Question

The ways we communicate digitally with one another are constantly evolving. Search for information online about the recent trends (that is, in the last year) in digital communication and digital marketing. (You are highly encouraged to read more than just the module manual for this question) Write a blog post about five of the trends that you find. For each trend:

• Explain what the trend is .

• Provide an example .

Remember to reference your (recent) sources.

Answer 1

Question 3: Digital Communication (Marks: 15) The ways we communicate digitally
with one another are constantly evolving. Search for information online about the
recent trends (that is, in the last year) in digital communication and digital marketing.
(You are highly encouraged to read more than just the module manual for this question)
Write a blog post about five of the trends that you find.

For each trend: Explain what the trend is (2 marks each).
Provide an example (1 mark each)

answer)

THESE ARE SOME EXAMPLES OF DIGITAL COMMUNICATION AND DIGITAL MARKETING.

1)ARTIFICIAL INTELLIGENCE

If you haven’t already realized it, 2020 may be the year that a lot of people wake
up to the dominance of artificial intelligence (AI). It’s sure to be at the heart
of global business and industry in the future – and it’s already taking over many
simple jobs.

FOR EXAMPLE

Microsoft and Uber use Knightscope K5 robots to “patrol parking lots and large
outdoor areas to predict and prevent crime. The robots can read license plates,
report suspicious activity, and collect data to report to their owners.”

2)PROGRAMMATIC ADVERTISING

Programmatic advertising means using AI to automate ad buying so you can target more
specific audiences. Real-time bidding, for example, is a type of programmatic ad buying.
This automation is much more efficient and fast, which means higher conversions and lower
customer acquisition costs.

It’s changing the face of digital advertising so swiftly that, according to eMarketer,
86.2% of digital display ads in the U.S. will be programmatic by 2020.

FOR EXAMPLE

1. Google
Summary: Back in 2014, Google discovered the power of programmatic advertising when
promoting its Google Search App. Its ad campaign not only reached 30% more people
three times more frequently but also delivered 30% lower cost-per-thousand
impressions (CPM). Awareness also increased by 50%.

3)CHATBOTS

Chatbots will continue to be an important part of digital marketing in 2020. This
AI-based technology uses instant messaging to chat in real-time, day or night, with
your customers or site visitors.

Surveys show that:

1.Chatbots will power 85% of customer service by 2020.
2.Top benefits of Chatbots are 24-hour service (64%), instant responses to inquiries (55%),
and answers to simple questions (55%).
3.63% of respondents prefer messaging an online chatbot to communicate with a business
or brand.
4.By 2022, Chatbots will help businesses save over $8 billion per annum.
5.80% of businesses want chatbots by 2020:.

Many customers prefer interacting with chatbots as they are responsive 24/7,
give answers promptly, accurately recall your entire buying history, and never lose
patience. These virtual assistants offer outstanding customer service by meeting
customers ’expectations and automating repetitive tasks – which means that you can
focus on more important work.

FOR EXAMPLE

Many brands already use chatbot technology, including rideshare brand Lyft. You can
request a ride from Lyft via chat (Facebook Messenger and Slack) or voice (Amazon Echo),
and their chatbot will let you know the current location of your driver:

4)CONVERSATIONAL MARKETING

With all that talk about chatbots, the reality of modern marketing becomes clear:
it’s more conversational. People want it that way, and so brands are reacting.
When consumers have a question, 82% want an “immediate” response.
Conversational marketing facilitates a one-to-one, real-time connection between
marketers and customers:

conversational AI dialogue
Unlike traditional strategies, this form of marketing is now available across multiple
channels, allowing brands to meet customers on their terms: on the devices, platforms
and time schedules that suit the customer best.

FOR EXAMPLE

1. MonsterInsights

Monster Insights uses the WPForms Conversational Forms Addon.
In this example, they are using it to create a survey form in WordPress.
They take the answers and use it to grow their brand.

5) PERSONALISATION

If you want to stand out in 2020, you need to personalize your marketing – and that means
personalized content, products, emails and more.

Consider these personalization stats:

1.63% of consumers are highly annoyed with generic advertising blasts
2.80% say they are more likely to do business with a company if it offers personalized
experiences
3.90% claim they find personalization appealing

It asserts that “personalized, triggered emails based on behavior are 3x better than
batch-and-blast emails.”

FOR EXAMPLE
the power of personalization, it’s hard to overlook Netflix and Amazon, with their tailored
recommended products or movie titles.