Question: Which big digital marketing trends do you see coming up in the next years? We had a relatively long phase of Facebook being a dominant player in the online advertising market, but in my view their role for advertising to millennials and younger target audiences is declining and I wonder how you think the online advertising landscape will be in a few years.
Hi Sarah. Thank you for the questions and perspective. One should not underestimate Facebook’s ability to adapt, acquire (and/or copy – ‘Reels’ is a good, recent example) their way to successfully cater to most age groups, so I would not disregard Facebook (the wider platform) as one of the most important platforms in years to come. But you are right in that Snap and TikTok have had a lot of momentum recently and certainly help define what everyone else should be doing.
However, in terms of big digital marketing trends in the next years, I think the two main themes will be privacy and creative: Privacy, because it is time for the industry at large to actually put users first – also from a data and privacy perspective. With the added political and legislative scrutiny in this area, it is no longer just a question of doing what is ‘right’, but also about compliance. Most companies and platforms have a long way to go.
A renewed focus on the importance for Creative is very much related to that. Whatever the industry comes up with in terms of alternative tracking solutions, there will be less 3rd and 2nd party data to optimise for and with. This could be a good thing, because the ability to measure everything perfectly, often leads to companies optimising for short term results (sales) over building relationships. Therefore, Creative and storytelling will inevitably become front and center of everything related to digital marketing. If you are not willing to invest in producing meaningful content that can capture the interests and engage your target audience, you should not invest in digital marketing in the first place.