What can we expect from the future of Digital Marketing?
The question of what the future holds for us has been an obsession during all ages in history. Perhaps the questions, predictions, and fears arising from this great mystery of time are some of the most important guidelines that lead all human endeavors. So the question about what the future of digital marketing might look like, what we could expect from this very important industry branch that sets the world’s economy in motion is far from insignificant. In this post, we will talk a little about the most viable conjectures, considered by the generality of experts who reflect on the nature and the direction of marketing.
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The so-called ‘Growth Hackers’ have been key figures in the development of startups around the world. They are, basically, experts who identify new forms of growth on the internet. This new profession of the digital era has positioned as one of the most demanded jobs by thousands of startups, whose main objective is that the sales and market presence of a company (or even an individual) achieve sustainable growth online. Although this profile is not yet well known, it has been key in the projection of companies like Facebook, Amazon, or Google itself, increasing the value of their brands to hundreds of millions of dollars. An ideal growth hacker is simply someone who can implement technologically appropriate solutions to improve the visibility of a company.
Interactive content is crucial to content marketing because it adds value in a world of identical and boring content. To understand the concept, it is necessary to refer to the idea of brochureware. It is, in short, a website that has become static: A site without interactivity whatsoever. The idea of brochureware reached its maximum use in the middle of the previous decade, and now it is almost forgotten. The trend today is content marketing, and one of its best weapons is interactive content. The best definition of this term is ‘a content that allows user interaction in real time, thereby raising engagement rates’.
Interactive content is becoming very popular simply because it works. In fact, more than eighty percent of marketers in the United States claim that interactive content captures attention better than static content, so they focus much of their work on such methods of transmitting information. The most popular types of interactive content are tests, games, surveys, and infographics (although they are not the only ones, of course.)
Using the data that users produce by using their mobile devices (especially those users among your niche) to provide advertising based on their behavior and predictive advertising, is what is popularly known as behavioral targeting. This digital marketing technique is the result of many years of evaluation of the great problems of marketing in general since it constitutes a quantitative leap in the way of advertising. We do not know for sure whether this new age will improve our living conditions; an era in which our desires and behaviors are being monitored and acquired by companies is terrifying after all. We only know something: Behavioral retargeting will be a constant trend that, at least on a statistical level, will make online privacy (and of all kinds) just a memory.
Read also: 4 Common Digital Marketing headaches and how to deal with them, by ReputationDefender
Paid Media is still in its golden age since most brands still consider that conventional advertising is becoming less profitable and thus they concentrate their marketing budgets in the digital environment. However, Google Adwords is evolving towards a saturation context that offers a decreasingly inferior return when it comes to investment. Also, other platforms like Twitter are losing their appeal. So, every day, new options come up that have not shown their complete advertising potential yet, but that each time offers a better segmentation and a better return, like Facebook Ads.
Business Intelligence and Big Data
Combining these realities allows you to collect, manage and analyze large volumes of data that can be used to design and implement more effective campaigns. Such technology helps any sector is an indisputable way, especially in those fields where the traditional processes have completely changed. Marketing is one of them: Users worldwide are already completely digital, so the rules of the game have already changed. In particular, digital marketing could bring benefits from the combination of Business Intelligence and Big Data, which are capable of reaching more users than the traditional measurement tools.
Thanks to the data provided by this combination, companies can launch timely messages in real time, reaching more target users in every campaign, saving time and money and offering relevant messages to consumers, which could benefit the media. If the visitors to a website receive relevant ads, they may decide not to install ad blockers. The benefits are evident: from better knowledge of customers to predicting the movements of competition, and even detecting new markets.
What can we expect then? More speed, precision, effectiveness, and, of course, within the reach of virtually anyone. We just have to observe the present moment well to realize it.