5 digital marketing trends to know for the decade

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The past two years have shown a significant increase in the amount of money allocated to digital marketing and communications, which has created challenges for high-level marketers who have not been able to keep up with changing time. The rate at which new digital advertising, social media marketing, and SEO techniques are developing and changing is faster than it has ever been.

People who have worked in marketing and communications for twenty years or more need to check their skills and knowledge. Don’t let the practices you learned a decade ago become a weakness as you fight to be heard in an electronic community approaching four billion users.

Marketing in 2010

Do you remember MySpace? Friend? These were just a few social platforms that were “outs” in 2010. Facebook and Twitter were on the rise and YouTube was creating video game stars. Google AdWords was used by some, but the world of Pay-Per-Click (PPC) advertising was still developing.

In 2010, we advised our clients to create Facebook pages and Twitter accounts if they felt comfortable doing so. Some individually branded businesses and people in the arts weren’t comfortable “showing up” in a giant global picture book or communicating in 140 characters or less.

Simply posting regularly was seen as effective on social platforms. Facebook was a couple times a week and Twitter was three to five times a week. What a difference ten years make.

When 2020 took an unpredictable turn, I decided it was the opportunity to discover the latest in digital marketing by enrolling in a master’s degree in business school. Here are some things I learned about how digital has affected marketing in the 2020s.

Related: Why So Many Entrepreneurs Don’t Know Their Digital Marketing ROI

Roles and teams in a digital world

1. Roles have changed, so marketing departments are being asked more to share some of their work with PR teams and vice versa. When I worked in a corporate environment, there was a clear separation between marketing, public relations and design. Separate these key elements today and it’s hard to accomplish anything.

2. Digital marketing and design thinking have created opportunities for companies to conduct strategy meetings and prepare new product launch plans in a more thoughtful way. Now it should be common practice to have representatives from all departments in one room. Bring your post-its in multiple colors to keep track of all the great ideas your diverse team will come up with.

3. It takes a whole village to launch a product. When I started, most marketing departments had designers, copywriters, ad planners, and researchers. A digital marketing team needs long-form writers and writers. You need a search engine marketer, web designers (who understand search engine optimization), analysts to mine data from social media and web platforms, researchers, public relations to manage messaging and branding, content planners, real-time social monitors who engage in real time, designers and producers who can edit video and audio.

Related: Is a Marketing Degree Worth It in the 2020s?

Consistent planning and rapid growth

4. Decide on a plan and stick to it until you have a chance to see how it works. Too often I see digital marketers change tactics and direction because a client or manager expresses a concern or has a new idea. Without a plan and some progress data to review, digital marketing is like playing mole.

5. Growth is good if it is sustainable. There are new businesses that take off quickly and generate handsome profits in the first five years. This is especially true in a marketing environment where word-of-mouth happens in seconds. However, if you don’t have a long-term marketing plan, you won’t continue to do well. As fast as you might grow, there are a dozen other products right behind you researching and planning their attack.

There is a lot to know about digital marketing and little time to learn. It’s an exciting time in marketing and communications, but continuous learning is key to being effective.

Related: 9 PR and Digital Marketing Trends for 2022

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