Digital marketing is probably one of the most important aspects of any business strategy these days. It allows businesses big and small as well as independent entrepreneurs to reach audiences both locally and internationally.
But even though digital marketing may seem easy, it actually requires a fair amount of planning to be executed successfully. Moreover, there are many things that can go wrong along the way that could through you off your track. Hence, here’s how to future-proof your digital marketing strategy.
Why Should You Future-Proof Your Strategy?
First of all, why exactly should you future-proof your strategy? Of course, it’s a way for you to have somewhat of a safety net, but there’s more to it than that. The world of digital marketing is constantly changing, innovating, and expanding with new technologies being used and new trends arising every year if not every month. This is why so many companies are now reevaluating their strategies and trying to find a way to make them more reliable.
It’s not enough to simply create a digital marketing strategy and stick to it for as long as possible. You need to be more active with it and approach your planning as a continuous process rather than a one-and-done thing. Instead of sticking to one specific plan, you need to acknowledge the fact that this plan will continue changing and will need to be altered depending on the circumstances.
One of the biggest catalysts that led marketers to this new approach to digital marketing was the COVID-19 pandemic. Businesses were forced to switch to a completely new mode of operation which is why digital marketing now had to take on an even greater responsibility of supplying companies with customers. If your digital marketing game is weak, you wouldn’t be able to survive the pandemic.
In addition to that, there have been some major data privacy-related developments in recent years. Protecting user data became a primary focus which made it harder for businesses to get access to personal information. The changes the pandemic brought combined with the privacy-oriented approach pushed businesses to find new ways to manage their digital marketing strategies and future-proof them.
#1 Innovate with New Technologies
One of the most important things you should start doing to future-proof your digital marketing strategy is to innovate with new technologies. Integrating new tech solutions into your day-to-day tasks to solve both small-scale and large-scale problems will make your digital marketing activities easier to execute. Moreover, by keeping up with all of the new innovations in your field and in the sphere of digital marketing, you will always be up to date with the latest trends and might even be ahead of the game.
Lola Owens, an expert from the writing services reviews site Writing Judge, says, “Digital marketing is very different from other types of marketing because its environment is already directly reliant on technology. It’s the Internet we’re talking about here. This is why treating digital marketing accordingly is necessary. You need to be open to new tech discoveries and solutions that could help you launch successful marketing campaigns and strengthen your strategy. It’s the only way to go with something like digital marketing.”
Indeed, technology has been of great benefit to business in general and is particularly important for your digital marketing. Besides, digital marketers are already using tech solutions all the time – from automation tools to social media platforms, all of it is about tech. Always be on the lookout for new things to try. Experiment with your approach to digital marketing and see what works best for your strategy. Be flexible and open to new opportunities.
#2 Prioritize Data Privacy
As mentioned earlier, one of the biggest shifts in the digital marketing world was the amplified focus on data privacy. But while some businesses may suffer because of the new regulations and restrictions, it’s much better to embrace this change and prioritize data privacy as much as possible. After all, this is exactly what customers expect from you, so by focusing on data privacy, you will be satisfying their needs.
According to research, 67% of online users worldwide are more concerned with their digital privacy than they have ever been before. Nevertheless, 64% of the surveyed said that they were willing to accept certain digital privacy risks for the sake of convenience. What this means for businesses is that while their customers do want to protect their personal data, they would still be willing to let companies get access to some of it to get a better, more convenient customer experience.
This is why brands still focus so much on collecting customer data and providing personalized offers to their clients. It’s the right approach and customers do value it. This is why you should find a balance between respecting privacy regulations while also providing the best customer experience to your audience through personalization. It’s difficult to achieve but it’s still possible, and digital marketing is a huge part of it.
#3 Benefit from AI Solutions
When it comes to specific tech-related trends that you need to pay attention to, there is nothing more obvious than Artificial Intelligence. AI solutions can give your digital marketing strategy a huge boost and can help you gain a competitive edge in your niche. Moreover, the AI field is changing and developing at a fast pace nowadays which is why you can expect to get new innovations and discoveries all the time.
Jared Cooke, an expert from the custom writing reviews site Best Writers Online, explains, “It’s a bit strange how businesses treat AI nowadays. Most of them use AI solutions in their daily business operations without even realizing it, but when it comes to trying something new, they are hesitant. AI in digital marketing is not just a trend – it’s an essential part of it, and you should treat it as such if you really want to benefit from all that it offers.”
The aforementioned example of automation is actually a part of the AI world. Moreover, social media platforms and search engines both use AI-based algorithms. So, in a way, when you are using the Internet, you can’t escape AI. It allows businesses to collect, analyze, and use data more effectively and to set up their marketing activities in a more effective and efficient way. That’s why it’s so important for your digital marketing strategy to function well in the long term.
#4 Focus on Improving User Experience
Fairly recently, third-party cookies became no longer accessible to businesses – and this change was felt by everyone. In a way, it caused a panic that led to more and more companies focusing on data collection instead of actually using that data effectively. Because it became more difficult to collect data, it suddenly became more important. But what should actually be prioritized is user experience.
You likely don’t need a lot of data to realize that something is wrong with your website navigation or email marketing campaign. Instead of trying to collect more data to find proof that there is a problem, it’s much better to focus on the problem itself and how to solve it. Don’t try to find a substitute for third-party cookies but rather work with what you have to improve the experiences of your potential and current customers.
#5 Invest in Your Team
Last but not least, it’s important to realize that digital marketing is not always defined by the tech you use or the techniques you implement into your strategy. More often than not, the success of your digital marketing campaigns depends on the people working on these campaigns. This is exactly why you should invest in your team and always look for new ways to acquire talent, let your employees grow, and so on.
If you already have talented and highly-skilled or experienced people working at your company, focus on them. Invest in them. Help them become better professionals and be ahead of their competitors. If you don’t have a solid team yet, look for effective ways to acquire talent. You need to find people who are eager to learn and who already possess relevant skills and experience. When you have such people on your team, it’s much easier to adapt your overall strategy when you face challenges on your way to success.
To sum up, future-proofing your digital marketing strategy shouldn’t be too difficult if you follow the steps in this article. Just make sure that you really understand how digital marketing works and what will be best for your company’s strategy.
Lafond Wanda is a professional content writer, copywriter, content strategist, and communications consultant. She started young with her writing career from being a high school writer to a university editor, and now she is a writer in professional writing platforms— her years of expertise have honed her skills to create compelling and results-driven content every single time.