The Future of Digital Marketing

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, community management, and
more, are experiencing dramatic developments and changes as innovations
in technology develop.

Below we highlight innovations happening within traditional digital marketing

channels, and explore why marketers need to evolve for a high-tech digital
marketing evolution.

Paid search, or search engine marketing, is the marketing practice of generating

web traffic by buying advertisements on search engines. Marketers either pay every
time their advert is clicked on (referred to as pay per click or PPC) or when their
advert is displayed. There is generally a dedicated team deciding what platforms to
spend on, based on where they believe the advert will receive the most traction.

A probable distribution to this traditional method of paid media is

programmatic advertising, a type of paid media that employs artificial
intelligence to automatically buy advertising space, using data, to determine
which audience the ads should target.

With an estimated $46 billion going towards programmatic advertising in

2018, it’s predicted that 86% of all digital display ads will be presented via
automation by 2020. This shift towards AI automation provides a more
seamless, efficient, and accurate approach to paid media, while
simultaneously lowering customer acquisition costs.

With the introduction of Siri, Alexa, Cortana, and Google assistant, the
popularity of voice search, whereby the user speaks directly to their device
instead of typing a request or manually performing a task, is on the rise. As
consumers adapt and begin to use voice assistants more and more,
marketers working with SEO should consider optimising their websites to
recognise voice search.

The way we speak is fundamentally different to the way we type, and the
ease of simply asking a question explains why “72% of people who own a
voice-activated speaker say that their devices are often used as part of their
daily routine.” As the popularity of the technology rises, it is likely this
number will increase, and the idea of a permanent, hands-free assistant will
begin to feel like second nature.

In 2017, Google announced a 95% accuracy rate on its voice recognition

digital assistant, and as this technology improves, so it’s usership will
grow. It’s growth rate is expected to be fast, with 50% of all searches
expected to be voice by 2020. To make the most of voice search, long-tail
keywords and natural content reflecting conversational language is likely to
rank higher.

Following from SEO and voice search optimisation, conversational content

that feels personal and authentic remains key to engaging customers.
However, in 2019, personalisation is at the forefront of successful content
marketing.

Video content is gaining traction as an increasingly popular form of content.

With live video, stories, and Instagram TV, more and more businesses are
using video as a digital marketing tool. Some marketers are going above and
beyond and creating personalised video messaging as opposed to email or
phone calls, which may prove to be a promising new way to engage
customers.

The recent development of 360-degree video content allows viewers to

control their perspective for a more personalised and engaging experience.
Along with this technology, virtual reality is immersing viewers in the brand
experience completely, and with the virtual reality market expected to reach
$22.4 billion by 2020, it’s wise for brands to familiarise themselves with the
potential of this technology.

Influencer marketing has become the equivalent of word-of-mouth

marketing today. As people generally trust people more than brands,
hearing positive information or feedback about a product or experience from
an influencer often holds more weight and credibility than when it comes
from the brand itself.

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