As digital marketers, technology and data act as our stimulus. They provide parameters for our creativity, and a platform for our messages. The incremental nature of technological advancement means that the future of digital marketing is an exciting one. What will we know about our audiences in 100 years? How will we utilise this knowledge to create influential marketing strategies? Here are some of the possibilities for 2017.
- Social Media Dominance and the Death of the Demographic
The range of services offered through social media continues to grow, to the immediate threat of traditional media platforms. Important examples include news, advertising and live broadcasting. Matthew Nell, VP of Social Media and Community of About.com, believes that “the term social media will fade out and become a mass media form.” Furthermore, the amount of personal data that’s collected through social media means traditional ways of segmenting demographics (e.g. age and gender) will become irrelevant. If Facebook were a country, it would fall third to China and India as the largest country in the world. Therefore, in 100 years’ time we could know an unprecedented amount about the majority of the world’s population, meaning digital marketers could reach the pinnacle of personalisation.
- Creating Content for New Realities
In 2017, brands want to sell an ‘experience’ to their audiences, and digital marketers should be well acquainted with the concept of ‘brand storytelling.’ Facebook 360 advertises itself as a “stunning and captivating way […] to share immersive stories, places and experiences.” 360 visuals make it look like you are in the world that digital marketers have created. As such, the next step is to create content that makes you feel immersed. In 2117 it is certain that virtual reality and augmented reality products will be a mainstay of daily life, and therefore integral to digital marketing strategies. Sectors that immediately spring to mind include tourism and automobiles (imagine the possibilities of a virtual test drive), but the possibilities are truly endless.
- Searches Drawing Closer and Ranks Getting Tighter
In 2017, mobile has surpassed desktop in its importance to SEO. The reason behind this is simple. We’re getting used to always carrying a smartphone, which makes them more convenient to search on. But snapping at the heels of smartphones is the growing industry of wearables. Smart jackets, smart watches and smart glasses will undoubtedly become the norm in 2117, but how exactly will marketers have to adapt their SEO strategy? According to digital marketing consultant and SEO expert Jordan Kasteler, 1 in 3 of all Google Searches have local intent. Wearables could be a boon for proximity marketing. 2117 could involve smart glasses (or smart contact lenses most likely) projecting directions to the nearest local search result. Another thing to consider is how the majority of SERP users don’t bother to look beyond the first few pages of a search result. So what will happen when, thanks to wearables, page displays get smaller, or even non-existent? The next logical step is that the need to rank as highly as possible will grow stronger.
For digital marketing professionals, the next 100 years will be about growth; market competition will grow, the possibilities for widespread engagement will grow, and our knowledge of exactly who we are marketing to will grow. Many companies find this to be a daunting prospect, particularly legacy brands who aren’t acclimatised to the rapid speed of technological advancement. That’s where digital agencies such as GML come in. Our marketing services cover a broad range of techniques, meaning we can create bespoke strategies based on will help companies best reach their goals. Contact us today to find out more!