2. 2
Module M5 Analysing digital business trends
Competence
unit
U5.1 Discovering digital user
trends
Learning
outcome
Actively search for digital
tendencies
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Self-directed Learning
Resource title
A roadmap to contemporary
digital trends
Learning
hours
1h
Contents - A roadmap to contemporary digital trends
4. You should always be
aware of the changes in
order to easily adapt
with emerging
technologies and stay
ahead in the market.
As digital trends evolve every year …
This will help you become
able to develop new ways
to grow your digital
business, generate leads
and improve the
relationship with your
existing customers.
4
6. Artificial Intelligence and Machine Learning
6
▪ Artificial Intelligence in nowadays powering
customer segmentation, retargeting, push
notifications, click tracking in a limitless combination
of possibilities
▪ Similarly, machine learning is composed of tools,
techniques, and algorithms to analyse data. For
example, some machine learning algorithms design
personalised product recommendations for
customers, while others predict customer behaviour
7. 7
Source: Blueshift Report
According to a
Forrester’s Global
State of Artificial
Intelligence Online
Survey conducted by
analyst Mike
Gualtieri, 57% of
businesses are using
AI to improve their
customer experience
and support while 44%
are using AI as a
means to provide the
ability to improve upon
existing products and
services.
8. “
8
!!
Big data and analytics provide a foundation for powering
customer insight and further marketing actions. You need to build
more knowledge and capabilities to take full advantage of your
data, if you want to anticipate your digital user behaviour.
9. Content Personalization
Nowadays, customers want more relevancy so
digital businesses should personalise their
marketing to each lead. Delivering the right
content to the right audience at the right time,
add a big value to your marketing strategy
because it plays a major role in boosting your
user's engagement rates.
9
11. Personalisation plays a crucial role in making email more
effective. To improve your email communications, start
repurposing it as a lead nurture and customer engagement
tool.
As a digital entrepreneur you need to identify all your leads
behaviours. If the platforms you are using have limitations
to classify their audience into different segments based
on their behaviours, you can integrate your tools with
other applications that allow you to do that.
Email Automation
11
12. 12
Do not forget to choose
simplicity over complexity.
Plain text emails are
resurfacing as they engage in
a more individualised and
hand-crafted way the targeted
user and give a more
personalised aspect to the
communicated piece.
Plain text emails address the
need of the user and improve
the engagement rate.
13. With the improvement in artificial intelligence over the
years, chatbots have improved by having the ability to
hold a basic conversation with visitors and answer most-
asked questions like a live human customer support
representative would.
They offer real-time assistance to the user, dedicated
support and a proactive interactions where they ask
questions to understand the real problem, and they are
cheaper than a customer support person.
Chatbots
13
14. 45% end users
prefer to use Chatbots as a major means of
communication in customer service.
Source: Grand View Research
Whatsapp Business
Messaging
14
Source: Statista
Having a voice and being
heard is part of our shared
humanity. Read this and
find out more interesting
statistics about Chatbots
15. Browser Push Notifications
Digital businesses use
browser push notifications to
reach their leads more
effectively and communicate
with their audience in a more
powerful way. Another major
role such notifications play is
retaining customers and
improving conversion rates. 15
Source: pixabay.com
17. Consumers are now more sophisticated than ever and
find their information through many channels.
Omnichannel marketing provides a seamless and
consistent communication process to prospects and
customers across all channels.
The main aim of omnichannel marketing is for you to be
able to keep track of the prospect’s interactions even
though they’re interacting with you through different
channels.
Omnichannel Presence
17
18. 45% end users
prefer to use Chatbots as a major means of
communication in customer service.
Source: Grand View Research
Whatsapp Business
Messaging
18
Source: Multichannelmerchant.com
To implement
omnichannel
marketing for your
business, find a
customer
relationship
management
(CRM) program
that helps you to
keep track of your
interactions with
customers on
different
platforms.
19. Videos
With platforms like Netflix,
YouTube, Amazon Prime
Video, Facebook Live, video
is a big trend online that will
continue to grow.
Particularly live videos are a
major trend as they are
authentic, cheaper and
activate FOMO. 19
There are many ways you
can apply live videos for your
digital business. Some are:
-Hosting an event
-Launching a product
20. 20
Source: pixabay.com
As consumers spend more
time on their smartphones
watching videos, digital
businesses should take
advantage of this trend!
According to a Cisco
survey, 82% of internet
traffic will be through video
by 2021 while live video is
expected to make up 13%
of all video traffic by 2020.
21. “
21
I see video as a
megatrend. That’s
why I’m going to keep
putting video first
across our family of
apps
Mark Zuckerberg,
Facebook CEO
Source: Hollywood Reporter
22. Voice Search
Don’t hesitate to use voice-
enabled devices as they
are affordable and offer
greater capabilities than
ever before. More and
more visitors are using
voice search to interact
with different brands.
22
Digital businesses should
focus their outreach efforts
on using voice engine
optimisation. It’s an
opportunity to deliver more
targeted, specific content
which leads to increase their
click-through rates.
23. 23
There are mainly two types of
voice search:
*Using smart speakers such
as Amazon’s Alexa, Apple
Homepod, Google Home and
Microsoft’s Cortana which
give searchers immediate
voice answers to their
questions
*Using desktop and
smartphone installments such
as Siri and Google Assistant
which display written search
results.
Source: flickr.com
24. 24
If you wish to make use of this ultra
trend, you should note the
following:
-Voice searches are usually longer
than typed searches. Therefore,
optimising your content for long-tail
keywords* is important if you’re
targeting voice search.
-Voice searches are
conversational: Most people
perform voice searches like they’re
talking to someone else so it’s
important to include this
conversational element.
Source: flickr.com
25. Augmented Reality
It’s a way to bring static or
unreal environments into
a more realistic
experience, something
that would integrate the
"offer" with the "reality" of
the buyer.
25
Augmented Reality
inserts objects into a
real-life setting. This
allows people to add an
item to an environment
and see how it will look
like when the object is
included in it.
26. 26
How amazing is the
example of Michael
Kors’ augmented
reality ad! They
created an ad on
Facebook asking
their users to try
and purchase their
sunglasses.
Source: digitaldoughnut.com
27. 27
One of the
most popular
applications of
augmented
reality is from
IKEA.
With IKEA’s
augmented
reality app,
individuals
about to buy a
piece of
furniture can
see how it will
fit into space
they want to
put it in
Source: commons.wikimedia.org
28. The field of deep customer insights and/or user-
generated content has grown and will have increasing
importance. This type of content:
a) It convinces prospects: your current customers are
marketing your products for you.
b) It’s free: You don’t have to spend anything and it’s
more effective than most of the marketing channels
you will be using.
User-generated content
28
29. 29
Key motivations to
create user-
generated content:
- Extend a dialogue
- Influence others
- Preserve
memories
- Share your joy
- Have fun
- Challenge
yourselves
Source: flickr.com
30. LET’S REVIEW SOME CONCEPTS
Deliver more
personalised
campaigns to your
target audience. This
can be done with the
help of AI and big
data which are two of
the most highlighted
trends in 2019.
Voice search, AR, VR
and smarter chats
are new
communication
channels that will
continue to increase
in importance
30
Personalising
content boosts the
engagement rates
and has a significant
positive effect on the
buyers’ shopping
experience.
