The metaverse is a popular topic – but we shouldn’t overlook other developments in the digital industry: guest article by Sabrina Huwiler, digital marketing consultant at DEPT®.
– April 19, 2022
Don’t worry, the next few lines won’t address the latest industry hype, the Metaverse. We have other experts who can explain it better and more simply. But I’d like to “bored you a little bit: specifically about the six major challenges we’ll face in digital marketing in the next few years. As a consultant, my job is to be prepared for new trends, benefits, and challenges and prepare our clients for them as best they can.”
With this blog I want to stimulate thought. raises questions. After all, isn’t it this ever-changing environment that makes our daily work so exciting? Allow me to give you an insight (I can’t promise it will be “short”) on the six digital challenges I see we all face. here we are!
Marketing performance versus creativity – or both are possible?
Many clicks and reach: This is a daily goal that companies set themselves on digital platforms. It’s best to optimize down to the hairline so that the least amount of your media budget can secure transfers. Accordingly, the media agency is briefed and directed to monitor the most important KPIs. But with what designs? What do users see in the advertising media we display there? Good question. Clicking is often the first thing that performance marketers think of. Conversely, the creative agency would probably argue that creativity is very important. Exaggerated thesis? Naturally. But this is exactly one of the daily challenges that companies face. How do we combine good performance with great visuals? Because one thing is clear: Today’s users want both.
The future without cookies: the end «fact» targeting?
How do we limit frequencies to campaigns or retarget users who, for example, have not yet purchased the items in their shopping cart? How do we ensure a rigorous and exciting customer journey across multiple platforms if we can no longer have all the information? Digital marketers all over the world will have to ask themselves this question more and more often. As companies like Apple continue to develop topics such as protecting individual data, advertisers and brands face the challenge: How do we ensure targeting in the future? This is indeed a difficult reality for many marketers today. Solutions are passionately worked on and tinkered with – but what really prevails in the end? In the end, will classic analog advertising media gain more value again?
Everyone wants attention
Not only since Corona and we are using more and more different platforms to quench our thirst for information, distraction and communication. Digital platforms are vying for users’ attention — and successfully. TikTok has impressively proven to us that in a battle for attention, the winner is never sure. So what is the challenge with more and more new platforms emerging? To put it as simply as possible: How can we as a brand ensure that our message can be perceived and experienced by our target group across all channels however – specifically the channel? Brands face a huge challenge of producing more and more content for different channels. A huge task given the rapidly changing field of digital platforms.
Ad blocker generation
So if we all use more digital platforms than we did a few years ago, the advertising pressure on them will increase accordingly. We scroll through feeds and through hundreds of pieces of content every day – and now much of that content is tagged with commercial interests. But how is the new generation of consumers reacting to this development? With an outright aversion to anything that even remotely smells like advertising. On platforms like TikTok, marketers have to completely rethink and can no longer sign up with ad tweaks from other platforms. So how do you get to users who no longer want to “ad”?
There are no limits
More platforms. More noise. More is happening. Always a click or swipe away from the next celebrity storm and the next news about wars and disasters. Worlds are merging in the feed economy, with almost all users on the move these days, there are no longer any obvious ‘addresses’. Breaking news from Ukraine follows a cute video about cats and the next TikTok Challenge follows immediately. So how can we include messages from our partners in this complex and ever-changing context of the future? A question many companies are currently asking themselves, which are increasingly relying on large content platforms due to the pandemic and ongoing digitization.
Reliance on adults
You just mentioned relying on the big content platforms. Of course, Meta, Twitter, Snapchat, Pinterest, YouTube and Co. offer us. An incredible number of new and wonderful opportunities to tell and share digital stories with many people in this world – but thanks to these huge players, some dependencies and bubbles can arise as well, which we sometimes don’t realize very much.
There are always platforms that are completely banned in some countries. This is what happened with India’s TikTok, which has not been available since 2020. In the United States, President Donald Trump has also had a “Ban TikTok” debate. On Facebook, for example, election ads are repeatedly suspended in certain countries because the risk of abuse is too great. Just a few of the many everyday examples that show how many communication procedures are based on the big platforms. Sometimes it’s because podcasts, newsletters, or even your websites with more content are experiencing a small renaissance. You want to spread “content risk” on as many shoulders as possible. So the challenge seems inevitable for almost all players in the market: How do we take advantage of the large platforms and reach our users without becoming dangerously dependent?
Many challenges, many opportunities
This is quite a challenge, isn’t it? And we’re just scratching the surface. Is there really a “one size fits all” for this? Not really…and there probably never will be. Our digital experiences are evolving by leaps and bounds, and in a few months you may be listening to this blog post as a spoken article while taking a fun digital walk through one of the many metaverses out there. You don’t think I would have completely ignored the Metaverse, did you?
Last but not least: it is precisely all of these challenges and new things that make our work and our industry incredibly diverse and exciting. Every day we can shake off existing rules, regulations, and trends and start over. So what are we waiting for?
About the author: Sabrina Huwiler is a Digital Marketing Consultant at DEPT®, the global digital agency. The company wants to do pioneering work in technology and marketing and employs more than 2,500 people worldwide.
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