With the changing times, comes a shifting in focus for marketers. Whereas in the past they may have focused on attaining as much success as possible with their largest spenders, today’s marketers must learn to adapt to new methods and tools.

So what are the tactics and technologies that are shaping the industry?

Here we’re going to run down the latest trends and technologies that digital marketers should know about, and as always, we’ll begin with Google. 

Multichannel Marketing

Whether you’re running a large corporation or a small business, your marketing needs may vary. No matter the size of your operation, you’re going to need to focus on more than one kind of marketing to make sure your products reach the right audience.

While it’s always a good idea to put out content that will appeal to as many people as possible, in today’s world, that means multiple platforms. Facebook, Instagram, and YouTube are just a few of the many places you may find your customers. 

Your multichannel marketing may include:

• Search engine optimization (SEO)
• Pay per click (PPC)
• Display ads (advertisements)
• Social media marketing
• Email marketing
• Website traffic
• Remarketing
• Product research and analysis (marketshare)
• Customers and audience management (CRM)

Each of these channels will bring with it its own set of tactics, goals, and metrics. For example, you may want to focus a lot on SEO for your display ads, but you’ll use social media to attract and engage with potential customers.

Consumers have grown accustomed to seeing ads on several different platforms, so if you want to reach your audience you may need to consider using several channels.

Programmatic Marketing

If you’re not familiar, programmatic marketing is when third party vendors sit between advertisers and publishers and manage ad buys on their behalf.

This technology and strategy has exploded in the last few years, with a lot of vendors specialized in offering programmatic marketing solutions.

The advantages of programmatic marketing are many. You may have the budget to buy impressions (i.e. showing an ad to someone) but not have the budget to actually acquire a consumer. With programmatic marketing, you can achieve the best of both worlds: you spend only on what you have the budget for, but you reach as many people as possible.

Your programmatic marketing channels may include:

• Search engine optimization (SEO)
• Pay per click (PPC)
• Display ads (advertisements)
• Social media marketing
• Email marketing
• Website traffic
• Remarketing
• Product research and analysis (marketshare)
• Customers and audience management (CRM)

Regardless of your chosen approach, a clear-headed digital marketer will be able to keep up with the latest trends and technologies, and remain relevant for the success of your business.