Every year there are new trends in digital marketing that are based on changing demographics, new technology, and the innovative use of older programs or methods. While your law firm does not have to follow every new trend, it does pay to stay aware of them. This is because you might find them useful for your practice or your competition might be using the new trends and benefitting from them.
Some of the trends have been in place for years while others have only recently emerged. Here are the top digital marketing trends that may help you reach new customers.
The rise of smartphones has been noted for several years. What makes it different is the expansion into Asia markets which opens new frontiers for businesses in the US and Europe. Also, the usage of smartphones has increased to well over 50% of all searches on the web. For firms that want to expand their customer base, responsive website design is a must as computer and laptop searches have dropped considerably over the past few years.
Optimizing the Mobile Marketing Experience
While many businesses use responsive website designs, the current trend is to optimize the mobile experience by adaptive designs that differ depending on the device used. This is due in part to Google reducing the rankings of sites that employ pop-ups on smartphones. The change means that businesses will still have to figure out how to use the right mobile strategies to reach new customers. However, greater amounts of data are being mined which will provide more information to optimize the experience for mobile users and improve marketing prospects for businesses.
Greater Use of Artificial Intelligence
The rise of A.I. with products such as Siri, Watson, and Cortana has already penetrated the internet. The Bot Messenger for Facebook is yet another addition to artificial intelligence that is spreading quickly. The I/O 2016 from Google is an assistance service built around A.I. that signals the growing trend of replacing human interaction with computers armed with artificial intelligence that is labor-saving and efficient for most instances of query communication.
Rise of Messaging Apps
There is a growing trend among consumers to communicate with each other outside of normal social media channels. This is leading to the rise of messaging apps which more people are using to converse as opposed to places like Twitter, Facebook, and other social media sites. Currently, the trend is using free messaging apps, and this provides opportunities for businesses to use messaging services.
Automation & Programmatic Marketing Clouds on the Rise
The use of artificial intelligence and predictive analytics are being used by cloud vendors that market their service to the internet community. The rise of Martech which uses these attributes will only grow stronger in 2017. Marketing cloud solutions will incorporate new data from customers from different sources to paint a complete picture of future marketing trends. The result will be a more automated approach to marketing that uses collected data and predictive analytics to provide a guide to the top digital marketing trends of the future.