These days, digital marketing seems to be all the rage. So much so that traditional copywriters are beginning to find that they need to improvise, adapt and overcome to stay relevant with the advertising and communications industry. As we move headlong into the future, there are a number of things to take note of and do to prepare for the next disruption.
Digital Marketing 4.0
Previously, one could get away with the usual framework that comprises websites, email campaigns, digital advertisements, basic social media management and basic blog publishing. The immediate concern then was on increasing visits to websites without having to worry about lead conversion and proper online lead qualification. That’s not the case anymore, though.
Nowadays, you’d be expected to provide more integrated Global Marketing, which combines inbound and outbound marketing. An example of this would be where right after someone reads a blog article on your site, you immediately follow up on that with an email that shares more meaningful content for better engagement.
On another note, you’ll also need to have a more cohesive marketing technology Stack. This is because, unlike in the past, there is no longer just one software tool that can save the day. Marketing isn’t solely about creative work anymore and the infrastructure needs to be designed and integrated correctly so that the elements can leverage off each other for better growth and results.
By making the most of deep analytics and data mining, such as AI and machine learning, we are now able to utilize an omnichannel marketing strategy. This encourages diversity in mediums when it comes to communicating your brand and ensures that you are able to fully maximize your reach. In doing so, you’ll be able to avoid focusing only on one medium.
Artificial intelligence (AI) may still be in its infancy, but in the digital marketing context, AI is used for meta-analysis of broad-spectrum data sets and working with that data to make independent decisions. Clear examples would be Amazon and Netflix which already have built-in AI features that help with recommendations and transactions. As we progress further, AI will become more prevalent in content creation, voice and face recognition, chatbots, digital assistants, and highly targeted marketing strategies.
What happened to good ‘ol Social Media?
The function of social media is changing as we speak. It’s no longer being used to solely interact with peers, because today’s users want more control over what they see and are more attracted to more user-focused, less ad-focused ways of being entertained and interacting with peers. Nowadays, digital marketers need to keep an eye on the evolution of social media platforms in order to incorporate explicit advertising strategies; and at the same time, learn and understand new ways to collect customer information implicitly to hit a home run with their strategy.
Loathed by some, loved by others, influencer marketing has also seen huge success specifically in social media channels and is expected to grow and evolve in 2018 in both the B2B and B2C sectors. For new adopters, it has mostly been used for specific campaigns, but it certainly has the potential to become a continuous strategy. The reason why it’s so effective is that there’s already a built-in audience, which gives marketers the opportunity to build quality leads easily.
So, whether you’re already neck-deep in the world of digital marketing, or you’re looking to wet your feet in it, it’s important that you familiarize yourself with these trends. In the long run, it’ll allow you to be of benefit to the clients and businesses you’re involved in.
As for the creative industry, it’s business as usual as we are no strangers to innovation and progress, has introduced a multitude of lifestyle- and society-changing phenomenon over the years, such as mobile marketing and niche targeting applications. We’re creatives and that’s how we roll!
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