[Updated for 2023]<\/p>\n\n\n\n
It\u2019s 2023. AI is all anyone can talk about, TikTok is not just for dancing, and print is still hot. Five years ago, we conjured up seven digital marketing predictions that would take the world by storm. A lot has changed, but – were we right? <\/span><\/p>\n\n\n\n Every year we are influenced and impacted by innovations in digital marketing. Marketers and businesses alike have had to adapt at every turn to meet the needs of our target audiences. We have rediscovered (again and again) what the age of social media has painstakingly taught us. In a world full of scripted \u201creality\u201d in the media and filters on every image, consumers value transparency and emotional connections, especially before making a purchase or adopting an idea.<\/p>\n\n\n\n RELATED: THE RAPIDLY SHIFTING DIGITAL LANDSCAPE: WHAT ARE THE TOP 5 MARKETING TRENDS FOR 2023?<\/a><\/strong><\/span><\/p>\n\n\n\n Data, or Big Data, was one of the newest shining stars way back in 2016. The concept of big data, put simply, is knowing your customer (not just thinking<\/em> you know). Why do your current customers use your services? What problems are you solving for them? Having data-driven answers to these questions allowed us to predict user behavior, target specific consumer groups, and forecast a more accurate user sales report. We predicted that this practice would only gain traction. <\/p>\n\n\n\n Did This Prediction Come True? YES. <\/p>\n\n\n\n Customization and personalization are all the rage when it comes to segmenting and targeting communications with your customer base. It\u2019s no longer about quantity, it\u2019s about finding the right fit, offering the right product or service, and using the data you have to solve your customer\u2019s problems. <\/span><\/p>\n\n\n\n <\/p>\n\n\n\n Another challenge for marketers when it comes to data is showing the value of non-direct responses, such as video watch rates, shares on a blog post, or even a lost visitor to a website who didn\u2019t convert to a direct sale. All these things have been huge challenges in proving the worth of a digital campaign. In the future, marketers will again be held accountable as ubiquity increases. We predicted that formalized measurements and standards will be enforced to prove campaign success. <\/p>\n\n\n\n Did This Prediction Come True? YES.<\/p>\n\n\n\n Digital campaigns are no longer thought of as a tool for attention but, instead, a tool that helps drive the organization\u2019s goals forward. These metrics are invaluable to understanding a consumer\u2019s needs and where they are in the buyer\u2019s journey. <\/p>\n\n\n\n We already know 2016 was armed with the power to block ads. Marketers saw this line of defense and countered with native ads or ad content that fit its surrounding. They go by many names, like sponsored content or promoted content, but in the end, it’s smartly placed content that does not interrupt the user experience. Our prediction is that this will require us to become craftier. No longer is a Buzzfeed-style listicle ideal (they\u2019re still fun, but we can do better). Consumers are going to get bored with being fed this type of content. So dig deep!<\/p>\n\n\n\n Did This Prediction Come True? YES.<\/p>\n\n\n\n In a world saturated with mediocre content, we must provide content that actually has value, is entertaining, and is compelling to those who are reading it. With changes to algorithms and the ability to bury ads, and an influx of content sure to follow with the advancements in AI, you must work to ensure your content is seen. <\/p>\n\n\n\nHERE ARE 7 PREDICTIONS WE MADE IN 2017 – DID THEY AGE WELL? <\/span><\/h2>\n\n\n\n
BIG DATA<\/span><\/h2>\n\n\n\n
ACCOUNTABILITY<\/span><\/h2>\n\n\n\n
NATIVE ADS<\/span><\/h2>\n\n\n\n