The internet is showing up in more places than ever before, and with it, better digital marketing methods and opportunities. Anyone can research the current state of digital marketing and it’s facets, but it’s harder to look into the future. Today we’ll attempt to do just that, by considering its current state and behavior.
In the 1990’s, a person would have to sit down at a large, boxy computer to access the internet. To place an advertisement that folks would actually see, businesses would have to rely on physical billboards, television commercials, newspaper ads, magazine ads, or flyers. Word of mouth was 100% more prolific than Facebook – because Facebook didn’t exist yet!
We can now access the internet from such devices as our cell phones, music players, televisions, and even our refrigerators. We have explored AI technology and expanded our capabilities as far as voice search and user preferences. Every day it becomes easier for a business to make use of digital marketing – and every business that exists in this day and age has done so, in one way or another.
To stay on top, we must premeditate and consider – What is the future of digital marketing?
Quality over Quantity
It cannot be denied that there is an endless amount of content on the internet. Most of that content can be paired with an advertisement.
Think about it: Each of the 5 billion videos on YouTube have a short video advertisement before and after the video plays. Blogs have affiliate links, Facebook shows targeted advertisements, the news websites show local ads, and websites can use social media to market their brands like never before. For a business to use the internet to market themselves is a simple, easy thing.
However, with the overload of content on the internet, folks are beginning to tune out what does not directly interest them in that moment. They want to watch the YouTube video – so they skip the ad before it. They scroll past ads on social media, and pay $1.99 to turn off ads on the apps they download.
It’s simple – The future of digital marketing is quality over quantity. Barraging your viewership with as much content as possible is not the way to capture their attention, their time, and their purchase. Your viewers will be much more likely, in this day and age and that of the future, to respond to advertisements that capture their attention more than the Youtube video they wanted to watch or the app they just downloaded.
To do this you’ll have to be creative – but getting a catchy jingle stuck in their head just won’t get the job done anymore, and surely won’t in the future.
The bigger the internet grows, the more reach businesses have. Whereas 20 years ago, advertisements relied more on local visibility and word of mouth, now a company can reach the other side of the world instantly for less than a few dollars. More outreach equals more viewership of advertisements, and more viewership of advertisements means more website visitors. More website visitors means more purchasing customers!
A large part of the credit for growth of outreach goes to social media sites such as Facebook, Twitter, Instagram, YouTube, Pinterest, and Tumblr. These sites make it easy and quick to reach out to those in your target audience in far away places. Much quicker and easier than, as you used to have to do, creating a blog or a website and hoping it grows big enough to reach the other side of the world.
It is an undeniable truth – the bigger the internet becomes, the more opportunities your business has to make connections with new clients and viewership. And lucky for us, the internet shows no signs of stalling it’s growth!
With the wild growth of digital marketing in the last decade and the rate at which it’s use is expected to grow even more in the next decade, it is expected to become cheaper and cheaper to advertise digitally.
It no longer costs hundreds of dollars to take out half a page of the newspaper to advertise on. Creating an ad on Facebook costs in the neighborhood of 40 cents per day. Real estate agents can market their available homes for free on social media instead of having to run television commercials. Brands can run an ad on Spotify for cheaper than they could take out billboard space off the highway. It is completely free to set up and run a company social media page online.
As more and more ways to access and make use of the internet are created, so too will more ways to advertise online be created. The future of digital marketing involves not only new, creative ways to advertise, but cheaper ones as well – which is beneficial to the sites hosting your advertisement as well as your business bank account!
As the internet evolves, so too does the capabilities of artificial intelligence. AI is able to be trained to use existing data to give pertinent information about what type of marketing a target audience responds to the best. Perhaps they would prefer video ads, or blog posts, or maybe a Facebook message!
The more time passes, the more important AI and its uses will become in digital marketing by conforming to the best way for a brand to communicate with a customer, every time. It sounds like a no-fail idea, and it is! Humans are predictable – and studies show that AI is right more times than it is wrong by a staggering ratio. AI is one thing you can count on.
Beyond advertising, AI can ensure a better experience for customers all-around. It can access the information it “knows” about a customer based on their profile to spotlight what product they are most likely to buy on your website. It will increase precision and accuracy in customer service, do deeper analyzation of customer and client database information, predict buying behaviors, and help you create better performing advertisements based on the behaviors and search histories of your clients.
You can make use of artificial intelligence in your business’ digital marketing plan by setting up a chatbot on your social media or website, personalizing product information on your website, and using programs to analyze performance of social media or blog posts. One thing is for sure – AI has a very important place in the digital marketing plans of the top businesses in the future.
Digital Marketing Firms
Don’t have time to do all this?
As the field of digital marketing has grown larger and more complex, some have decided to make it their career field. These firms will create a customized digital marketing plan for your business, help you to implement it, and help you analyze the results of the plan after it has been put into place.
As the field continues to grow in the next ten years, these firms will become more and more invaluable to businesses big and small. When you’re focusing on running a business, you don’t have time to keep up with the near constant changes to best marketing practices! As time passes, you’ll have more and more opportunities and reasons to take the guesswork out of things by hiring a digital marketing firm to do the hard work for you.
Courses and Education
Want to do your own digital marketing? Still not sure about how you can align your business in the same direction as the future of digital marketing? Lucky for you, the explosive growth in the field has created seemingly endless manners in which you can study and learn more about it. A simple Google search of digital marketing courses will lead you to the class that will change your business forever, and more, better classes will become available as digital marketing grows in the next decade. The more opportunity, the more there is to learn.
The verdict is simple – no matter how you choose to approach digital marketing, it is vital that all businesses place great importance on it if they wish to continue growing, networking, selling, and connecting. It seems sometimes like the state of things changes daily, but this, at least, is for sure.
The digital marketing of the future is quicker, cheaper, farther reaching, and more intelligent with the expanding uses of artificial intelligence. It is better serving to both customers and business owners, more tailored to the individual, and more personalized than a billboard or a flyer in the newspapers. It will be more accessible to the public via classes to learn to do it yourself or via digital marketing firms to handle the hard work for you. It looks like this field is only going to grow from here.