Digital Media Buzz > The Future of Digital Marketing

The Future of Digital Marketing

By Experian Marketing Services

More traditional marketing budgets are shifting toward digital mediums at a rapid pace, and for good reason. Digital marketing is typically more cost-effective and responsive; fosters immediate customer engagement; and, importantly, it’s measurable in ways that traditional advertising is not. In fact, a recent CMO Council study surveying more than 650 worldwide marketers indicated that a majority of marketers’ traditional advertising — such as outdoor, print and television — would remain the same, but their digital advertising, including social media and search marketing, would increase.

Online ad spending — and especially paid search spending — is expected to remain resistant to short-term economic slowdown. Industry analysts predict that online ad investment will grow over the next few years, but off-line ad spending will be relatively less robust and increase at a lower rate. Moreover, even when economic conditions stabilize, increasing consumer adoption of the Internet will create valuable opportunities for brand advertisers to engage audiences with rich media and video ads.

Consumer preferences are also shifting in favor of the digital landscape as it provides more options and information, while giving users greater influence and control over the relationships and experiences they have with brands. Today’s consumers want to customize the type of information they receive, how often they receive it and which channels they’d prefer. It’s a challenging paradox for marketers, and those who do not rise to meet their customers’ expectations and demands — through digital channels and traditional mediums alike — will miss out on ample opportunities for success.

The state of the digital media landscape will not remain constant. Consumer behavior will continue to change as technology evolves and new information portals capture the user’s attention. To keep up with this ever-changing phenomenon and strategize accordingly, marketers need to be informed with key performance indicators, predictive analytics reports and industry benchmarks.

To download this white paper, click here.