Digital Marketing Trends

WHAT IS DIGITAL MARKETING?
Digital marketing is term for the marketing of products or
services using digital technologies like mobile , tablets, online
marketing, social media marketing, etc.
In simplistic terms, digital marketing is the promotion of
products or brands via one or more forms of electronic media.

EFFECTS OF DIGITAL MEDIA
Through digital media consumers have access to information
any time and any place they want it.
Digital media is an ever-growing source of entertainment, news,
shopping and social interaction, and consumers are now exposed
not just to what your company says about your brand, but what
the media, friends, relatives, peers, etc., are saying as well.

BENEFITS OF DIGITAL MARKETING
1.Level playing field: Any business can compete with any competitor
regardless of size with a solid digital marketing strategy.
2.Reduced cost: Your business can develop its online marketing strategy for
very little cost.
3.Real time analysis: You can see in real time what is or is not working for your
business.
4.Refinement of your strategy: Refine your strategy at any point in time
and see any improvements or opportunities for further refinement
almost instantaneously.

4.Brand Development: A well maintained website with quality content targeting
the needs and adding value to your target audience can provide significant value
to brand.
6.Far greater exposure: Your business can be seen anywhere in the world from
one marketing campaign.
7.Not Intrusive: Online people get the choice to opt in or out of communications
and often it is relevant because they were the ones searching for it in the first
place.
BENEFITS OF DIGITAL MARKETING

IT’S NOT SLOWING DOWN (BY 2020, 5B
SMARTPHONES)

DIGITAL MARKETING TRENDS
• The Big 3
• Marketing Personalization
• Content Marketing
• Artificial Intelligence
• Chatbot’s
• Video Marketing
• Influencer Marketing
• Micro Moments
• Voice Search & Smart Speakers
• Augmented and Virtual Reality Marketing
• Social Media Stories
• Geo Fencing

THE BIG 3
I know who you are . . .
I know what you’re
looking for . . .
I know what you bought and
what you’ll buy next.

THE BIG 3
Expected Amazon Advertising
Revenue in 2019:
$7 BILLION
Facebook and Google
represent two-thirds of
digital advertising revenue
and almost 100% of the
growth.

MARKETING PERSONALIZATION
In the year 2019, you would have to do something to personalize your marketing such
that you get noticed in the long run. This you can do by personalizing products, emails,
and even content.
Now, you will have more access to data, such as consumer behavior, purchase history
and the links they clicked. This will help you to customize content based on their
preferences. Personalization is the key to your customer’s heart.
56%
of consumers are more likely to
shop with a good personalized
experience.
40%
of consumers buy more from
retailers who personalize.
76%
of consumers will share personal
information for a better experience.

• Personalization reduces acquisition costs by 50% and lifts sales by 15%
• 78% of users said personally relevant content from brands increases purchase
intent.

CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer action.
Why focus on content marketing?
72%
of marketers sayrelevant content is the
most effective SEOtactic.
82%
of consumers feel more positive about a
company after seeing custom content.

CONTENT MARKETING
78%
say a company’s
social media posts
influence their
purchases
73%
are likely to buy
from a brand that
responds on social
media
Impact of Social Media
84%
of social media
users share to
show their support
for a cause

CONTENT MARKETING
Visual Content Matters

ARTIFICIAL INTELLIGENCE
Artificial intelligence has been the buzzword these days. It is being implemented to
make our jobs easier. With AI, you can now analyze the search patterns of your
consumers, their behavior, and then utilize the data available across the different
social media networks, along with blog posts, and then implement these to help
businesses realize and work on how users and customers reach their products or
services.
With AI, you can now directly get in touch with users and initiate conversations like
these help in building an emotional bond by offering them with the essential
information and tips. By the year 2020, around 25% of customer service would be
driven by chatbot technology. In the year 2019, we will witness the number of
businesses adopting AI to help save costs and speed up growth.

“We are now witnessing a new shift in computing: the
move from a mobile-first to an AI-first world. And as
before, it is forcing us to reimagine our products for a
world that allows a more natural, seamless way of
interacting with technology.”
Sundar Pichai, Google CEO
“These big trends are not that hard to spot (they get talked
and written about a lot), but they can be strangely hard for
large organizations to embrace. We’re in the middle of an
obvious one right now: machine learning and artificial
intelligence.”
Jeff Bezos, Amazon CEO
$40,000
$35,000
$30,000
$25,000
$20,000
$15,000
$10,000
$5,000
$-
2016 2020 2025
AI Revenue (in millions)
AI Revenue (in millions)

Artificial intelligence will soon be the driving
force behind many services, and currently
we’re already seeing it implemented in such
areas as:
• Customer service Chatbot's (25% of
customer service will use virtual assistant
technology by 2020, up from 2% in 2017)
• Basic communication
• Product recommendations
• Content creation
• Email personalization
• E-commerce transactions
Businesses adopting AI in 2019 will be able to
cut staffing costs and accelerate growth,
getting an edge over their competitors.

CHATBOT’S
Chatbot’s will continue to be an important part of digital marketing in 2019. This AI-based technology
uses instant messaging to chat in real-time, day or night, with your customers or site visitors.
Surveys show that:
• 63% of respondents prefer messaging an online chatbot to communicate with a business or brand
• Chatbot’s will power 85% of customer service by 2020
• Top benefits of chatbot’s are 24-hour service (64%), instant responses to inquiries (55%) and
answers to simple questions (55%).
• By 2022, chatbot’s will help businesses save over $8 billion per annum
• 80% of businesses want chatbot’s by 2020
• 100,000 chatbots on Facebook Messenger take orders, give product guidance & gather
information.
Many brands already use chatbot technology including Uber whose chatbot communicates with
customers making it easy for them to hire cars via their mobile app, Facebook Messenger, Slack or
Google Maps.

VIDEO MARKETING
Video marketing is one of, if not the, most important marketing trend today and likely
for the next 5-10 years. These numbers show the importance of
incorporating video into your digital marketing strategy in 2019:
• 70% of consumers say that they have shared a brand’s video
• 72% of businesses say video has improved their conversion rate
• 52% of consumers say that watching product videos makes them more confident in
online purchase decisions
• 65% of executives visit the marketer’s website and 39% call a vendor after viewing
a video
• Video is by far the most popular way customers want to learn about new products
One of the most valuable benefits of implementing a video marketing campaign is that
it allows you to easily reformat your content.

Video is by far the most popular way customers want to learn about new products
VIDEO MARKETING

82% of all internet traffic will be video by 2021
88%
more time is spent on a
website with video, on
average.
85%
of Facebook videos
are watched without
sound.
300%
more inbound links are
created for blog posts
with video.
VIDEO MARKETING

some other video marketing trends that are gaining more and more traction:
• Live video is particularly popular with a large number of businesses who use it for interviews,
product demos and behind-the-scenes glimpses of the brand, such as life in the office, how
products are made, company events, etc.
• 1:1 video is when businesses or marketers create personalized video messages rather than
make phone calls or send emails. With the decreasing cost of film equipment and increasingly
high-quality smartphone cameras, this is easier than ever.
• Shoppable video content has become a super easy way to shorten the customer journey by
allowing people to buy products directly from a video or image. When someone hovers their
cursor over the image, a “shop now” button pops up and takes you to the product page.
• 360-degree video content, which allows for a more interactive experience, is on the rise – just
look for the circular symbol in the top left corner to start sliding the moving image left or right as
it’s playing
VIDEO MARKETING

INFLUENCER MARKETING
Influencer marketing is a type of word-of-mouth marketing that focuses on using key
leaders to drive your brand’s message to the larger market. Influencers can be well-
known celebrities, but more often they are Instagram or YouTube personalities with a
huge following who can help spread the word about your business or product through
their social channels.
Because influencer marketing is generally more authentic, 92% of people trust other
consumer recommendations over corporate advertising.
These influencers can be anyone, including celebrities, journalists or bloggers who can
carry your brand’s message for you through the various social media channels.
Influencer marketing is another tactic that is not going away anytime soon: A mediakix
study predicts that the ad spend for influencer marketing could reach $10 billion by
next year.

As more users are processing their online activities using their smartphones,
marketers continue to leverage micro-moments to attract their audience’s attention and
fulfill their instant decisions.
Whenever a customer searches for something, looks for a nearby store, wants to
finalize a task or makes a purchase, marketers can take advantage of these types of
micro-moments to create targeted content and advertising.
To take advantage of micro-moments in 2019, you need to be where consumers are
searching for information in the moment – or, as Google puts it, marketers have to “be
there, be useful, be quick.”
MICRO MOMENTS

To get the most out of micro-
moments, you should:
•Identify your consumers’ “I-
want-to-buy” moments
•Be there in these moments
of need
•Deliver relevant content
•Make it easy for them to
make a purchase
•Measure every moment that
matters
MICRO MOMENTS

VOICE SEARCH & SMART SPEAKERS
The increasing use of voice search has made it important for companies to rethink
their digital marketing strategies in 2019.
• 50% of all searches will be via voice by 2020
• 13% of all American homes owned a smart speaker in 2017, and is expected to
increase to 55% by 2022
• As of January 2018, there were an estimated one billion voice searches per month
• 25% of shoppers used voice assistants during their holiday shopping in 2017
• 72% of people who own voice-activated speakers say that their devices are used as
part of their daily routines
• Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today
• Global smart speaker shipments grew nearly 200% year-over-year in Q3 2018
reaching 22.7 million units in the quarter

Overall, people are expecting to be using voice search far more in the future:
Voice search plays an important role in providing all the relevant information people
are searching for through audio content. AI is getting smarter and the number of
errors made by voice assistants like Alexa, Siri and Google has reduced.

• Voice assistants hit an
error rate below 5%.
• Google had it’s Home AI
reading thousands of
romance novels to
improve it’s language
skills.

• 53% while driving
• 21% while doing another
activity
• 22% of queries are for
local content
• 50% of searches will be by
voice in 2020

AUGMENTED & VIRTUAL REALITY MARKETING
Gartner predicts that by 2022, 70%
of enterprises will be experimenting
with immersive technologies, and
25% will have deployed to
production.
While virtual reality (VR) makes a
lot of noise and gets everyone
excited with grand sci-fi ideas, AR is
much more implementable from a
marketing standpoint. Experts
predict that AR will continue to
outpace VR in terms of market
share:

SOCIAL MEDIA STORIES
First Snapchat came out with the concept of “My Story,”
then Instagram and Facebook stories were introduced, and then YouTube unveiled
their own story format: Reels.
Since these types of stories disappear after a set period of time, this is a great
opportunity for marketers to make good use of FOMO (fear of missing out).
The benefits of using social media stories include:
• Increased brand awareness
• Constant engagement with followers
• Cost-effectiveness
• Increased traffic to your web page
• Opportunity to reach younger audiences

Here’s a social media stories timeline:
SOCIAL MEDIA STORIES

GEO FENCING
While the idea of marketing to people based on their location is nothing new, we do
expect an increase in the use of geo-fencing – this market is set to grow to $2.2 billion
by 2023 – along with the rise of mobile use:

Geo-fencing allows real-time targeting based on a user’s location. A target area is
defined as , say, within a mile of a restaurant, and when a user enters or leaves this
area, they receive a push notification, text message or other form of marketing
communication.
Research shows that of people who open a push notification, 54% of users convert
from segmented push compared to only 15% for broadcast messages. And 52% of
users enable push messaging on their apps.
With help of geo-location Augmented reality will also effect digital market
GEO FENCING

CONTENT MARKETING
Lenovo is one of the largest manufacturer of computer hardware, namely desktop computers, laptops, and
related technology products.
Lenovo’s marketing team formulated a content marketing strategy to first create awareness and then build
trust among their target audience, which mainly comprises IT professionals. The aim was to help them make
informed buying decisions and to keep Lenovo at top-of-mind recall while making those decisions.
Campaign Objective
Create content to educate Lenovo’s target audience and distribute it across multiple channels.
Method and Execution
To execute its content marketing strategy, Lenovo developed a digital content hub called “Tech Revolution”
to deliver technical news and technology information to IT decision makers across Asia Pacific region.
They were able to successfully engage with their target audience through this content marketing hub. The
leads generated via Tech Revolution, were routed to their website, based on which sales executives were
able to readily connect with consumers.
LENOVO

CONTENT MARKETING
Results
The content marketing strategy of Lenovo was hugely successful in establishing the company as a thought
leader. The digital content hub had more than 250 articles with 34 million impressions, 308 link clicks, and
was visited by 1,70,000 new web users.
In terms of financials, $300 million in sales was attributable to this initiative alone.
LENOVO

AMAZON
Amazon’s recommendation algorithm consistently makes headlines for its strategic approach to
personalized marketing.
Continually being updated to create more tailored experiences, the tool suggests products not only to fit the
individual, but different aspects of their personality.
The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from
$9.9 billion during the same time the previous year.
Takeaway: Personalized marketing isn’t just a tactic for building brand trust. When done right, it
presents endless upsell opportunities for improved sales.

Always ridiculed for their poor food and catering services, the Indian Railways is all set to get a pretty AI
makeover. With the help of Artificial Intelligence, the Ministry of Railways is all set to transform its train
kitchens and pantries.
Apart from revamping the food menu, Indian Railways is also advocating use of environment-friendly and
biodegradable food containers. With the AI project already been kick-started at the IRCTC base, they have
installed around 16 HD cameras linked to monitors. These cameras would not only help detect pests in the
facility but also notify to the concerned authorities.
MINISTRY OF RAILWAYS

CHATBOT’S
The Problem
For Dream11, the onset of the Indian Premier League cricket season is the busiest month of the year. This
leads to increased customer support queries to the tune of typically 10x the normal traffic.
Handling this sudden seasonal spike is always a challenging situation for the 30 member customer support
team at Dream11. They needed a customer service solution that could handle the massive scale of incoming
requests, give instant responses without making anxious users wait and do all of this without an
unreasonable jump in expenditure during the IPL month.
Solution
Haptik deployed a Support Bot on the Dream11 website, Android and iOS apps.
The bot was trained on the frequently asked queries about the game, everything from rules to account
troubleshooting. The bot also seamlessly transferred any complex queries to Dream11's customer support
team, who used the Haptik agent chat dashboard to further resolve them.
Haptik's bot successfully answered 80% of the 1 million+ support queries received, with an average
resolution time of 32 seconds. The 30X increase in query volume was handled without any increase in the
customer support team size and personnel cost, delivering a 10X ROI for Dream11.
DREAM 11

VIDEO MARKETING
Vicks emphasized on #TouchOfCare. It showed how two souls not related by blood can still have a
relationship of love and care just by a touch of care. This short film was uploaded on March 2017 in YouTube
and has clocked over 9.9 Million+ views.
Video Link: https://www.youtube.com/watch?time_continue=1&v=7zeeVEKaDLM
VICKS: GENERATION OF CARE

INFLUENCER MARKETING
Objective
Promoting Ola’s new and improved Prime cab service that offered superior amenities such as free WiFi, best
rated drivers and premium vehicles in Bangalore.
Execution
Ola teamed up with celebrities to give their passengers one of the most memorable ride of their lives as
Milind Soman, Narain Karthikeyan and Abhish Mathew arrived in cabs booked by Ola Prime passengers.
Sparking interest among their audience and social media users, Ola banked on the popularity of these
influencers and successfully reached millions of people.
Results
Thrilled passengers, and Ola’s social media promotion around the activity led to a heightened number of Ola
Prime bookings and helped the company drive conversation around their new service. The number of
bookings too shot through the roof for Ola Prime.
OLA PRIME TIME

MICRO MOMENTS
GOALS
• Increase brand awareness amongst their target audience
• Create an innovative digital campaign that stands out in a competitive market
APPROACH
• Researched the target audience to determine the most popular YouTube channels by subscriber and
inventory growth
• Created 50 unique, hyper-targeted skippable ads that engaged viewers with humour and were relevant to
the YouTube content they were about to watch
• Used cards to enable visits directly from their videos
RESULTS
• A 13% increase in visitors to the website over an eight-week period
• 32% of viewers watched the entire 30 second ad (nearly double the usual rate)
• An 8% month-on-month rise in revenue
COUPON DUNIYA

A major player in the voice space, Domino’s first launched its skill on Amazon Echo back in 2017. With that
skill, users with Echo and Dot devices can interact with the pizza company’s “personality,” a character named
Dom, who responds to queries in fun ways. They can also place orders via voice, as long as they first set up
an Easy Order profile in the Domino’s app. More recently, Domino’s has invested in its own voice recognition
technology to take telephone orders coming into its brick-and-mortar locations.
DOMINO’S

The Challenge
Unskilled labourers not following safety precautions and getting injured in the construction site is one of the
major challenge faced by all construction companies including Larsen & Toubro (L&T). The losses (life, time
& material) are huge due to this.
On-site job training is an expensive & time-consuming exercise and traditional room type training using
video/pictures are not just doing the job in embedding the seriousness of safety. L&T was looking for a
solution that solves both – cheaper and at the same time very impactful.
The Solution
L&T considers the safety of its employees as its highest criteria. So what’s the solution to fix it?
L&T choose to partner n collaborate with one of the leading providers of Virtual Reality [VR] technology in the
world, InGage Technology to help them create real-time scenarios of VR Experience that will enable training
and educate safety features for workers very efficiently. The VR training has several real-life scenarios that in
turn takes the user through the experience meanwhile accessing their reaction, thereby avoiding the
repetition of the mistakes at the site.
L & T
AUGMENTED & VIRTUAL REALITY MARKETING

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