The Seven Changes to Expect in Digital Marketing

Digital Marketing Evolution
This was a revolutionary year for the digital marketing industry. While conventional marketing ruled the roost a decade back, rapid advancements in social media and technology has meant that businesses can no longer afford to miss the digital marketing bandwagon. Whether it’s social networks, location-based services, mobile websites or social web, I reckon next year will be a defining year for digital marketing. Here are the seven most important changes in the digital marketing industry.

1. Mobile will be mandatory

Till date, mobile has been a nice-to-have/ wishlist medium for most digital marketers. I reckon mobile (smartphones and tablets) will no longer be an optional channel for digital marketing next year. On the contrary, digital marketers will use the best of both worlds – native apps and mobile/ hybrid websites to enable anytime anywhere connectivity for prospects.

2. Personalization

Social networks are already beginning to offer personalized content based on user preferences. Further, they allow users to filter content as per their preferences. I anticipate digital marketers to leverage personalization big time in order to create innovative marketing campaigns according to user tastes.

3. Location

2011 was a year of consolidation for the location-based services. Foursquare and Gowalla joined hands, Facebook continued Facebook Places while Google acquired a couple of niche startups in the location discovery segment. I expect location based services to be digital marketer’s best friend next year to make suggestions about where you should eat, drink, play etc.

4. Video

Google+ Hangouts introduced the much needed innovation in the video communication segment this year. With continuous advancements in video technology, I would expect Video to be major force for digital marketers to create interactive viral web content. Tools such as Google+ Hangouts will offer the much need face-to-face communication channel for digital marketers.

5. On Demand

The line between Television and Internet-based video content is blurring first. It’s been a good year for on-demand video providers such as Netflix and Hulu and I believe they would emerge as an effective channel for digital marketers in future.

6. Publishing

The Apple iPad and Amazon Kindle Fire will change the face of the digital publishing for good. This would further open up a new window of opportunity for marketers to reach out to audiences through digital marketing campaigns.

7. Platform

I believe full-fledged ecosystems and platforms will fast replace individual applications as digital marketer’s preferred tools. Google is already leveraging its existing ecosystem to transform Google+ from a social network to a platform. I would expect Facebook to do the same using third-party apps and Facebook Connect. Such platforms would offer an end-to-end solution for digital marketers.

What changes do you expect in the digital marketing arena in the New Year? Please share your opinion by leaving a comment.

Join the Conversation


  1. Michelle       Reply

    Video is a digital marketing trend I recommend taking to.  We recently added video pre-roll to our site and have seen great revenue from it.  We did not have a player, but our provider Altitude Digital partners, was able to provide a player and content for us.  We love the revenue this brings in!

    1. Martin       Reply

      Video has been around for ages and it’s clearly here to stay – it’s surprising how many people still aren’t embracing it!

  2. Carolyn Nicander Mohr       Reply

    These are all very important, but I’m glad you ranked mobile first. Mobile is key and businesses have to optimize their websites for mobile platforms. Users quickly become impatient with sites that don’t conform to mobile use. 

    The jury is still out on QR codes. 2012 will probably be the make or break year for that technology.

    1. Douglas Idugboe       Reply

      Thanks for your always insightful comments @wonderoftech:disqus . Although the jury is still out on QR codes, they aren’t going away soon but expect an evolution in its use.

      1. Carolyn Nicander Mohr       Reply

        You’re right, QR codes are here to stay. I wonder how widespread consumer adoption will be a year from now. Any predictions?

        1. Douglas Idugboe       Reply

          Its adoption is going to be even more widespread than it as ever been.
          Many more people are now getting educated on QR codes applications in
          everyday business life; expect creativity in its use.

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    Yup, we’re moving more and more into an instant-gratification society that expects us to be on-all-the-time, in-person, face to face (video), on every platform, adaptable across all sites and devices and basically there whenever they want us! This list really highlights that when you congeal them altogether!

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