What Does the Future of Digital Advertising Hold?

"The Lumenad software is allowing us to scale our business. We are on a growth trajectory, and we are confident to onboard new business because of Lumenad."

Alissa Menke, Owner & Chief Digital Strategist, Cohort Digital

"That very first interaction sold me. With my data organized in an intelligent way, I could see very clearly what action I needed to take, and it didn’t take me drilling deep into reports to find it."

Ceci Dadisman, Director of Marketing, FlashHouse

"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."

Julia Filo, Associate Director, Digital Marketing Mission Media

"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."

Michael Jung, VP of Product Management and Technology, Precision Reach

"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."

Rob Kirkpatrick, Marketing Director, BombBomb

"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"

Steven London, co-founder, FlashHouse

"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."

Zak Kozuchowski, Founder, Rooted Solutions

"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."

Ryan Rodgers, President, Embee Media

Future Of Digital Advertising

The digital world is becoming as close to us as the real world.

Think about the recent Facebook outage. Suddenly, customers couldn’t reach out to businesses. Businesses couldn’t post events. Families couldn’t connect with each other. Friends missed events. The digital world is so incredibly connected to our real lives that there may as well not be a distinction.

The future of digital advertising, for this and many other reasons, is bright. Digital advertising will not go away. Digital advertisers have the opportunity to make a huge impact on any organization through digital marketing campaigns. But, of course, that doesn’t mean that the world of digital advertising isn’t going to change.

Companies need to get on board with digital advertising now. They need to go to seminars, hire professionals, read digital advertising articles — everything that their competition is already doing. At the same time, they need to understand that the market will change.

Today, it’s necessary to advertise on multiple channels. Tomorrow, advertising is likely to be even more fragmented. It will be harder to track customers because of privacy initiatives. Everything will be a little more spread out, a little harder, a little more challenging. However, it’ll also be more rewarding. Those who can adapt to this new environment will find themselves more competitive than ever.

How can organizations prepare themselves for dozens of channels of advertising? How can they prepare themselves to unify their data across these channels, track user behavior, and ultimately market and remarket to their clientele?

Advertising Intelligence can help. Digital Advertising Intelligence is a special type of software platform that can help companies integrate multiple channels with accurate, timely, and valuable reporting.

Companies are going to need to be flexible and will need to understand that they need to continually improve their marketing processes. Without continual auditing and constant improvement, they will likely fall behind those who are more ready to update their technology and their training. But all this alludes to an important fact: the digital marketing world is the marketing world of the future. It is no longer optional to maintain a digital marketing presence, even for hyper-local businesses.

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Digital Trends 2021

What are some digital advertising trends 2021? 2021 was a unique year for everyone and the digital trends 2021 reflect this. People were spending more time online. They were spending more money online. They were exploring new brands. And they weren’t going out. This made it very challenging for many advertisers.

So what happened in 2021? To start, chatbots became more popular. There were so many people online, customer service representatives couldn’t possibly handle all of them. Chatbots replaced live agents and gave people the sense of engagement and interactivity that they needed.

Voice search also became more popular. Suddenly, people who weren’t accustomed to living online were spending a lot of their time there. They wanted to interface in a way that felt friendlier, easier, and less mechanical. SEO and content marketing became more popular than PPC campaigns because people were spending more time engaging on social media and through the web.

But what can marketers clean from this? People want more interactivity. They want to connect with brands. They’re jaded with older marketing techniques. They want to interact on social media. They want to connect with other people and discuss brands. The more interactivity that can be built in, the better. And often that means advertising across multiple integrated channels.

Social Media Marketing Trends 2021

So, it’s easy to see why social media (and social media advertising effectiveness) blew up in 2021. More people were spending time online in 2021, so people were interacting more through social media. And this may not die out, even if people start going out more. They’ve already forged relationships online and created their online lives.

The social media marketing trends 2021 were all about heightened interactivity. Challenges became very popular. Tiktok became a venue where people could easily respond to trends and trends scaled to viral levels quite quickly. People shared material more often. It was very easy for marketers to build cross-platform campaigns.

Following 2021, some of these trends may die slightly. But it’s more likely that people are going to see that social media has an embedded place in their world.

People manage and find events through social media. They connect to distant family members. They get customer support from brands. They talk about products and services they love. They do all this and more through a venue that is used for community and social connection; through a community that can boost a company quite fast.

Marketing In 2021

Marketing in 2021 is unique in a few ways. As we edge toward the tail end of 2021, more people are quitting their jobs and fewer people have disposable income. But those who are getting newer jobs actually have more income than they have ever had before, because they’re reaching upward in their career pipeline. Top digital marketing trends in 2021 will likely involve at least some level of demographic shifting, as marketers need to be able to capitalize on these shifts in both employment and the economy.

An interesting side effect is a widespread disruption. With more people investing in gig labor and disruptive technologies, some older industries are finding themselves hanging in the balance. Startups, SaaS companies, and other tech-forward businesses are finding their marketing easier and more engaged, with many companies looking to capitalize on the disruption for additional growth.

eCommerce has grown significantly and will likely continue to grow because people who weren’t previously accustomed to making purchases online are suddenly doing a lot of their shopping online. Through the 2021 holiday season, it’s likely that a lot more purchasing will be done online than in retail stores. Many customers have learned that they simply don’t want to have to walk into retail stores to complete their shopping. They want the freedom to be able to shop on their own terms.

Because of this, there’s a lot more opportunity in the 2021 market, even in areas that may be economically depressed.

Advertising Industry Trends

Advertising industry trends have changed with the pandemic. And marketers may be able to get some future advertising ideas based on the way that the industry has changed, as well as the advertising data that has come from this.

Many companies that used to be hyper-local have found themselves advertising online, especially during the pandemic. Word-of-mouth and walk-through traffic could no longer be relied upon. So, there’s more marketing than ever. But not all these companies have been able to market themselves successfully, which also means that many marketing agencies are able to fill a hole if they can provide value to these types of clients.

Advertising has become more personal. People are jaded and tired of being advertised to. During a time that was an economic downturn for many, being pitched and re-pitched could become exhausting or disheartening. Consequently, advertising has taken a more socially focused, responsible approach. Advertising builds relationships with customers, connects with them, and finds out what they need. It’s not forward or exhausting; it’s informal and approachable.

Advertising is now more or less focusing on delivering products and services customers desire so that there’s less resistance. If there’s a product that they don’t desire, it isn’t the customer that changes; it’s the advertising company. This has further led to companies pivoting their marketing more, making sure their marketing resonates with their clients effectively and otherwise seeking to deliver customers the experience that they desire.

Future Of Marketing 2025

Of course, the pressures of the pandemic will not last. What about the future of marketing 2025? Where will the current and future trends of marketing lead?

Realistically, today’s customer is increasingly digital and increasingly online. They have more options. Brands need to differentiate themselves, but brands also have a significantly larger audience to work with. Companies are going to find social media presence more important than virtually anything else, as more people spend their time on the platforms that mean the most to them. Facebook’s newest pivot into a more aggressively pro-social network is likely to even further dilute the barriers between real life and the online world.

Marketers should prepare for marketing campaigns that are more human, that are more connected to people, that are more easily approached. Companies will need to improve their chatbots and their interactivity. They will need to create content that isn’t just there for “content,” but instead really meaningful. They will need to look into the lives of their customers, their demographics, and see what they need.

In essence, the future of marketing is the future of online and digital relationships. Companies are going to see their worth increasing based on shares, likes, and promotions. They’re going to spend less money on paid advertising (or, rather, more targeted money) and more money on developing content. And that also means that multiple channels are going to be involved. Companies are going to need to stretch their budgets and their time over dozens of channels to reach out to customers in all their favored venues.

But if they can do this successfully, they will find that their marketing will be able to snowball and accelerate in ways that weren’t before possible.

Future Of Advertising Agencies

What is the future of advertising? We’ve already covered a few: it will be more ubiquitous. It will be more personal. It will be over far more channels. But what’s the future of advertising agencies?

Advertising agencies are going to need to be more personal and personalized. Each client will have their own platforms, ads, and strategies. The days of having a “boilerplate” template are far over. It’s incredibly important for every campaign to be completely customized to the business and its brands.

Advertising agencies will also need to extend their reach. There was a time when a company could specialize in Facebook and Google. Now they need to be able to manage dozens of channels to simply survive.

But agencies are also going to find themselves busier than ever. Because so many other companies are going to be entering into the marketplace, building digital campaigns, and starting up within competitive spaces, they’re going to need agencies more than ever. Gone are the days when most companies are managing their marketing internally; it’s just not feasible. Most companies are not going to have the expertise needed to manage their own internal campaigns and will instead need to turn to the experts.

Advertising agencies have tremendous opportunities ahead of them. But they have to be ready to capitalize on it. And this leads to finding the right technology and paid ads software for them.