The entire business eco-system is using AI and machine learning, to improve their understanding of customers and to simultaneously create new unique opportunities to target their audience more effectively. Taking this into consideration, digital marketers are wondering whether if they are going to be replaced by robots in the near future. However, this is not going to happen anytime soon, as any sort of marketing requires the human touch.
Individuals responsible for increasing brand awareness and reaching their target audience can secure their jobs by staying ahead of the curve in terms of analyzing and researching the latest industry developments and trends. Believe it or not, digital marketing has established itself as a separate role from the marketing department. This segment of the market has transitioned into a catalyst as there are now a plethora of different ways a business can market their products or services.
The problem lies in marketers failing to come up to speed with the latest technological strategies that deliver phenomenal results when it comes to ROI and SEO optimization. An ROI is essentially the return of your marketing expenditure, this factor can make or break a business in our current digital era. These latest trends are defining the current state of the marketing ecosystem and have made it very challenging, even for seasoned digital marketers. This is exactly why businesses are obtaining the services of an SEO company which specializes in helping improve online visibility, brand awareness, conversion rates and ultimately tangible profits.
Most digital marketing professionals like Eric Johnson from FeedbackWrench and Carol Eversen from ALM agree that digital marketers are always going to have a hard time trying to keep up with the ever-changing digital landscape. Seeing how platforms are changing and evolving on a daily basis, there is always that possibility that a new platform may arise, digital marketers are not able to adapt as quickly as they should.
Scalability has become for more complicated too, as it is becoming increasingly difficult to attract and engage customers who do not wish to interact at all as they expect greater personalization across all available technological devices and marketing channels.
Digital Marketing in 2017-2018: A Review
Last year was incredibly challenging for digital marketers but it was equally promising at the same time. Digital marketers have braced for impact after the enactment of the GDPR (General Data Protection Regulation) in 2018 as this law has changed the dynamics of data security.
Even though the GDPR will synchronize data privacy laws throughout Europe, marketers will need to adhere to strict rules to avoid massive fines. Hence, marketers will need to ensure their data collection process is legal, fair and legitimate. Moreover, they will need to implement privacy settings across the board for all of their websites to avoid getting into trouble.
On the positive side of things, the explosion of IoT (Internet of Things) led to the creation of new distribution channels to reach consumers. Google and Facebook, which now account for 70% of the total digital ad market, have released technologies that enable marketers to customize their ads. At the same time, big and small players demanded greater transparency for media supply chains in unison.
New standards are being welcomed with open arms, like those promoted by none other than the Coalition of Better Ads. These standards include the general abandonment of mobile and desktop advertising by marketers and publishers due to its drop in consumer acceptability, which can be highlighted by how consumers aggressively block ads. The ad sales for 2017 was $84 billion, a 16% increase from what was earned in 2016, but it should drop considerably by the end of 2019.
The author of Digital Influencer: A Guide to Achieving Influencer Status Online, John Lincoln and a renowned faculty member from the University of California-San Diego, unanimously agreed that the digital marketing landscape has become more robust and relevant in 2017. Money for ads are moving from offline to online venues. Google and Facebook already have in-store tracking and targeting, while Bing and Google have started offering niche-specific audiences which you can target through advertising. These offerings symbolize the level of innovation that is constantly taking place throughout the industry. Basically, digital marketing has re-established itself as a vehicle by which you can do business online.
On the other hand, the Local Media Consortium’s CEO, Rusty Coats, believes there are numerous hurdles that need to be dealt with. He stated that digital marketing is in a state of instability. The industry may look like it has matured by developing on its strengths, but it is unaware of the problems that arise due to uncertainties. He believes that the disruption of content consumption has negatively affected user experience.
Looking to the Future of Digital Marketing
In a data driven future, expect more media transactions. The industry is more focused on developing better tools and standards to provide greater visibility and transparency to determine decisions and pricing for the digital supply chain. This has increased awareness for better quality performance, insights, analytics, interactions and ads. 2018 was all about standards and metrics, and 2019 will most certainly be about implementing digital marketing techniques which produce tangible results.
Since the media has become targetable and data-enabled, there will be an increase in demand for multi-channel tools that make it easier for marketers to optimize, plan and analyze the performance of their targeted wins across multiple formats and screens.
Many are confident about improvements in digital subscriptions and content monetization in the months to come. Efforts are being made to ensure publishers are compensated based on the quality of their content. These efforts will surely lead to better user experiences as the industry will not be reliant on advertising money to fund operations.
Marketers in 2019 will need to come up with careful strategies for voice search and AI. This will undoubtedly turn content marketing on its head, since people will ask and speak in a natural tone instead of using keywords for searches. If you are to succeed, your content needs to include FAQs, or it should have enough questions along with their answers.
Semantic keyword/SEO will be a big deal. Don’t be surprised if Instagram will knock it out of the ballpark with its algorithms, giving great content the win they truly deserve.
Although the current landscape does have many challenges, marketers now have immense power due to the digital channels available. These channels empower businesses with the unique ability to convey their message to thousands of end users and effectively increase their respective conversion rates.