Digital Marketing Forecast: 4 Trends for the Next 4 Years
The next four years will be a transformative period for digital marketing. Consumers' expectations of brands are increasing at a faster rate than ever before. We’ve seen a global pandemic completely change the way that consumers spend their money, and post-pandemic sentiments demand marketing that caters towards consumer privacy and consent.
Digital marketers navigating this shifting landscape know that there’s always something new that could affect planning digital marketing strategies, from zero-party data to augmented reality. Forecasting trends that will be here to stay in the next four years and beyond will help marketers face the future with efficiency and ease. So, what new marketing tactics will be the most effective in the coming years?
1. Campaign placement automation
Engines and platforms continue to build automation in their products, allowing them to increase their control on decisions that were previously made by advertisers. For example, Google’s new Performance Max campaigns are set to be a highly integral part of the Google Ads ecosystem, helping marketers to refresh their digital ad strategies.
2. UID 2.0 adoption
Advertisers will be able to leverage stronger signals for awareness campaigns as data and content providers adopt Unified ID 2.0 (UID 2.0) matching for their products. The open-source framework that recreates cross-site targeting in a privacy first environment will be crucial to maintaining match rates across devices.
3. Data silos creation
Publishers have been introducing self-serve platforms and building direct relationships with advertisers to ensure privacy-safe buying as they further monetize their data. From Amazon and Walmart creating their own retail media advertising platforms to upcoming solutions from Netflix and Marriott, data silos look to be the next advertising frontier across industries and publishers alike.
4. Influencer marketing reliance
Users increasingly consume content from their trusted sources to discover relevant products. This is a main reason why influencers and creators have proven over and over that they offer a highly engaging way to connect with audiences. Platforms have figured this out and are therefore now releasing new tools for advertisers to take advantage of and tap into their networks.
There’s No Time Like the Present
The marketing ecosystem is evolving quickly, but there are trends that are here to stay. If you haven’t already, now is the time to jump on the plans for your four-year marketing strategy.
How is your organization preparing for the coming marketing shifts? If you're interested in learning more about the specific impact these changes will have on your future marketing strategies, don’t hesitate to contact us.