In life, change is the only continuous thing. Some changes take place naturally as things evolve. In several cases, extraordinary intervening factors radically alter, hasten or even derail the status quo. Covid-19 turned out to be such an overriding factor, and the changes which have unfolded in the digital-marketing space since early in 2020 are a tribute to that.
In the past 18 months or so, we have seen the digital-marketing landscape shift somewhat unexpectedly. The directions of the trend didn’t alter as much as accelerate, however the changes that did take place have left both businesses and digital-marketing experts scratching their heads as to why their previously genius strategies seem to leave much to be desired.
The clearest effect of the pandemic on consumer behaviour was the rapid abandonment of brick-and-mortar shops for ecommerce platforms. This probably didn’t take anyone by surprise when you consider the medical regulations that came along with the pandemic. Likewise, commerce had already been trending that way for the last decade or more. If anything, Covid-19 only helped us get to a place where ecommerce can comfortably be referred to as the norm.
Change Is The Chief Fact Of Life In Every Business At The Moment
And the ability to master as well as exploit change has become one of the most sought-after management skills. This is specifically true in marketing, where the very tempo of change is quickening constantly.
Today’s chief executive is facing a baffling dilemma. Change gets costlier every day; however not changing can be still costlier. And even while acclimatising to change, a company’s marketing effort must reflect an internal constancy of purpose as well as an external consistency of image.
Not all alterations in marketing, of course, are equally significant. Some are confined to specific industries. Others are broader as well as more functional in nature. And among these broader trends, there are six whose effects, I believe, will be felt by almost every business.
The Challenges Ahead
As the industry remains moving forward at a rapid pace, which is driven by changing shopping behaviours as well as technological innovation, we have seen an increase in the level of sophistication which is now required across all digital channels.
This means that it is becoming more challenging to work the usual marketing model of a generalist approach, drawing on agency resource where needed. In addition, building in-house teams with the correct level of specialism in order to meet customer requirements and company objectives isn’t as s straightforward as just hiring a digital marketing manager.
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