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The Future Of Digital Marketing: How Technology Will Change Our Profession, Our Lives

the-future-of-digital-marketing
Written by Avinash Ghodke

There is no better time to start a digital marketing business than now. With this article, we will take you through the key stages of how technology evolves the way we market and sell our brand online. We will go over everything from traditional advertising, email campaigns, influencers, social media ads, paid search & affiliate links, content blogging, etc. All of it will be analyzed using a new framework designed by Google to measure the impact of each strategy on your brand’s growth.

This can help us identify what best suits our customers and we can further assess which products have an overall positive or negative effect on our businesses in terms of increasing sales, reducing costs, growing traffic, improving brand loyalty, etc.

1. Measure Impact of Strategies Based On Engagement

Google has introduced Engagement Ratio as a common measurement based on the amount of times your users are engaging with your website or posts. It does not have any fixed number of engagements but rather varies depending on the user’s behavior on your website or post. What this means is that the more engaged users who spend longer engaging with your site or blog you will get a higher ROI for your investments.

It then follows that there should be no need to invest in the same level of investment into another campaign when your current one seems to generate more results than expected. If the trend continues, it may be able to indicate if something about your marketing campaign needs tweaking or to consider other ideas/strategies that can yield bigger gains.

2. Understand Why Your Efforts Are Being Ineffective And Recommend Alternatives

Google Analytics provides useful insights into both organic and paid campaigns. From analyzing your audience demographics, demographics of people who interact with your domain name, keywords, where did they come from, etc., it helps us identify potential problems and spot opportunities that require better solutions.

However, Google Analytics doesn’t provide much guidance to marketers apart from measuring their audiences’ engagement. To improve it, I suggest incorporating analytics into your day-to-day activities. By tracking how many visitors visit your site, which pages loads faster, where they bounce, how frequently did they click your link, etc.,

I believe we can detect certain patterns that give our competitors an edge over the competition and ultimately help achieve better conversions. An example would be the data collected through an AdWords campaign that indicates whether a specific keyword or phrase has led to more conversions. You can compare your performance across different campaign types or the percentage change of your conversion rate versus all similar campaigns.

3. Identify Tactics For Success And Implement Them

How your branding is portrayed is the biggest deciding factor of whether you succeed or fail in achieving the goals you set out to do. You want to make sure that your branding carries and evokes happiness and positivity around your product and services. Below are some things to focus on as part of your Branding program:

4. Learn To Use Artificial Intelligence (AI)

AI is the driving force behind artificial intelligence. The general concept of AI entails making machines be able to perform tasks which previously required human intelligence to accomplish. There is also the aspect of making machines perceive information on their own. These two aspects combined form our Artificial Intelligence. In short, machine learning makes machines perform tasks in an automated manner without the involvement of humans.

Machine learning is used primarily in commercial applications such as image recognition and autonomous vehicle navigation to process vast amounts of data for automatic actions. At large, machine learning uses algorithms to explore and sort the available data in order to provide solutions. For instance, Facebook, Amazon, Netflix, IBM Watson and Google are examples of major players in the field.

Some are even claiming a $1 billion fortune. But, there is more than the numbers that made AI successful in this era. The technology is applied across several fields including design, manufacturing, healthcare, education, retail, transportation, and financial services among others. According to Statista, the global AI market size held steady during 2017 at approximately $16.6 billion.

There are three reasons for its continued demand. First, there is still massive hype surrounding the technology. Second, the technology is still relatively emerging and the companies that dominate the sector benefit massively from having the latest version of the software. Third, the scope of use is enormous, making it suitable for various practical areas.

5. Explore Newer And Innovative Technologies

In recent years, tech giants like Apple, Microsoft, Oracle, Cisco, Amazon, Alphabet, Facebook and Tesla have begun working on developing new technologies to power the next generation of connected devices and appliances. They are also trying to create new ways in which artificial intelligence will be integrated into mobile products.

One promising technology is Deep Learning which uses advanced neural networks to process data and detect patterns and similarities. Others include quantum computing, natural language processing and voice controlled robots. As these technologies evolve, the role of big data is becoming increasingly important.

Big data allows a firm to access huge amounts of data to develop new insights that drive improved decision making. After analysing the data, these firms can determine the most effective ways to deliver new experiences to consumers.

Large enterprises such as Amazon, Google, BNY Mellon, Goldman Sachs, etc. can harness the power of big data, coupled with analytics to create effective business models. Small and medium sized businesses can leverage real estate and consumer behavioral data to identify trends, identify products and personalize services. Both small and medium sized businesses and large enterprises alike have found themselves struggling with the ability to compete with organizations that have grown from mere startups, to become world’s largest corporations in the past decade.

Data, analytic, cloud solutions, and open source solutions such as Google Cloud Platform and AWS have been instrumental in helping businesses scale faster for decades. However, advancements in these platforms have enabled companies to tap into the benefits of predictive analytics and machine learning which are more powerful than ever before. New innovations, such as IoT and Augmented Reality, are predicted to push adoption of AI and deep learning further.

6. Boost And Automate Your Website

In my view, the future of digital marketing is a hybrid between two main forms of online marketing. On the one hand, websites will continue to exist as much as possible. The only reason people stop going to websites today can be because they are full of spam and irrelevant content.

Websites have evolved very quickly since the first versions were released as opposed to static data that is used for search engine optimization to rank the web. Today most people expect more content online in comparison to the old days. Therefore, websites should evolve with this trend. Businesses can automate a lot of their operations which is where robotic automation comes in.

Robots can cleanse data, manage inventory, track orders, forecast business, send reports, log the activity of staff, and so on. Once they are fully trained to perform the task, however, robots are now able to perform complex tasks that required human intervention. Companies are now providing training programs for the management staff and end users.

The aim is to train the employees to understand the new technology which has the capacity to learn and perform new job functions. When asked about it, “Robots will eventually replace people so jobs will change, especially in offices” said Chris Urmson, Director Strategic Partnership at Workforce Collective.

7. Go Beyond Organic Advertising

When thinking about digital marketing strategies, conventional approaches will always remain the backbone of the industry. Traditional advertising has been around for quite some time. It was created to showcase the diversity of the advertisers and their products and services. Over the years, this has changed drastically with the introduction of direct marketing. Direct marketing involves placing advertisements directly into targeted individuals’ inboxes on any given day so they know when to reach them.

During the early days where the internet was mainly used for searching, traditional advertising proved immensely popular. Many brands in the earlier days saw the opportunity to bring their corporate logo, slogan and product into this channel in order to promote their products. Unfortunately, as opposed to other channels, traditional advertising proved very problematic due to the lack of communication tools that didn’t allow brands to capture the attention of the masses.

With modern web platforms like YouTube and Social Network sites, it gets simple to promote your brand. Your organization can launch live streams, podcasts and video interviews with your customers so there are no distractions

About the author

Avinash Ghodke

First of all, I welcome you to your website. I'm Avinash Ghodke from Mumbai. Digital Marketer by profession. I always share my experience through blogs related to digital marketing, affiliate marketing, online business, social media, and much more.

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