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Deloitte found that 72% of marketers felt their job was more crucial during the epidemic year (s). With the advent of numerous shifts in consumer behaviour over the past 18 months, digital marketing has emerged as a potent instrument for reaching out to both new and established clientele. People are purchasing and spending their time differently as a result of being compelled to adapt to new lifestyles brought about by a variety of limits on our regular activities.

It’s getting harder for digital marketers to meet the demands of their customers, stay ahead of the competition, and keep up with the latest innovations in the industry as a whole, all while adapting to shifting consumer preferences. It’s no secret that the world of digital marketing is in a time of change, with repercussions such as:

1. A customer-centric market

It’s not simple to adopt a customer-centric strategy due to the dynamic nature of client demands and expectations. Despite the importance of adopting a customer-centric approach to advertising, research by Salesforce found that

  • 66% percent of buyers say their expectations of one industry are shaped by their experience in another.
  • 52% percent of consumers want personalised offerings all the time.
  • While 66% believe businesses should cater to their individual requirements, the same percentage also believes they are treated like a number.
  • As few as 48% of consumers report having a high level of trust in businesses

2. Creating engaging content

Since the advent of widespread availability of high-quality video and audio recordings, expectations for what constitutes “interesting content” have evolved dramatically. While not an entirely novel development, there is a growing need for high-quality material. The onus is on agencies to think beyond the box in order to offer material and communicate in engaging, cutting-edge ways that are targeted toward their target audiences.

3. Complying with privacy and data-sharing regulations

Salesforce found that only 27% of customers have a firm grasp on how businesses use their private data, while 86% are seeking greater clarity.

Constant changes in privacy laws and the elimination of third-party cookies present ongoing challenges for digital marketers. Agencies must verify they are in compliance with all applicable regulations in each country they are trying to reach a population in, which can get increasingly complicated as the number of users to a website from different parts of the world grows.

4. Omnichannel marketing strategies

Email, social media, paid search engine results, native app downloads, and third-party messaging platforms should all be part of a company’s omnichannel strategy. Marketers must personalise their messages across all of these platforms, in addition to ensuring coherence. Researchers at Salesforce found that 74 percent of customers have initiated and finished a purchase using more than one channel.

The correct digital marketing team can help you capitalise on new and existing marketing trends to efficiently propel your business forward. In order to better explain their digital marketing goal, 35% of marketing leaders say that one of their major problems is fostering more synergistic partnerships across their organisation. If they want to succeed, leaders in digital marketing will need to build high-performing, cross-functional teams.

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