Marketing in the 21st century is very different from marketing 10 or 20 years ago. The digital revolution has changed almost everything in our lives, and marketing and advertising is no exception. Once the internet could handle advertisements, and then social media became a way of life, marketers knew they had to change tack.
Businesses are constantly moving their budgets from traditional marketing techniques such as TV adverts and billboards to digital strategies. As everything becomes mobile and lifestyles are increasingly ‘on-the-go’ businesses are also targeting mobile advertisements over desktop. eMarketer suggests that mobile will account for 72% of US digital ad spend by 2019.
Yet, the transfer of advertisements from print to digital is by far from the biggest change in marketing. With the invention of social media platforms, which is ongoing, advertising is no longer enough for businesses. Companies need a presence on various apps and platforms, in addition to their own website, to stay competitive. Engaging with your audience is a daily task and social media posts need to be well thought out by marketing teams.
Additionally, brands now need to be publishers too. They must create content in order to build trust with their audience and compete with other websites. This content is often in the form of a blog or businesses can also have YouTube channels for posting video content; don’t forget that video is the web’s favourite medium. This year, video content is set to make up 74% of all internet traffic. Click here to see some more statistics about the power of video marketing.
Content marketing is definitely a way in which marketing has evolved. Brands that post high quality content on a regular basis are likely to do better than those that don’t. This means businesses and marketers have a lot more to do these days than just focus on the next creative promo campaign.
Another significant change is the added technical element of digital marketing. Traditionally marketing is a creative job, but today there is so much data and analysis involved that it feels more like mathematics. SEO is a digital marketing technique which requires careful strategy and technical IT skill. Real time data provided by websites can also be used for reporting and data analysis, which measures the success of an SEO campaign or content marketing strategy.
The ever changing digital landscape has certainly caused the marketing world to adapt. But as marketers that’s what we have to do – adapt to consumers. Need help with your digital marketing efforts? Get in touch.