Local media agencies are taking over the marketing industry. The digital ad market has grown almost 8 times during the last decade. When the printing and broadcasting products took a nosedive, the digital marketing demand has been growing. Today there are more than 2500 media agencies in US, which is almost half of all digital agencies in the US, and this number is growing. Print media are shutting down and going digital, traditional marketing methods are becoming obsolete, but digital marketing is here to stay for a long time. Now, what matters is virtual presents.
In the near future, to gain the favor of customers, brands would have to start thinking out of the box, develop relevant and personalized messages, and use the right channels to engage the audience. How to stay afloat in the ever-growing digital marketing industry, despite the competitors? Adello collected several forecasts, so you can be prepared for what to expect soon.
Nowadays, there is no secret that user data is being collected and shared with 3rd parties. That is why people are more and more interested in confidentiality. Marketing agencies and MarTech companies have to adapt and find other ways to obtain information about the target audience, not harming privacy. Google not supporting third-party cookies, iOS 14 and 15 opt-in, privacy regulations, GDPR, they all make the traditional targeting technologies almost useless. The customers have to trust brands and be sure that their data are protected.
Find Alternatives to Third-Party Cookies
As many have already heard, Google will phase out third-party cookies in 2023. Considering all, the digital marketing agencies would have to carefully evaluate and assess their MarTech providers to find an alternative data collection method, for example, Adello. Adello’s tech stack was initially built on cookieless technologies using advertising IDs. This allows targeting mobile devices based on age, gender, interests, geolocation, telecommunication provider, smartphone operation system type, and more! All this without cookies respecting people’s privacy. Other options would be based on first-party cookies, Google Privacy Sandbox, and Federated Learning of Cohorts.
The average US citizen spends daily 5,4 hours on a smartphone. Smartphones became the most personal devices for millions: communication and wellbeing apps are collecting highly personal information, private notes and photos store information about daily life, maps constantly tracking people’s movement, finance, banking, and insurance accounts collect data on social status, shopping, social networks, and entertainment keep people’s attention constantly on the screen… This is why web traffic has recently transited into mobile traffic and will soon be retransmitted in mobile apps.
Mobile is where your customer is. And you should be there too. Mobile marketing is here to stay for a long time.
Micro-moment is a term that determines a short moment when users are ready for an immediate action that will meet their needs. It could be, for instance, a search request about a location, product, recommendation, idea, and others. How can the marketing companies use it to benefit? First, it is essential to know that the user expectations in micro-moment are extremely high, while the patience level is extremely low. Knowing this, brands can offer immediate help using the right content matched with the request by semantic SEO. Such content can trigger the action for immediate purchase, store visitation, or newsletter subscription.
The concept of quantum computers sounds very futuristic. However, the future is closer than you might think. A quantum computer is a powerful computing device that uses the phenomena of quantum mechanics to process data. It allows processing all possible states simultaneously, reaching a significant superiority over conventional computers in performance. In marketing, quantum computing will help collect, transmit, and process Big Data faster, increase advertising relevance and personalization, develop new marketing channels, and make a huge step forward for creative development.
Visual search can bring user interaction to the next level. Today image recognition technologies behind this feature are getting more complex, delivering a simplified searching simplified experience for the end-users. This is how it works: 1) take a picture, 2) upload it to a search engine, 3) get relevant results. Google and Pinterest already use visual search for more relevant content recommendations. Visual search will probably not fully replace keywords search, as there is also competition from audio search (voice commands). Still, it will take over a significant part of all the search requests.
Digital transformation worldwide drives marketing trends to deliver innovative solutions and operational features. The more your digital marketing strategy goes hand in hand with the trends, being creative, relevant, and innovative, the higher business performance can be achieved.