The Future of Digital Marketing for Businesses by Top Digital Marketing Agency, Absolute Digital
Updated: Oct 8
Digital Marketing has undoubtedly shaped the way businesses establish their brand presence, grow their business, connect with their customers, and market themselves. Many companies have recognized the shift in consumer behaviour given the rise of the internet and easy access to a smartphone in 2020 and seized the chance to capture potential customers and target new markets to expand their reach.
The first movers in digital marketing have seen a dramatic increase in ROI while some businesses are still struggling to adapt. Today, we will attempt to learn from the effective digital marketing campaign strategies that some companies have implemented, and how we think it will shape the future of digital marketing.
Digital marketing has been evolving during the last 4 years dramatically and some people are not paying attention. The changes have been coming in different waves for almost 10 years between 2010 to 2020, and these changes are not going to settle down easily. The marketing future is going to be brutal in the coming years more than any time before. We have been seeing strong indicators of this major shift in digital marketing, yet we have been consuming it slowly or resisting it.
If you're reading this article, it means that you understand the importance of digital marketing for businesses and have a chance at having the first mover's advantage in the next phase of digital marketing for businesses!
Artificial Intelligence (AI)
AI is quickly becoming dominant in the business industry. Already it is taking over many simple jobs (chatbot, product recommendations, email personalisation, just to name a few), and it will continue to in the near future.
“Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” - Techgrabyte
So, it is important for digital marketers and business owners to become familiar with AI, and start implementing it in their everyday tasks. Some of the top reasons for adopting AI in an organisation are to gain a competitive advantage, new market penetration, and lower costs.
Personalised Content Marketing
Everyone has different preferences and needs, which made it tough for digital marketing agencies to advertise in the past. It was one of the reasons millennials were blamed for ruining businesses — mass marketing techniques simply didn’t work on them.
If you want your business to stand out, you have to craft your content to address—very specifically—the audience you’re targeting. This includes everything from your products and e-mails to consumers, to any kind of marketing content.
As more companies collect data from your online behaviours, they form a digital profile of who you are as a user, and what are you most likely interested in (to purchase), digital marketing will only grow to give you a more personalised experience.
From banners to big data, digital marketing has continuously adapted to meet the needs of customers and brands alike. Today, with increased connectivity and established digital infrastructure, changes are happening much faster.1 The traditional digital marketing landscape of paid media, SEO, content marketing, social media, and more, are experiencing dramatic developments and changes as innovations in technology development. In 2020, almost everyone has a Facebook profile, Instagram profile, and watches Youtube (binge or occasionally).
“Each business is a victim of Digital Darwinism, the evolution of consumer behaviour when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate. Every business is threatened.” - Brian Solis
Make no mistake: We live in a time where digital marketing moves fast and consumer interests and behaviours are hard to predict. Marketers can no longer stick their heads in the sand and hope that educated guesses and the same old methods will work forever.
E-Commerce and Automation
As people start spending more time online, e-commerce platforms have learnt how to use the data they have gathered, and advanced digital marketing techniques and digital sales funnel to personalise your online shopping experience.
"Nowadays, people trust other consumers more than they trust direct brand advertisements. In some ways, the mission now is understanding that people don’t want to buy something that is obviously displayed as a product.”
Forbes’ Adrian Gomez relays information about the constant change of digital marketing in his article. Gomez tells businesses to leave outdated strategies behind and adopt innovative ones by telling stories, leveraging reviews and generating buzz with authenticity. He also thinks that the shopping experience of customers need to be changed by marketers and brands should improve strategies for potential customers as well as current ones.
By 2020, 50% of the Global 2000 will see most of their business depend on their ability to create products, services, and experiences that are digitally-enhanced.”
Digital Marketing Institute’s article discusses 2018-2020 changes in digital marketing and how organizations can implement them. Digital transformation does not only mean technology, and it will eventually affect every industry. The companies should make preparation for the upcoming changes.
In the future, traditional business models will leave their place to the platforms that companies can directly connect with customers. Automation, on the other hand, is not new within the marketing industry. But it is becoming more crucial to use in campaigns, because why not?
The key is to know when to use it, and when not to use it. In the long-term, there is no doubt that automation will bring significant benefits to marketers, but we are currently in the short-term. We need to be sensible in deciding when machines can do things more efficiently, and when technology won’t understand the complexities of a particular campaign.
If you'd like to understand more on how you can take your brand to the next level with digital marketing of the future, reach out to Absolute Digital at +65 8892 1290 or drop us an email at firstname.lastname@example.org