Planning ahead for 2015? Don't miss these key trends in
digital marketing, as examined by columnist James Green.
“The digital marketing industry is experiencing a major
transformation.” The main change driver is the abundance of new data being
created every second. Marketers are learning how to decipher and implement the
information they are receiving, which will drastically change the digital
marketing landscape.
As consumers are also continuing to shift from online to
mobile platforms, retailers need to continue to learn about how the behaviors
differ because consumers expect a seamless experience.
1.
Big Data Will Become Bigger
a.
Companies now have so much access to data and
they are learning how to process it all to improve the customer experience.
b.
Big data will continue to grow, forever!
2.
First and Third-Party Data will be a Hot Topic
a.
This will help retailers have a better picture
of who their customers are and when they are ready to make a purchase.
3.
Automation will Continue to Increase
a.
“Eventually, all media buying will become
automated”
b.
We are already starting to see a lot of this, with
more and more real time ad buying
c.
The trend will continue and expand to other ad
spaces, including TV
4.
Ad Fraud will still be a Concern
a.
Fraud represents 5-10% of all search clicks,
which is huge!
b.
Display fraud is even more complex than search
because of the large numbers of players and intermediaries
c.
Unfortunately, the perpetrators hide out in
countries where this is not necessarily illegal so this is unlike to go away
anytime soon
5.
The Need for Personalized Advertising will Grow
a.
As marketers are getting access to way more
data, they will be more likely and able to target individuals as opposed to
broad populations
b.
Data sources will be combined to create complete
customer profiles
http://marketingland.com/state-digital-marketing-2015-109130
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