Digital Marketing : The Scale, Scope and Future

As Technology is evolving, businesses are changing. We never knew when Marketing became ‘Digital Marketing’. Yes, Digital Marketing is mainstream now a days.

But what is the next level? Where is it headed for? What is the future of Marketing?

Let's find out the scale, scope and future of Digital Marketing in this edition.

What exactly is changing due to Digital Marketing?

1. The SCALE of Marketing :

With the involvement of technology, marketers can now collect and analyze data at any scale.

Digital Marketing has started giving us a lot of data. Our ability to analyze the data has also got improved and is improving every single day with the AI Tsunami.

This is leading to a shift in marketing from Right Brain to Left Brain.

Earlier Marketing was mainly Right Brain focused with imagination, intuition, emotions and art as major components. Suddenly with the technology and its data, the Left Brain elements such as maths, analytics, logical keyword planning, AB Testing to find out which visual is working and which isn't are gaining the equal importance.

CXOs need to use both the side of their brains to be a great marketer in today's world.

2. The SCOPE of Marketing :

Marketing traditionally was only for customers. But business as a whole is not only about customers. It is also about employees and partners.

With the technology magic at our disposal, CXOs can now use Marketing for ALL Stakeholders - Customers, Partners and Employees.

Hence the scope of digital marketing should now be widened from customers to all three - Customers, Partners and Employees.

Why should only customers have all the fun? Businesses also need to attract and engage employees as well as partners to make a healthier ecosystem to thrive on.

3. The FUTURE of Marketing :

In addition to the major change in the scale and scope of Marketing, there are some fundamental shifts happening in the marketing world.

Some of those fundamental shifts are :

• Customization or Personalization :

Marketing with the new 'Digital' avatar can now provide customized or personalized content to the target leads.

Customization means a common (aka custom) content specifically created for a group of people. Personalization means a personalized content specifically created for a specific individual.

• Connected Content :

With the technology, businesses, brands and content creators have the ability to connect the relevant content with each other so that their target leads get the 'connected' experience.

• Constantly Available Content :

Instead of moving from one post on social media to another post and get confused, people would love to get a 'connected' content which is available at one place.

This is exactly the problem of existing social media. Both marketers as well as consumers get lost in social media and the messaging is not reaching efficiently and effectively to the intended audience.

• Community Content :

The real useful content gets created when one person talks with another and others get access to that conversation.

Communities are the future of marketing precisely because of this.

• Move from PUSH Marketing to PULL Marketing :

Gone are the days when businesses would have only their product/service in the market.

Today's customer has an over choice.

To aggravate this problem, Marketers are misusing the digital marketing. They have created a Trust Recession everywhere due to ‘Hard selling’ & ‘Fake scarcity’ created by PUSH Marketing.

In addition to this, PUSH Based Ads will NOT work in future due to ‘PRIVACY’ Issues. The old styled Digital Marketing is getting handicapped due to the new juggernaut of PRIVACY concerns which are very dear to the heart of the consumer.

All of this underscores the importance of the need to Move from PUSH Marketing to PULL Marketing.

• Lead Qualification (for B2B) :

With consumers having an over choice, businesses also have the problem of 'capacities.' Many of them can't or won't server everyone.

Businesses also need to 'select' the right customers for them and 'qualify' the lead before they actually start selling.

Digital Marketing in future will help them better their margins with precise 'Lead Qualification' in this competitive world.

Conclusion :

In summary, with the advent of Technology, Marketing is changing. Marketing became 'Digital Marketing' which is now moving to the next level. The Scale, Scope and Future of Marketing is substantially getting re-written with the advent of Technology and the AI Tsunami will add a lot of fuel to the fire.

CXOs need to position themselves well to leverage this new shift in Marketing.

I hope this is helpful.

Please do share your experiences in comments to make this discussion richer and let everyone learn more from the same.

Regards,

Chanakya Joshi

Founder & CEO,

GetAConnect Global by Content Funnels Technologies Pvt. Ltd.