Here are some of the trends impacting the digital marketing landscape now and in the future.
The changing landscape of digital marketing
The Indian Advertising Standards Council, a self-regulatory voluntary body, governs the advertising sector in India. ASCI issued the “Self-Regulatory Code” in hopes of accepting fair advertising practices that benefit end customers. The ASCI Code applies to advertisements distributed and/or published in India, regardless of media or location of origin, as long as Indian customers are the target audience.
Prior to this, marketers relied heavily on third-party cookies to serve highly personalized ads. They were able to obtain sensitive data about the consumer and use numerous of her web browsers to retarget ads based on highly detailed information. Using these tactics created serious challenges related to privacy and public mistrust.
Nevertheless, the digital marketing landscape is changing. This new era emphasizes consumer privacy protection with non-intrusive advertising strategies. While his third-party cookies have provided marketers with an easy means to track customer data, the future of digital marketing seems far more imaginative. In this day and age, the e-commerce industry must learn about its customers through relationship-building strategies. All search engine algorithms follow this to make this change effective.
When the cookie finally shatters, digital marketers will have a plethora of new tools and techniques at their disposal. According to Statista, India’s advertising reach in February 2022 was approximately 467 million.
Consumer data privacy redefines digital marketing.
Consumer data privacy is a major concern for both authorities and consumers as more and more people rely on Internet services and platforms to conduct their daily business. Data privacy laws in India are changing rapidly. From 2022 onwards, it is expected to seek tougher measures for data regulation. These data protection advances have already triggered a significant move towards the development of consent-based solutions across advertising platforms.
Meanwhile, social platforms will seek to use first-party data to strengthen their position, while much of the open web will increasingly rely on context-driven and targeted solutions.
For first-party data, media measurement and activation teams need to hire more data compliance specialists and data scientists to ensure data safety, quality, and utility. From 2022 onwards, data security, reinvention of measurement and targeting methods, and adoption of a “monitoring and innovation” mindset will become increasingly important.
Ecommerce will change how brands manage their data
Many of the digital habits we’ve learned in the last few months will continue into 2022 and beyond. This includes e-commerce, which is witnessing the most profound changes, with over half of all digital consumers in India now buying online. Fragmentation of media investments across online platforms and markets creates widening data and organizational silos, creating challenges for effectively monitoring and optimizing digital marketing spend.
The brand is reorganizing to unite its digital media and e-commerce teams and rethinking its data architecture to accommodate increased investment in new e-commerce platforms.
The future is defined by a unified customer view.
As online user behavior and digital commerce in India continue to evolve, marketing efforts are spread across multiple platforms, resulting in data silos that prevent digital marketers from getting a complete picture of their clients and their buying process. is occurring.
Customer Data Platform (CDP) reconciles first-party data from all channels in a privacy-compliant manner. By collecting data from numerous systems, correlating information related to the same consumer, and storing the information to track consumer behavior over time, CDP builds a more complete picture of each client. Create a. This consists of personal identifiers used to personalize marketing communications and track marketing success on an individual level.
As a result, before deciding to purchase a CDP, marketers must first check whether they have access to large amounts of individual-level data to discover how to reach higher levels of data granularity. I have. Marketers should also assess whether they have the in-house expertise required to deploy a CDP, such as an IT team or knowledgeable marketing technologists.
Brand engagement is changing thanks to digital analytics.
Digital marketing analytics technology has a promising future. New and better technologies usher in a new era of digital analytics. Digital marketers will welcome more in-depth marketing analytics and e-commerce data, enabling them to build rich multi-screen and multi-device consumer journeys. Additionally, cross-platform material improvements are expected. Be more flexible and efficient. Be more visual. It also has advanced machine learning capabilities that automatically reveal insights, anomalies, and predictions. According to Statista, his average ad spend per capita in the Indian digital media advertising market is expected to reach 93.05 by the end of 2022. Additionally, Statista predicts that smartphones will account for 85% of his global ad spending in 2026.
A new era of digital marketing is at hand. This is being driven by developments in data privacy, new consumer habits, and technology solutions that help modern marketers protect privacy and create improved customer experiences. They all use data. Securing compliant data, developing new media measurement and activation methods, and maintaining a “monitoring and innovation” approach in the face of regulatory and platform privacy changes will be critical to our success in 2022 and beyond. . In the future, the potential of these advanced analytics must be maximized to provide digital marketers with user-centric insights and a deeper understanding of individual consumer experiences.
(I am the CEO of Big Trunk Communications.)