The Internet has largely transformed the world of marketing over the last decade. Content marketing has changed as users’ engagement with content on the web is changing all the time. How brands publish content is not the only thing that has changed in the world of content marketing. So, what has changed in Digital Marketing over the last five years?
One reason why flexible marketing is growing is on social media, where brands have spent the past several years learning to how to communicate across platforms like Facebook and Twitter. The fact that social has moved up the ranks so fast over the past decade is testament to just how quickly changing digital marketing can be, but also shows just how much the digital world is dominating the world of marketing, pushing the traditional methods down to the bottom of the heap. The number of companies that have web and social presences has grown quickly in the last decade, meaning you must keep on top of trends and best practices, as well as constantly coming up with new strategies for digital marketing.
The skyrocketing growth in the number of company websites, as well as the amount of people who (nearly 90%) report going online to research a business before making a purchase or hiring a service firm, makes effective digital marketing vital for your company. As everything shifts digitally, this means businesses are jumping online as well to promote their businesses. Companies and brands are now finding it harder to sell to consumers because they have all the information already.
The online world changes so quickly that sometimes it is difficult to keep our marketing efforts relevant with what is current. With all these new technologies coming out daily, it is difficult to stay on top of what is new in the world of marketing. Marketing has changed, and we need to learn to adapt our marketing strategies to whatever consumers want and respond to.
Considering the way consumers have changed, along with the digital world, will determine how you try your digital marketing efforts going forward. As social media continues to grow, as we use those platforms to make changes, the strategies businesses employ to reach audiences must also evolve.
With advancements in social media and technology over the last decade, PR professionals need to keep abreast of innovations in the world of digital marketing. In a world in which more than 170 million people regularly use social media, it is expected that every working professional is at least up to date on basic tenets of digital marketing. The phrase digital marketing landscape refers to a huge set of websites, social networks, sales channels, content generated by brands and users, and emerging technologies continuing to form digital infrastructure.
There was once a time (a decade ago) when digital marketing strategies were nothing but social media marketing, content marketing, search engine optimisation (SEO), and Google Ads. Ten years ago, marketers had almost no idea what parts of their marketing efforts performed well.
2012 was a year where a changing digital landscape was becoming more apparent, at least to marketers. It marked the start of a transition into a digital age in marketing.
Getting found online has spurred a massive shift in the digital marketing landscape, as companies have optimised their websites to attract higher rankings on search engines. 2012 also saw a marked rise in the prevalence of Googles Search, and an increased than ever dependence on digital marketing agencies and tools, to sustain the marketing efforts of many businesses. As a result, information-flow volumes--including those used by digital marketers--increased exponentially, with Internet-based advertising and marketing alone earning about $2.9 billion by 2004.
The advent of social networking sites LinkedIn (2002), Myspace (2003), Facebook (2004), and Twitter (2007) made information-sharing-based inbound marketing even more feasible, as Internet users began to share increasingly private data on the Internet. Another example of traditional marketing in the modern digital era is social commerce, or integration of e-commerce for retail businesses into social media platforms. Instead of pumping out recent posts to drive up social media marketing, marketers now can build synergistic experiences with consumers, with social newsfeeds also becoming shopping experiences. New digital marketing trends are even changing the way we can shop on the internet, from social media shopping feeds to Augmented Reality (AR) product try-ons.
Everything from Vine in the early days, all the way up to TikTok today, these social media platforms have impacted the way digital marketing works and delivers services to customers around the world. Technology changes rapidly; the hot social media apps today might have been largely abandoned within the next year, but many fundamental principles of marketing are still intact. Since the introduction of the iPhone, the marketing world, and the people’s access to the Internet, has undergone an enormous transformation. With Internet marketing, you have an opportunity to reach out to massive numbers of new customers simply by creating a mobile-friendly optimised website2.
In the coming years, digital marketers will be not just busy producing videos, but also unlocking secrets to voice and mobile search. More so than ever before, marketers are starting to think about voice search potential as they are working on optimising content. As the digital-first generation that makes up most consumers today, it has become more and more critical for brands to come up with innovative ways to attract millennials. Gaining consumers trust is one of the biggest goals of marketing and branding, and in today’s digital age, it is more important than ever.
The customer journey has evolved from concept to a bedrock for all marketing programs. We now have a set of tools needed to build rational, multi-touch marketing campaigns, which are in alignment with every stage in the customer journey, providing customers with better experiences and businesses with better results. By marrying the success of the classic direct marketing campaign with strategic digital marketing use (and email), the highest ROI is achieved, with better results. This is an important step in the growth of digital content marketing, which involves creating, publishing, and ultimately deploying content to a specific target audience.
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