The next wave of marketing trends is being driven in large part by the movements that big technology firms are making.
Google has announced that it would stop supporting third-party cookies beginning in the year 2023. In the earlier part of this year, Apple released its most recent versions of the iOS and OS operating systems, which both have a new email protection function.
Is this something that will help or hurt marketers in the long run?
If someone is in charge of email marketing, digital advertising, or website optimization, our strategy for planning the next several years may need to be adjusted to accommodate these responsibilities. The following are a few trends that you should keep an eye out for.
The creative spirit is supreme.
When it comes to marketing, it is usually to one’s advantage to use their creative faculties. But in the modern business world, where algorithms are becoming less important and context marketing is becoming more competitive, creativity will be the most important factor in determining success.
The most significant possibility is in the positioning of creativity. Take, for instance, the case when the marketing department of a meal delivery service or takeout firm makes the decision to utilize a website dedicated to recipes as a channel, rather than putting advertisements on food brands. A more in-depth comprehension of the issue faced by the customer might lead to the discovery of novel and engaging opportunities for digital advertising.
Instead of concentrating on meaningless measurements or insignificant acts, give attention to purpose.
Instead of using antiquated metrics like the number of followers, email openings, and click-through rates, which are the kinds of things that we are accustomed to using to assess success, we need to measure marketing efforts transparently based on purpose.
It is not always the case that click-through rates serve as an accurate measure of intent. The savvy marketers of today have access to a great deal more information thanks to the first-data systems that are available. Engagement, downloads, and call-to-action responses are examples of more purposeful behaviors that contribute to the achievement of campaign objectives and address the buyer’s journey.
On the website dedicated to recipes, the inventive display ad will get a negligible number of hits. If a campaign generates a large number of impressions in addition to a rise in website traffic and the number of time visitors spends on the site, this phenomenon is known as “brand lift.”
Context will play an increasingly important role in marketing.
It is becoming more archaic practice to position advertisements via the usage of click-based methods. In order for marketing teams to develop the appropriate content and arrange it in an intelligent manner, they will need to have a comprehensive understanding of the buyer’s journey.
In the past, all you had to do to be successful in digital marketing was know a lot about the platform where your ads were shown. All that was needed was an understanding of what retargeting is and how to set up a tracking pixel and change the settings for an ad’s program.