The future of digital marketing isn't what you think: 5 trends
The landscape of digital marketing solutions changes so frequently that it’s almost impossible to imagine its future. For entrepreneurs and businesses, it’s become even more of an opportunity to gain a competitive edge in the market. Stas Pamintuan of agency Digital Ethos looks into this future, looks at five trends every marketer should keep abreast of.
As many companies transitioned to remote work throughout the pandemic, digital marketing became essential to most businesses' survival.
Digital Ethos on the digital marketing solutions to invest in.
This is still the case, as many have stayed remote or moved toward hybrid working. Fast-growing means ever-changing and evolving, so in order to venture into the future of digital marketing, keeping with the times is essential for adaptation to your target market’s wants and needs.
1. Expanded reach in generation Z
As generation Z starts to mature, businesses must reconsider their marketing strategies. That generation wants memorable experiences, and digital marketing solutions have to be more precise in their purpose.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
One way to do this might is leveraging user-generated content to create a sense of exclusivity for your product or service. This will make it something they can relate to and more likely to side with, especially if they have FOMO.
2. Omnichannel and integrated approach
As consumers become more aware of what they want, market expectations have become more specific. This is evident on digital platforms and channels. It’s even more important in the way you market to your target audience. Whether that’s through social channels, PR or content, there are plenty of opportunities to maintain a unified omnipresence.
A unified omnichannel marketing strategy enables you to create an irresistible online presence for your brand - collectively, that's the goal of digital marketing.
Make sure your campaigns are personalized. While it’s obvious that most consumers value privacy, they also favor personalization. You can see this in appreciation for tailor-made Spotify playlists and Netflix recommendations.
Each element of the campaign is essential, allowing you to deliver value via storytelling. Personalized campaigns see higher rates of engagement, conversions and reviews from customers. The first step in obtaining this data is allowing customers to opt-in for data tracking and analysis, so they are aware of how their data is being used, before analyzing it.
4. Micro-influencer marketing
Influencer marketing has hugely grown in recent years, with top influencers on Instagram, YouTube and Twitter attracting millions of followers and making a decent income from brand deals. While this offers great ROI compared to traditional advertising channels, there are still some issues.
From fake followers to big-name influencers losing their power as they take on more and more sponsored posts, consumers perceptions of authenticity (and the relevance of influencers' recommendations) can be affected. As consumers continue to value individual recommendations over being marketed at, it makes sense to invest in micro-influencers – social media users who have a smaller but dedicated audience who are trusted to deliver authentic content. Influencers’ power will be measured not by the number of followers they have, but by their personal relationships with their followers.
5. Video to overtake digital channels
Savvy marketers have recognized the power of using online video in their digital marketing solutions for years. We’re not quite at the peak yet, but video is proving itself as a powerful medium; we've seen a massive rise in live streaming video, especially over the last year or so.
From social media to SEO, digital marketing continues to impact billions of people. And with more advanced tools and changes in best practices, digital marketing solutions will continue to propel businesses to step up their competitive drive in the market. That’s the beauty of this space. It’s about adapting and delivering tailor-made marketing strategies to keep your online presence flowing.
Content by The Drum Network member:
We're an integrated digital consultancy that uses our strategic skills and creativity to develop industry-leading marketing campaigns that blow the competition out of the water.Find out more