Digital marketing is a changing industry. If you are not on the cutting edge of it, you’re giving away a lot of ground to your competitors. There are three trends preparing to shape the future of digital marketing and you need to be aware of them.
Setting the Stage
However, before we delve into the trends we need to discuss five key statistics. This will help to set the stage and provide context for the three major trends on the horizon.
The statistics are:
- 72% of global marketers believe the traditional model of marketing is out dated.
- Mobile and video will be the main marketing driving force five years from now.
- Digital marketing spend will be bigger than IT spending by 2017.
- The individualized marketing experience relies on a customer-centric approach and predictive analytics.
- 75 billion online devices will be in regular usage by 2020.
What trends that will shape the future of digital marketing?
1. Internet of Things
What is the ‘Internet of Things’? This is a concept that states that physical objects can collect and transfer data without any need to engage humans. By the year 2017, the average household will have five devices capable of accessing the Internet. In digital marketing terms, this is one of the most exciting technologies to appear in a long time.
The Internet of Things will mean more control for consumers and infinitely more convenience. We don’t yet know exactly how marketers will collect data, what they will do with it and why, but this new dynamic between marketers who want to gain data and consumers who want something to give away this data is intriguing to say the least.
Augmented reality refers to a real-time view with elements brought in by a computer. Apps are the best example of this technology in action. As everyone knows, apps have done much to change the online and offline world.
Whilst this isn’t a new technology, we’re finally starting to see it in action. Augmented reality will give digital marketers the chance to better interact with their target audience. The hard sell will go out the window and for the first time marketers will have to engage not sell.
One example of augmented reality is Microsoft’s HoloLens. This will have far reaching consequences for both digital and traditional marketers.
3. Wearable Technology
Wearable technology is beginning to mature. The best example of this comes in the form of the Apple Watch. It’s an industry that is nowhere near its saturation point. What makes this worthy of mentioning is that it’s critical to make both augmented reality and the Internet of Things work. Without it, they would significantly diminish.
The technology we have now isn’t exactly revolutionary, but there are a range of exciting products in beta testing. Experts predict that wearable technology will begin to come into its own in the next 3-5 years.
Digital marketers will seek to take advantage of the trends and behaviors of consumers. Technology will be even more closely interwoven into our daily lives. Tracking will be easier and we can see digital marketers gaining a lot more power. The type of wearable technology in the next five years, however, is something that we don’t yet know about. Many companies are keeping their creations behind closed doors.
What Should You Do Now?
The disadvantage of these trends is we shouldn’t expect to see them in their full glory for a number of years. In the meantime, digital marketers should look to how they can better engage customers and make their strategies scalable. Digital marketing is an industry in a state of flux. By making flexibility the defining principle of any digital marketing strategy, it’s easy to future proof.
After knowing these three trends that will shape digital marketing future, you can anticipate and plan your business future. That is to maximize and adapt your digital marketing strategy to the trends and the change. If you have something in mind to ask or you have other idea to share, please let us know.