From early 1990s to 2014, the landscape of digital marketing
has been changing rapidly. Tons of innovative technologies, services,
applications, etc. are introduced continuously. However, the growth rate of
digital marketing is decreasing recently. The article predicts some important
trends which marketers should be aware of.
First: “interactive video experiences.” In contrast to
commercial film (CF), a short clip might seem to be more approachable. Through
street level videos, marketers are able to promote their fresh ideas or test
their products in a more efficient but less expensive way. Besides, more and
more people start to use social media because establishing connections with
people is very important and these platforms provide easy ways for us. By
posting video clips to popular platforms, such as YouTube, a company can act
like a person and build up his own image, improving its customer engagement.
Second: “cross-screen marketing.” Not everyone is using
smartphone. According to a research, around 50% of Americans don’t use
smartphones. Therefore, marketers need to develop a comprehensive marketing
strategy which includes different media. Through multi-screen marketing,
companies can reach out to more people and increase awareness of their brands.
Third: “Data-driven location-based marketing.” Marketers
have been communicating with customers by location-based technology for several
years. They use “check in” to trace their potential customers. Recently, an
advanced technology is introduced by Google. It allows marketers to trace
people more efficiently and more precisely without using “check in”.
Fourth: “Custom content delivery.” Marketers should not
convey shallow massages to customers. Instead, through the huge data base they
already have, they should express in-depth message or slogan to the public,
building up real relationships with people.
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