Essays academic service


Future trends in marketing paper internet marketing

The future of digital marketing: Powered by The Drum Networkthis regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow. What does next year hold for digital marketers?

As the year draws to a close, Return asks its senior team to reflect on 2017 and offer predictions for 2018. Topics raised include programmatic and shoppable video, voice search, and shifts in online search and targeting.

When brands believe technology will mitigate their need to intimately understand their audience, they will undoubtedly lose in the battle for attention.

As search becomes more complex with a true understanding of voice and context being needed, surfacing content will not be the biggest challenge.

The biggest challenge will be about creating an experience and narrative that people truly want to engage with. Mellissa Flowerdew-Clarke, marketing director Digital is now ubiquitous in all marketing strategies — even the industries that previously lagged behind are starting to see the benefits of utilising digital, to help future-proof customer acquisition in turbulent market places.

To be successful in the post-digital era, marketers must become instrumental across the business — not just from a brand-build and lead generation point of view, but also in its ability to be the voice of the customer; working across departments to help influence customer experience all the way from the front-line, to product development and post-sale. Marketers have struggled in the past to demonstrate its impact on the bottom line, but with an increasing focus on data-driven strategies underpinning strategic business objectives, and pressure being applied to form attribution models that prove ROI, marketing is increasingly demonstrating its worth, and its seat at the top table.

Andy Heaps, operations director The goal of digital marketing stays the same.

Trends In Marketing Essay

But the way we achieve it is changing. No longer can digital marketers work in channel silos. Ensuring consistent delivery of the right message, to the right person, at the right time, in the right place is critical to success, but only works at scale with a truly audience-first strategy. So, digital budgets need to be channel independent, and those managing budgets across channels need to be more agile than ever.

Audience behaviour needs to drive all multi-channel planning and optimisation decisions, so that at any point in time, regardless of the channel or medium, we can show the message most likely to provide the biggest possible step towards conversion.

The final piece of the puzzle, and likely the most difficult for many, is measurement.

The Future of Marketing in 2016: Trends in the New Digital Age

Dan Beckett, sales director I think 2018 will see a shift in clients from being overly focused on single channel delivery to a solution-based approach. They will be looking to engage with agencies in a more encompassing, partner-focused relationship, to ensure that digital specialism and support translates into wider business improvements.

Stephen Murphy, client services director Next year, I expect greater movement of budget towards digital video in terms of focus, formats and platforms.

Google will continue to evolve the YouTube proposition and enable more brands to easily curate and promote. I am excited to see how Shoppable video formats progress, as I think, given the potential this offers, it has been underutilised in 2017, despite some notable brands using it well, such as Ted Baker.

The future of digital marketing: predictions for 2018

Investment in programmatic video will grow, as will the use of video on the key social channels and YouTube. I expect more brands to see the opportunity to become content creators or be lead sponsors of digital only content, while others will start to more accurately target individuals online based on engagement, sequentially. Investment in, and optimisation of these top-of-the-funnel channels needs to acknowledge the increasingly fractured opportunities for consumers to buy, and not make strategic decisions from last-click data.

Using robust analytics, CRM and social data to strategise a multilayered approach which identifies and understands how to intercept the audience in a micro-targeted way, with exact copy matching their buying signal. Rodica Lazar, head of organic performance Voice search will become more important next year.

  1. This will have a major impact on the way we implement keyword research and content strategies.
  2. Historical View "They are the significant changes in the pattern of final demands marketing strategies Essay 579 words - 2 pages Develop a marketing strategyEffective marketing starts with a considered, well-informed marketing strategy.
  3. To be successful in the post-digital era, marketers must become instrumental across the business — not just from a brand-build and lead generation point of view, but also in its ability to be the voice of the customer; working across departments to help influence customer experience all the way from the front-line, to product development and post-sale.

This will have a major impact on the way we implement keyword research and content strategies. Engagement with your website will be more of a focus, with analysis of time spent on page, bounce rate and click-through rate becoming the important metrics to look at. UX will become an area of focus. Understanding your customers — what they need, want and how they interact with your website at every stage of the buying cycle, is vital.

Links are now, and will continue to be, a major ranking factor — better link acquisition strategies and more focus on brand mentions help provide relevance and context for a brand. Of course, they will still be there, but audience will be the main focus, more so than it has been in 2017.

It is all about the user journey, not just typing in keywords and serving users with a basic ad.

Find Another Essay On Trends in Marketing

The ads need to be tailored to that person at the right time in their journey, and their specific needs. Therefore, agencies and PPC really need to focus on their audience lists, and how to get specific and creative in targeting the right audiences for their brand.

Return Return was born in September 2008 with one simple aim: