I think in the next 5 years the 3 most significant developments in digital advertising will be Content Marketing, Big Data, and Mobile Marketing. According to Smart Insights, in 2016-2017 the top 5 marketing techniques were content marketing, big data, marketing automation, mobile marketing, and social media marketing. However, today, I think mobile marketing might surpass marketing automation in the next 5 years; especially with all the events in 2020.
I believe big data will always be in the top trends or marketing techniques. This is how companies get real-time data about their consumer base. Data like what apps they’re using, what days they’re online, what times they’re online, what they look at or search for, how long they look at those things, what operating systems they are using, etc. and all of these things are beneficial to know to reach your target audience.
Content marketing is still on the rise and I believe it will continue too. Content marketing is a way a company can really hone in on and nail down what they want their brand to look like and be portrayed by others. According to the chart on Smart Insights, this will start from websites, to content like videos, images, and infographics, to personalizing the consumer’s online profile, to apps. Content marketing provides information to educate their consumers about their brand. However, the brand needs to make sure that what they are relaying to their consumers, is also what the consumers are receiving, because on the off chance that the consumers a receiving something different than intended, that could hurt the brand and its business.
I think mobile marketing will surpass marketing automation in the next 5 years. In the light of this year’s events, I think mobile marketing has changed and will continue to progress. This year several companies have had to change how they advertise and heavily change their strategies, especially companies who didn’t have a strong mobile marketing plan and were forced to create one to survive. Personally, I noticed a lot of restaurants and stores that didn’t offer online ordering or drive up pick up before the pandemic, but were forced to catch up per se in order to continue some sort of business. When the pandemic is over, I believe that these businesses who had to implement these things on a quick turn around will continue to offer these services and will only improve in the ways that they are offered.
Mangles, C., Commentator, E., & Chaffey, D. (2019, November 07). Digital Marketing Trends for 2017. Retrieved December 06, 2020, from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/