I often think about where digital advertising is heading over the next 10 years. I have a few ideas about that.
The priorities of digital marketing will stay the same over the next few years – utilizing the fundamentals where they can drive the most ROI. However, these fundamentals will include and build on content marketing, search marketing, and social media. We will see more use of artificial intelligence based marketing tools such as chatbots, voice search, and digital assistance. There will also continue to be a focus on mobilization due to mobile ad revenue continuing to increase and desktop ad revenue continuing to decrease. There will be an increase in the use of more integrated data sources (CRM, demographic data and online data to generate more qualified leads and an increase in the use of third party data. The focus of paid social advertising will be on Facebook, Google search, Instagram, Facebook and YouTube.
Location data will continue to play a role in ad buying and its use will grow in the future. It will improve in terms of providing insight on customer preferences and behaviors; help marketers understand what drives people to a certain physical location, assist marketers to know what mobile strategy programs are not working and which ones to optimize, as well as increase as a gateway into geo-fencing. Due all of these attributes and significance of location data, its use within ad buying will be more important years from now.