26/06/2020
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.2 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 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.In the digital marketing landscape, 2019 is about putting the customer at the forefront of the digital marketing strategy in a more detailed way than was previously possible. Thoughtful, personalised marketing powered by big data, AI, and innovative tech will define the way brands communicate with customers. Appealing to an individual with conversational, speech accessible, and visually engaging content are key trends informing the way brands are going to position themselves in the near future. In an industry often saturated with sensationalist talk around technology, this should provide marketers and brands with an idea of practical and actionable improvements that technology can provide to their existing digital strategies.
