Digital Marketing in 2020: A glimpse into the future

Artificial Intelligence

Artificial Intelligence is a technology that has created an impact on how users interact and are affected by the Internet. It has great potential to change the way humans interact in the digital world. AI has changed the way a person works and brings a big difference in our everyday life.

“AI traditionally refers to an artificial creation of human-like intelligence that can learn, reason, plan, perceive, or process natural language”.

Programmatic Advertising

It is an automated buying and selling of online advertising platforms that can grow the inventory and database so that any channel can be accessed programmatically. This platform can use real-time data to identify the online target audience for any type of campaign.

According to eMarketer– “Programmatic advertising contributed US$25.48 billion to the digital advertising market in 2016, up from $17.5 billion in 2015. By 2020, it is projected to reach US$45.72 billion, meaning the industry will have grown more than two and a half times over just four years.”

Working of Programmatic Advertising:

Step 1

The user clicks on the webpage

Step 2

Putting the add impression by the publisher of the page for bidding

Step 3

The Advertiser who bids at the higher rate wins the chance to display their add

Step 4

Delivery of the advertisement to the customer is done

Step 5

Conversion of the advertisement to sales and profit takes place

Chatbots

With the help of chatbots, real-time messaging can be done whether it is day or night, you can be connected with your customers anytime. The main reason behind why the customers prefer chatbots as it is available 24/7, very specific, can recall your entire buying history and has lots of patience.

Example- Individuals can request a ride from Lyft via chat and the chatbots will let you know the exact location of the driver. Customers can also track the ride and make payments.

Work process of chatbots are divided into three stages

1. Pattern matches- With the help of Artificial Intelligence Markup Language (AIML) chatbots use pattern matches to cluster/group the text to produce responses for the users.

2. Natural Language Understanding (NLU)- It has three basic concepts:

   • Entities- Represents idea to the chatbots

   • Context-The context is the inquiry system which is stored to recall it whenever it is used

   • Expectation-This is what chatbots must fulfill for the users when they send an inquiry, With a single command multiple options should be opened up for the better exploration of users

3. Natural Language Processing (NLP)- It is used to convert a user’s speech/text into structured data. It has the following steps:

   • Tokenization- It breaks the raw texts into words, sentences called tokens

   • Sentiment Analysis- It is a type of data mining that measures people’s inclination through the help of NLP

   • Normalization- It is the process of transforming a text into a canonical form

   • Named Entity Recognition- It helps in the extraction of information to identify and segment the named entities

   • Dependency Parsing- It is used for recognizing a sentence and assigning a synaptic structure to it

Major Roles in Digital Marketing in 2020

1. Digital Marketing Manager

2. Web Developer & Web Designer

3. SEO Executive/Manager

4. PPC/SEM expert

5. Content marketer

6. UX designer

7. Blogger

8. Influencer

9. Analytics Manager

10. Digital Integrated Copywriter

Conclusion

We can say that digital marketing is the right career choice in 2020, looking at the massive growth in demand for digital marketers by the small and big companies to get digitally transformed in a short period, hence creating lots of job opportunities. To pursue your career as a digital marketer, you need the knowledge of how the internet works, and have a creative and analytical mind. As the industry evolves, there is always a scope of learning new things irrespective of your educational background by receiving knowledge and training from the industry experts. This blog explains the three major trends of Digital Marketing and its future of innovations in the upcoming time that will become the backbone of every company in this world.