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Keeping up to date with the latest news is a good way to stay competitive in a fast-paced industry like marketing, but getting one step ahead allows you to not just stay competitive but get an early advantage over your competitors. Predicting the future is a nearly impossible task, but analyzing trends and current events gives us a window into some of what is likely to happen in the coming months and years. Changes to the way email marketing is done, an increased expectation of privacy and security, and more widespread applications of Artificial Intelligence and Machine Learning will change the landscape of digital advertising.

Email marketing

Email is Changing, and it’s More Important Than Ever

Email marketing is one of the most effective advertising channels that you can access. It can be quick and easy to set up, and has a high return on investment. The ability to personalize email marketing messages make them a good way to make sure the message is relevant to everyone it goes out to. New developments will allow emails to be more interactive and behave more like apps and websites are expected to increase the effectiveness of email marketing campaigns. Email marketing campaigns have many benefits including being cost effective, being personalized, and collecting feedback. All of these benefits can be expected to improve as the technology behind emails continues to develop.

Privacy and Security Expectations Among Consumers

There has been a wave of change in internet and data laws in the last few years as governments put pressure on tech giants to stop collecting and selling data on their users without permission. This change has been driven largely by laws implemented by the European Union over the last few years, and they aren’t done yet. The EU implemented the General Data Protection Regulation in 2018, and more laws are being drafted at the moment. The EU Laws have inspired many countries to adopt similar laws in response. These changes, in combination with major data leaks of companies like Facebook (now called Meta), have increased consumer expectations of privacy and security for their personal and sensitive data.

Despite increased expectations of privacy and security, consumers still want personalized marketing messages. This creates an interesting challenge for marketers to overcome. It is important to provide the reasons for collecting data and show the customers the value you can provide if they allow it.

Artificial Intelligence and Machine Learning

The power of Artificial Intelligence and Machine Learning has grown rapidly over the last few years. Adopting machine learning into aspects of your digital advertising will allow you to achieve more with what you have. Machine learning can be used to assist data analysis to generate more connections and correlations to allow for better targeting of campaigns. It can also be used to assist with generating marketing messages on a per-customer basis using natural language generation. This technology allows for the same message to be adapted to be as relevant to every user it is sent to, leading to increased performance of the campaign. It can also lead to fewer emails needing to be sent to achieve the same conversion numbers, which leads to reduced costs.

Changes in digital advertising can happen in a flash, so it’s important to try to get ahead of the curve and look to the future and what might be coming in order to be prepared. Developments that enable new functionality in email messages, consumer’s expectations of privacy and security, and increased availability and adoption of artificial intelligence and machine learning for advertising are some of the things we expect to see create big changes in the near future in the world of digital advertising.

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