At CubicICE, we're constantly researching and educating ourselves on the latest innovations in digital, and assessing the potential benefits each could bring in our clients' online marketing campaigns.
To this end, Megan Stark attended a couple of the world's premier SEO and digital marketing conferences in London last month, the UnGagged Digital Marketing Conference and #DMWFexpo Global. Many of the world's finest thought leaders and innovators from across the digital marketing spectrum gathered to discuss the very frontline, and future, of digital marketing strategies and technologies.
These conferences provide an excellent benchmark for serious marketers to measure themselves against and see where they may have fallen short of cutting-edge best practices in digital.
And while we would certainly like to pause and celebrate our close alignment with the latest digital trends, resting on one's laurels in the digital marketing world is a very dangerous game to play: “If you stand still - you're going to get run over.”
Instead, we're preparing for the future of digital.
Two of the biggest changes in digital marketing to look out for over the next few years will be the effects that video and machine learning have on the web experience.
Where video has previously been seen as secondary, supporting communication on business websites, Cisco predicts online video traffic will account for almost 80% of all Internet traffic in 2019.
So look out for a huge surge in online video content in the next few years. This will be accompanied by adjustments to the Google search algorithm, where websites using video will rank higher than those not using video, so bear this in mind in future digital strategy formulations.
Machine learning and artificial intelligence continues to make huge headway in improving our online experience. It's the defining feature of Google's RankBrain algorithm, launched in 2015. Computers are better than ever at making sense of user patterns and interpreting user signals, and are providing an unprecedented level of insight into the unique interests and motives of individual web users.
These are exciting developments for marketing, because they are helping us fulfil the vision of true one-to-one marketing, where we can interpret user data and match it with highly personalised content and customer experiences. This means more focussed, targeted communications than ever before.
In addition, AI is automating marketing to individual customer journeys with a high degree of accuracy and success. For marketers, this frees up resources and time, which we can then invest in exploring new vistas of marketing strategy.
We've made sure our in-house marketing and SEO strategies reflect the evolution of machine learning algorithms, and we keep a constant eye on this rapidly developing digital revolution to make sure we're ahead of the game.
CubicICE is excited to be driving the latest in digital technologies and trends to our clients' marketing campaigns. It's our job to ensure that your digital campaigns are executed according to best industry practices, and it's a job we take very seriously.
Have a question you'd like to ask us on digital marketing? Send us an enquiry!