5 Predictions for the Future of Digital Marketing in Companies
Digital marketing has become an integral part of businesses, and as such, it is continuously evolving with changing trends, technology, and tools. With an ever-increasing demand for digital marketing, it is essential for businesses to stay ahead of the curve to remain relevant in a constantly changing market. To help businesses remain competitive, we have compiled five predictions for the future of digital marketing in companies.
Content Marketing Resurgence
Content marketing is expected to make a significant comeback in the future of digital marketing. According to research from the Content Marketing Institute, 50% of marketers plan to increase their content marketing budgets in 2023. In recent years, social media advertising has been the go-to marketing strategy for startups and B2B SaaS marketers. However, Google now recommends content marketing as the best way to rank for buyer searches. As such, companies are doubling down on content marketing as they look to grow their business.
The rise of AI-driven content marketing strategies is another trend we expect to see in the future of digital marketing. With 60-70% of content creation going unused, AI will force companies to reconsider what they create and why. Publications like The Washington Post have been using AI to generate templated content, such as sports scores and crime reports, for more than two years. While we are yet to see AI-produced quality long-form articles, we expect this to change in the near future.
As AI tells us what to create, the best storytellers are still existing employees. Companies will need to have a strategy in place to activate their employees as creators and the most effective distribution channel to share the content. This paradox of AI means that the more robots tell us what to do, the more marketing experts are needed to create and share that content.
The trend in mobile hands-free technology is expected to continue growing, with voice search-powered smart devices becoming an increasingly standard way that users choose to interact with their devices. With over 50% of all search queries powered by voice search, there will be more opportunities to market to the people who own these devices. Amazon is already offering cheaper Kindle devices in exchange for agreeing to receive marketing communications, and targeted Alexa ads are in the pipeline.
The Future of Social Media
Social media is projected to continue its growth as it makes up 33% of all digital ad spending. Social media will continue to be integrated with both on and offline services, with a deeper understanding of each customer as an individual. Employers and recruiters are already screening social media profiles before interviews. As such, businesses will have the opportunity to offer highly targeted offers and services, as the AI algorithms used in social media become increasingly sophisticated.
The future of digital marketing is rapidly evolving, and businesses need to stay ahead of the curve to remain competitive. With content marketing, AI-generated content, employee activation, voice-powered technology, and social media, companies have the opportunity to stay ahead of the competition by leveraging these trends. While it may seem daunting to keep up with these changes, staying informed and adapting to the ever-changing landscape is crucial for businesses to succeed in the future of digital marketing.