The pandemic and subsequent lockdowns have had a wide-ranging impact on our lives, one of which is the way virtual spaces have been granted a new license to be viewed as a marketing channel. After all, if our online experiences are no less authentic than those we have when we are out and about or watching TV, the impact of marketing in those spaces should be just as effective. So what is The Future Of Digital Marketing? Here is your complete guide to The Future Of Digital Marketing.
The digital marketing landscape changes so rapidly that it’s nearly impossible to predict what opportunities may exist in the future of digital marketing.
We have reached a tipping point where technology, such as 5G, AI, and edge cloud processing, is allowing organizations to seamlessly blend the virtual and physical worlds.
Early attempts to harness this type of ecosystem were somewhat gimmicky. In 2000-2001, there was a lot of buzz about the CueCat, a handheld barcode reader that allowed users to scan a barcode to go to a webpage. This was pretty advanced technology at the time, but the fact that the company behind it no longer exists shows that connecting the virtual and physical worlds still had a long way to go.
What does the future of marketing hold?
Many marketers now realize that the seemingly impossible is likely only a few decades away. The principle of the metaverse is the ability to seamlessly move through various digital environments to deliver entertaining and cost-effective AR and VR experiences, and it is opening up a slew of opportunities that are iteratively transforming the internet as we know it.
We can begin to define the future of digital marketing as we become accustomed to viewing the world through AR glasses and leveraging immersive technologies.
In ten years, social will most likely be a seamless fusion of online and offline. I believe the metaverse, which may still appear futuristic now, will have entered the mainstream. Most of its key components will have been refined, and new technologies responding to as-yet unidentified needs will be woven into the mix.
Superfast broadband, portable VR headsets, and always-on virtual worlds are already available. Expanded UX, which combines AR and VR to create virtual worlds in which we can all interact, will most likely be taken for granted. I believe that brands, healthcare, entertainment, and education will all intertwine in a digital world designed to improve our lives.
As we learn to navigate these new environments, content as we know it will become increasingly richer. The days of focusing on SEO-friendly websites are likely to be replaced by enhanced AR experiences that rely on information-rich content to boost brand perception.
Non-fungible tokens (NFTs) will also have matured by 2032, in my opinion. As the metaverse grows, so will NFTs, which will transition from adding value to digital artworks, memes, and video game avatars to replacing legal documents with smart contracts. As e-commerce continues to dominate, we may soon find that everything we buy is accompanied by an NFT.
However, the potential of NFTs extends far beyond authentication; the world of live entertainment could be transformed beyond our current memorabilia, with autographs and T-shirts becoming retro relics. I envision concertgoers enjoying live entertainment and acquiring an exclusive and personal digital asset to keep as a souvenir.
It may appear that social has not been mentioned much in this projection of our future; however, I believe social will become a redundant term over time as it becomes an intrinsic part of our daily lives.
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Begin preparing right away.
While this may appear to be a world away from current marketing strategies for some, one of the best ways to capitalize on these new opportunities is to let your imagination run wild. Start by analyzing the current roadblocks you are facing, regardless of the product you are marketing. Consider how you can improve your customers’ interactions with your brand.
Outline the best possible experience you can provide your online customers, define the problems your product can help them solve, and then go back over this virtual journey and identify potential stumbling blocks. Whether you want your customers to virtually try on your merchandise, take their shopping cart with them as they switch platforms, ask their friends’ opinions, or smell your latest perfume, it’s important to plan ahead.
Immersive training, for example, promises to be more engaging, compelling, and, by far, more accessible. Anyone in the coaching industry, whether it’s golf, tennis, or public speaking, will be able to tap into a customer base that never has to leave their homes—the world is literally up for grabs, as golf courses and meditation classes, as well as cycling trips through Provence, can be delivered to anyone, anywhere. Smells, sounds, and sensations, I believe, will soon be part of what is possible.
In effect, the only real barriers now exist in our traditional mindset, which may still be skeptical about how this can be accomplished. Our very human attachment to story is poised to triumph over our equally human resistance to change. I envision a future in which social defines how we experience our work and leisure lives, with easily accessible information at our fingertips and a desire to delve deeper into our potential.
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Video has surpassed all other digital channels.
For years, savvy marketers have recognized the power of online video; The Washington Post predicted in 2015 that video would account for 80% of all online content by 2020.
We’re not quite there yet, but video is already proving to be a powerful medium, with live streaming video in particular seeing a massive increase over the last year or so.
Video marketing can be extremely effective at increasing engagement levels, and the consumer appetite for video shows no signs of abating – YouTube has already surpassed Facebook as the second-most visited site (Google is number one, naturally).
You’re already behind if you haven’t fully embraced video in your brand marketing, but it’s not too late to catch up. Exciting things are becoming possible with the combination of live video and augmented reality, and original and creative videos are sure to be the big content channel winner as we head into 2019.
