Recent headlines have shown the necessity of dexterity and flexibility and how it can be to dealing with business uncertainty. That lesson is incredibly very relevant for professionals that are handling digital marketing efforts. After all, a campaign that is deviced only a few months ago can just come off as insensitive or in a poor taste depending on the current environment. At same time, having processes in place to start changing campaigns as necessary (whether you need to start adjusting tone, the budget, or the flighting) is of the utmost importance.
The Current digital marketing trends are well designed to deal with this flux and to leave the necessary room for the change. However, since it is not a matter of “if we will face more uncertainty in the future“, but when, they are likely to become the mainstays. Here we have five digital marketing trends that should be playing a role in how your brand will approach its marketing strategy better into the future:
Find alternatives to third-party cookies
At this present moment, cookie based targeting is still very possible but not for long though. Google has plans to stop the use of a third-party cookies on the Chrome coming 2022. If this is your modus operandi for the tracking of consumer behaviour, the building personas, the targeting shoppers, and so on, you simply need to prioritise finding alternatives to third-party cookies now.
The First-party data is always and still the best option. The same has been said for the purchase intent and the unique identifiers, both of which are dependent on the first party data. Reevaluate your CRM for it to guarantee all the information is correct and very current. However, ensure that whatever solution you choose to go with adheres to consumer privacy regulations: The GDPR, the CCPA, and the CPRA are simply just the beginning of larger statutes that strengthen the consumer privacy rights as regarding to the personal data across the globe.
Explore automated content recognition
As far as the digital marketing trends go, the automated content recognition (or the ACR) is perhaps regarded as the one with the most potential. ACR technology gives room for more novel forms of targeting by the tracking of media consumption on smart TVs.
As consumers are watching the television, this tactic captures the data on media delivery (e.g., the linear, the DVR, the VOD, the OTT), the viewed content, the ad exposure, and the IP addresses immediately offering an insights into the behaviours on other devices. Not only is it providing advertisers second by second feedback on the ad performance, but also it opens up the opportunity for dynamic ad insertion on the TVs and serves complementary content to the viewers on a second device.
Master Marketing Agility
Like it was mentioned earlier, emphasising on the dexterity and flexibility will ensure you are ready to pivot your strategies no matter what the world is throwing your way. Even when it comes to the most well thought out campaign, the digital gives you the luxury of making rapid data driven decisions on how you can adapt engagement efforts and the source promising opportunities often in real time.
You can simply consider the lightning speed at which the big brands began implementing the user-generated content across the social channels last year. Faced with a lack of options for their marketing content creation earlier on in the pandemic, the savvy companies turned toward the next best option: the consumer generated media. The publish of this content exposed products to a new audiences, all while still building greater trust.