displays for each channel; meanwhile, all databases are managed in one backend panel.
With these two outstanding benefits, headless ecommerce makes it possible to deliver a hyper-personalized experience mentioned earlier in Part 1.
#7 Artificial Intelligence (AI) & Machine Learning (ML)
AI and ML have changed how people will collect and digest information, meaning both consumers and sellers will benefit from these technologies. Take Amazon - the well-known brand that successfully adopts AI and ML learning systems, for instance. This giant has continuously upgraded its Amazon Web Services (AWS) to apply AI and ML on its product pages. To be exact, Amazon increases sales by displaying real-time personalized recommendations with the support of the entire ML pipeline, data, best algorithms, and optimizations from previous searches, views, and purchases. That way, an existing customer is likely to become a repeat one.
This sets an example of how AI and ML can help with digital marketing in:
Recognizing and analyzing collections of customer information;
Combining with the advanced Augmented Reality (AR) and Virtual Reality (VR) to leverage the consuming experience;
Applying an AI chatbot to deliver "one-to-many" conversations with customers;
Sending email marketing to the right people at the right time and with the right engaging content;
Collecting data across social channels and platforms to show relevant advertising, etc.
#8 3D Product Images
As we just mentioned the AR experience above, we also want to introduce digital markers to a noticeably relevant trend in 2021. It is a 3D product image! Obviously, an image in three dimensions illustrates your product far better than the flat 2D image. Customers now can turn the product around and zoom in to any ratio to see its details. They can even apply the item to any place, using some software. It is a kind of try-on feature to build trust in consumers and drive them to final purchases. 3D images are supposed to be SEO-friendly as well, thanks to loads of relevant images inside. As a result, you can expect the top positions on the search result pages - particularly when online buyers now use more visual searches.
#9 User-Generated Content
People say that an image costs a thousand words. Images from your consumers, called user-generated content (UGC), are a rich source of content for your marketing efforts. Why does UGC sell better than traditional advertisements? - Such content belongs to users of the business who are not paid by the business. As a result, the content is honest, authentic, and very helpful. It ranges from reviews, images to social channel posts.
Let customers join your very next digital marketing by delivering them the best products and services and encouraging them to share their experiences online. This process is a give-and-take, so consider giving incentives for users in return. For example, My Livia - a small business, will give a coupon code for those leaving text reviews and even a 6-month service for free refills. Who doesn't like such a gift?
Especially, combined with Visual Search mentioned in Part 1, UGC can generate huge number of leads to your e-commerce site.
#10 Programmatic Advertising
When it comes to user acquisition in 2021, pay attention to programmatic advertising rather than the traditional one. What's new? Like what you do with Google display ads, programmatic ads work on auction basic to reach a specific online audience. However, the main difference is that programmatic advertising uses intelligent software to buy ads displayed automatically on channels and platforms with optimized cost and effectiveness. For that reason, programmatic advertising is often costly and harder to manage.
To make it up for this, programmatic ads feature more creative potential formats apart from images such as videos, native and social apps, voices, televisions, digital-out-of-home, etc. It exactly fits the rise in visual search and voice search on the end of online consumers.
Promising as it might be, programmatic advertising still requires a specific involvement of experienced and well-trained human resources to keep eyes and ears on the cost and advertising targets.
There are new many technologies matured enough for adoption in 2021. However, we already introduced you to the five most noticeable ones. Besides some overview knowledge as above, you had better further investigate each trend and get a plan to adopt them for your business. All in all, those who can keep up with technological trends will stay far ahead of their competitors!