Navigating MarTech Trends: Engaging the Figital Generation in Digital Marketing

The world of digital is a scaffolding of never-ending change. Being recognised as a leader in SEO is an accomplishment, but it is also important to benchmark yourself against companies and tech beyond NZ to ensure that you are keeping not only yourself but your clients up to speed.

So, what in our opinion are the changes and trends? What are the latest trends in MarTech for digital marketing?

AI governance will be a contender for harnessing as we move into the future.

AI can go rogue, and it is only as good as the intel that it devours and then returns to you. Yes, it can become a “source of mistruth” and moving into the future, the governance of AI may become a key focus. But we know that truth can depend on a viewpoint, and this may truly present real issue relating for truth seekers as we move into the next years.

We are entering a new quantum era and the tech that is now evolving and taking hold is going to be reshaping our society. From gene editing as it becomes more affordable to human considerations as our youth becomes less fit than the generation before. Did you know that according to military.com published in 2022, “A new study from the Pentagon shows that 77% of young Americans would not qualify for military service without a waiver due to being overweight, using drugs or having mental and physical health problems.”

New tools are also entering the marketplace to support you in your day-to-day tasks. These tools are evolving at the speed of light and are changing daily. Identifying what your business need is and then matching the best and advanced tech to that need will continue to be a challenge but one that will constantly propel you forward. I am always of the opinion that one step forward and a smaller step backwards continues to ensure you are moving in the right direction. In some of my presentations, I use the JIVE term used in sailing.

As with anything, small, medium to larger organisations may need to look at an AI Policy. How will AI be used in the organisation? The particular elements that I would focus in on would be the confidentiality of data area. Bottom line – people will always be the driver.

With AI content being the buzzword, the internet will quickly be filled with content that is rubbish and a regurgitation of something else. The concern about the validity and quality and originality of this content is real. It is a fact that in some cases AI-generated content could be low value.

Content should always be user-focused, content should always provide value and the tried and tested elements of marketing – Product, Price, Place, and Promotion are important (those four P’s of Marketing). Digital is really the communication of this in a fast-paced tech world, that has ramped up that promotional element and allowed you to communicate far wider than you possibly have ever been able to do before.

By ensuring that content is meaningful and obviously relevant, you still have the opportunity to stand out in visibility rankings that we all search for online. You can still engage with your customers (future or present). Leveraging technology to engage and communicate with your audience utilising strategies such as:

• Content marketing
• Social media marketing
• Email marketing
• SEO – Search Engine Optimisation (Local – On-page and off-page)
• Paid Advertising

All help to reach those goals of the right person, at the right place with the right message. Using Marketing Technology (MarTech in Digital Marketing) to be able to optimise the performance of these platforms is the key to understanding how to extend your advantage. I have always said that this data to a marketer is like Xero Accounting Software to an accountant.

The importance of this is still that we should look at:

1. Quality Control: Emphasising that the human insight should never be discounted in favour of AI.
2. Value of Created Content: Always ensuring that content truly provides valuable insight or solutions.
3. Basics of Marketing still apply: Digital marketing effectively helps you reach and engage with this possible or potential customer in a tech-focused and driven world.
4. Data to drive decision making: Self-explanatory but protect this as much as you can. I often see this data being lost as people move between service providers or key staff members with access to this data change hands. I referenced this at a recent conference I spoke at when I discussed the topic of security and access management in the digital realm.
5. MarTech in Digital Marketing becomes the driving force to understand your online successes and failures.

Possibly the area of most focus is how to engage with a generation that has been largely exposed to continued fidgeting. The “Figital Generation”. Will they use tech as the past generation has, will they use voice to activate search, these will be the leading questions to keep an eye on.

Engaging with the “Figital Generation”. or those that have grown up in a world where the boundary between physical and digital has become murky. The generation accustomed to instant and immediate results or actions.

So, what are the key considerations?

1. The tech-savvy and expectations: Many in this generation are highly tech-savvy. They have an intuitive digital encounter with multiple types of devices and value speed and efficiency above all else and do make crucial decisions in that online space. They expect fast-paced environments and environments that are totally user-friendly.  This certainly is part of the reason behind the “mobile first indexing requirement”  set by Google.
2. Voice and AI: How does voice influence SEO Strategies?  Voice search and AI-driven personal assistants (Siri, Alexa, and Google Assistant) are increasingly popular amongst this generation. Optimising our content for this search involves natural language and answering direct questions. Example questions might be: “What’s the best restaurant near me?” or “How do I fix a leaky tap?”
3. Personalisation of the online experience: This generation will expect those personalised experiences. So, use strategies that can personalise product recommendations or target ads based on user behaviour or preference. Create sharable content that is appealing and will in the longer-term drive higher engagement.
4. Authenticity and value: Two elements that have always been important. In a world where questionable content is the mainstay of your online feed, the “Figital Generation “will continue to demand authenticity and transparency from the brands they use and love. They will always be more likely to engage with content that feels genuine and is relatable. Providing this real value through your content, providing insightful information and articles and genuinely intending to build trust will support you with your online endeavours.
5. The omnichannel presence: This is all about the consistency of brand and brand presence across all your channels. From your social media to your website, from offline to online (i.e., website to instore). Creating and ensuring that there is a cohesive and comprehensive user experience is important.

In conclusion, How can MarTech tools help in optimising your marketing performance? Staying ahead of the ever-evolving digital landscape requires thought, a proactive approach and a strong determination to leverage technology whilst maintaining your understanding of your client or potential customer’s needs.

By focusing on quality content, personalising the experience and using advanced marketing tools (MarTech), you can effectively engage with the “Figital Generation” and beyond. It is a fast-paced tech world, and it’s not about keeping up, but about leading the way. Enhancing your reach and being seen, heard and found online.

If this sounds like what you’d like to do for your business, be in touch. That’s Cathy Mellett from Net Branding sharing my thoughts.