How you look at online marketing will begin to change soon

How you look at online marketing will begin to change soon

If the world of online marketing, we haven't seen any massive changes that aren't easy to fix with a little time invested.  The search engine gods tweak their algorithms slightly, which means we have to adjust and edit little things on our websites like having mobile-friendly pages, but that's nothing that will hurt you if it's ignored.  The same goes for social media platforms, they tweak their systems, but there hasn't been anything major that would trigger any alarms for us to worry about.

Every year we go through the actions of tweaking our websites to please the masses, especially the search engines, but times are changing and we might need to think about this a bit more.  There have been changes in the law, net neutrality could be a thing really soon, and social media is making their own moves that shouldn't be ignored.  It's easy to think that there is a massive change on the horizon because we're used to changing when it comes to online marketing, but what exactly will be changing and affecting us in the process?  Well, here are a few things that could need your attention very soon.


A persons privacy online
When it comes to marketing, we all use cookies when running ad campaigns so we can show specific people certain ads, and we can even retarget specific visitors with certain ads that will increase our engagement.  Everything is going smoothly, but now people are constantly changing their devices, which makes it increasingly difficult to track them and know what they're doing. 

Even with that, it's still possible to track visitors with robust software and services in order to know where they will be and who is more likely to purchase.  The problem is with privacy concerns and how we're going to keep targeting people and get our ad in front of the ones who will purchase.

One of the main challenges we encounter is the fact that around 11% of people online are now using ad blockers, which will not show any ads on a page, and this means our ads won't be seen by potential buyers.  Even though 11% doesn't sound like a lot, it's actually up around 30% from last year, which means it could be increasing more and more as people become aware of the free ad blocking services they can add to their browsers.  Some websites actually make the entirety of their profits from ad revenue and set up their pages so you wouldn't be able to access anything unless you manually disable your ad blocker.  Studies have shown that people will now abandon these websites asking to disable your ad blocker because they don't need the hassle, and it seems suspicious that a website is asking them to disable something.

Live video streaming
More and more we see people "going live" on Facebook and live streaming no plenty of other platforms instead of typing up a comment or writing a discussion like this one.  This is because marketers are beginning to realize that their customers respond better to visual stimulation rather than a wall of text on a service page. 

Out of all of the options we have to advertise and market, live video streaming is one that has a lot of room to grow and should be watched.  People like watching videos, especially live ones, because they feel like they're interacting with the person streaming.  Facebook went on record to say that their live videos were seeing up to three times as much traffic and watch times compared to pre-recorded videos.  The live streams were also getting much more engagement each time, which was impressive because it was over 10x the number of comments than normal.  Live video works well because it's an actual person in front of the camera, which means it's riddled with human error, and people can usually relate to the person in the video

If you think it's just a live stream vs a recorded video, you're wrong, because it's live video streaming vs everything else out there.  Around 80% of people would rather view a brand live streaming a bunch of content that they would have likely written up a blog post about, which is an insane amount of people.

AI on Marketing
People think that it's too soon for AI to show any significant impact on advertising and marketing, but that could be because they aren't educated enough to realize that AI is already in everyday life.  AI has embedded itself into all of our marketing campaigns, mainly because the systems that approve or deny our ads are fully automated and thinks for itself.  That's just the tip of the iceberg, we don't actually know how much AI has a role within marketing and advertising, but I would say it's going to more noticeable over the next 5 years.

A lot of the AI in marketing is seen as automation, which saves you time when trying to do hours of research in 10 minutes.  Think about it, how many times have you use something that reduced your times because it ran in the background while you did something else?  That's the tip of AI doing its job for you in the marketing department if that's how you used it. 


In conclusion
Online marketing will be changing over the next 5 years, and if I'm right, it will be some drastic changes.  If you were to leave the game right now, then come back in 5 years, you might have an uphill battle when it comes to the learning process of all the new techniques and methods you would have to know just to get back in the game.  Marketing changes all the time, usually because of a search engine algorithm update, but with the incorporation of AI and how quickly it's evolving, we will see a vast change in how everything is working fairly soon.  Stay up to date, and keep researching whenever you can, so you're ahead of the curve when it comes to online marketing


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Thanks!

Tommy Carey