It’s 2020 and we are in the middle of a large-scale, society wide transition to a more digitally integrated world. New ways of reaching candidates, handling inquiries, and creating more engaging content are being discovered faster than they can be understood and implemented. For staffing companies, it can be easy to get lost in the fray. Not to worry though because we have broken down the most influential digital marketing trends for the coming years that no staffing firm should ignore.
Artificial Intelligence
AI is becoming more and more pervasive in the digital landscape and will soon be involved in almost every facet of business. It has the ability to automate basic communication, content creation, email personalization, and e-commerce transactions. Artificial Intelligence can also be utilized to analyze candidate behavior and use data from a variety of sources to help firms understand where their candidates are finding them. With it being one of the biggest commercial opportunities for businesses, any late-comers to adopt the technology will soon find themselves at a competitive disadvantage when compared to their competitors.
Programmatic Advertising
Programmatic Advertising uses aspects of AI to streamline the ad buying process in order to help you target specific audiences for your ads. This approach to digital marketing can create hyper-personalized advertising for your target markets and it’s ability to automate real time ad bidding generates higher conversion rates and lowers candidate acquisition costs. If you are looking to implement a more complete, targeted, and efficient advertising approach; look into programmatic advertising now!
Chatbots
Another AI crossover, chatbots use artificial intelligence to interact with candidates online in real-time. While not necessarily a new technology (in fact many of you have probably already integrated chatbots into your website and other online applications), it is only increasing in value. In today’s digital age, consumers are used to getting information at the push of a button instantaneously, day or night. Unfortunately, it isn’t practical for customer service staff to be on standby whenever a new inquiry comes in, especially for larger firms that have thousands of candidates. That’s where chatbots come in. By automating basic communications with predetermined responses based on the context of the conversation, they can assist candidates with everything from applications to resume building. For more complex tasks, an actual customer service representative may still need to step in, but by taking care of basic tasks chatbots free up your staff to handle the more pressing or complicated issues.
Personalization
One of the fastest growing trends in marketing, regardless of industry or medium, is the demand from consumers for more personalized content. The truth of the matter is that people are annoyed by generic ads and are more likely to do business with companies that provide personalized experiences. Your candidates are unique individuals and they want to be treated as such. Luckily, with the large scale availability of consumer data, creating custom content has never been easier. Think about personalization masters Netflix and Amazon: they provide recommendations for your next viewing experience or purchase by using your previous activity to build a profile as to what you would like to see going forward. Try to build an ad campaign that leverages the interests of your target market and that puts content in front of them that they will have a stake in.
Video Content Marketing
Video Marketing is a titan in the digital marketing landscape, and will likely remain that way for years to come. It is a highly engaging content strategy that can generate impressions on a large scale, especially if the content of the video itself is creative and eye-catching. Video is the most common way consumers learn about new products and a majority of them say that watching a product/service video makes them more confident in an online purchasing decision. Search engines have also noticed the popularity of video and have restructured their results to favor those sites that include video content. Google has reported that sites that include a video are 53x more likely to appear on the first page of search results. If your firm is looking to boost SEO and generate higher engagement rates online, then video is the way to go.
–Tyler Geeve, Staff Source Marketing Assistant