The drivers of change are complex and interwoven in the world of digital marketing. The trends are not islands but together amplify and accelerate the way we market and grow our businesses. Mobile phones made social networks even more viral and powerful and their inbuilt cameras just added more content in what was already a noisy online world.
Faster and cheaper wi-fi and telecommunication networks made broadband an essential utility that is now demanded just like electricity. This development allowed video to move from the desktop to the mobile and everywhere. Complexity and even faster change are the norm. So what digital marketing trends are driving change and what can we do about it?
- The growing concentration of revenue and power
- Marketing automation is now essential
- The rise of artificial intelligence
- Paid digital marketing is now a necessary evil
- Live video keeps booming
- The rise and rise of algorithms
- Influencer marketing takes center stage
But there is a bigger challenge: The rise of of an Internet of apps (not websites). Most of us are used to a digital world where you created content on your own website and then drove traffic and converted them into readers or customers. The Internet of apps is a huge fundamental shift that you can’t ignore. According the New York Times the transition from an Internet of websites to an Internet of mobile apps and social platforms, and Facebook in particular, is no longer coming. It is here. It is a systemic change that is leaving many publishers (and businesses) unsure of how they will make money from their online assets.
Read the full article from Jeff Bullas here.