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The digital landscape is constantly changing and evolving on its own while being influenced by social media, technology advancements, and on-site strategies. Thanks to this ever-changing environment, there are always new opportunities for digital marketers to improve their brand's visibility online. However, since everyone has access to the latest analytics tools and reports at their fingertips, it can be difficult for companies to stand out from competitors.
Taking all of these factors into consideration over the next few years is important if you want your company to grow in a sustainable way. In a recent study, nearly half of all marketers stated that they would invest more in digital marketing as a whole over the next year. This is great news for those who are looking to launch their own business from scratch, but it can also be a bit confusing when you consider how quickly things change.
In order to stay ahead of competitors and continue seeing success online, you need to follow the latest trends around the web. If your company can track these changes and make adjustments accordingly, there's no reason why your audience should ever dwindle over time. So which digital marketing tactics should you use in order to keep up? Here are a few predictions for what might happen until 2022:
1. Google Will Continue Dominating Search Engines
Currently, Google is the number one search engine in the world, and it's tough to see any other company rising to their level anytime soon. With almost 90% of all online searches performed through Google, they are in a prime position to stay ahead for years to come.
This isn't only nice for them because of how big this percentage is but also because many marketers are still using popular SEO tactics five or even ten years ago. As long as Google continues updating its algorithms, there will always be new opportunities for businesses looking for success by following their guidelines.
2. Artificial Intelligence Will Change the Landscape
One of the biggest issues with having an average website is that you can never guarantee where someone might click next. For example, if you have a navigation bar on the top of your page with ten different categories, but someone clicks on the 'About Us' page instead, they would have no chance to find what they are looking for.
As AI continues being developed, this problem will be solved by bots that can better "understand" where users are coming from and what they might be interested in at any given time.
3. The Rise Of Header Bidding Will Open New Avenues On Marketplaces
Header bidding is an advanced technology that allows more companies to place bids on web inventory all at once without getting in the way of each other. This strategy is already very popular among many websites, especially since it's easy to integrate into their current workflow.
However, since the header bidding process is becoming much more popular over time, you can expect marketers to give their search campaigns an entire makeover once this technology has been fully integrated into all of the major ad exchanges. This might take a few years to accomplish, but it's worth following if you want your company to be ready for what comes next.
4. Influencer Marketing Will Continue To Grow In Popularity Amongst Brands
For companies who are looking to establish themselves as authority figures in their particular niche, one of the best ways to do so is through influencer marketing. Thanks to social media platforms like Instagram and Twitter, which have already made many individuals into overnight celebrities with thousands or even millions of loyal followers, it's never been easier to reach a wider audience.
Although it can be difficult setting up such campaigns, this is definitely something your company should look into more in the next few years. Even if there are no influencers directly related to what you do, there is always a chance for you to find someone who has enough sway with their followers when it comes to getting your content out there.
5. Email Will Decline On Websites Without Newsletter Sign-Ups
With so many websites offering things for free nowadays, why would anyone want to give away their email address? Well, one of the best ways to get people involved with what you have going on online is through an email newsletter. This will help increase brand loyalty and continue to get people interested in your company even after they've stopped browsing your site.
However, since the number of active email accounts continues to rise year over year, this will become an especially important tactic for companies with no more room on their front page to market themselves. As long as you keep creating valuable content and learning from what works best, there's a chance that email could soon be one of the most crucial aspects of your overall marketing strategy.
We can't predict the future, but we know that digital marketing will only get more important. By 2022, there will be a shift in how marketers use mobile devices and social media platforms for their campaigns. But even with these changes, some things are sure to stay the same, such as creativity and resiliency to the constantly-changing digital marketing landscape.