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Voice Search & Smart Speakers: The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2020. Consider these numbers: 50% of all searches will be via voice by 2020, 55% of all American homes will own a smart speaker by 2022, 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 have almost trebled between Q1 2018 and Q2 2019, growing from 9.36 million units to 26.1 million units. Overall, people expect to be using voice search far more in the future: Voice search plays an important role in providing all the relevant information that 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 greatly. As Digital Marketing Institute puts it: “Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.”
Content marketing is a type of digital marketing that focuses on creating and distributing content for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal is to drive a profitable customer action. The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart from traditional spammy advertising. The target audience should want to seek the content out and consume it. In the broader sense, content marketing is part of every other digital marketing activity, be it social media marketing, SEO, or email marketing. Quality content should be the core of every other marketing activity you pursue. Some examples of content marketing include: blog posts, videos, podcasts, infographics, white papers, case studies, ebooks. Read more info at Search Engine Marketing Pittsburgh.
Of all the channels we cover in this article, finding new innovation in email marketing techniques is the most challenging. Most email marketing techniques are well established and most recent trends related to improving relevance and interactivity on smartphone. This recent report benchmarking email experiences of retail and travel brands gives a good summary of the state of the art. In terms of techniques, Striata has a great summary of Email trends, which is how I see innovation in email marketing – it’s all about integrating email with content marketing at the right time in customer journey across omnichannel touchpoints
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