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What Is The Future Of Digital Marketing?

The pandemic and subsequent lockdowns have had numerous effects on our lives, one of which is the way virtual spaces have been given a new license to be seen as a marketing channel. After all, if the experiences we have online are no less real than those we have when out and about or watching TV, the impact of marketing in those spaces should be just as effective.

We have reached a pivotal point where technology, fueled by the likes of 5G, AI and edge cloud processing, is enabling organizations to seamlessly mesh virtual and physical worlds.

Early attempts at harnessing this kind of ecosystem were a little gimmicky. In 2000-2001, there was quite a buzz around a handheld barcode reader—the CueCat—that allowed users to scan a barcode to take them to a webpage. At the time, this was pretty advanced technology, but the fact that the company behind it no longer exists goes to show that weaving the virtual world with the physical world still had some way to go.

And indeed, how far we have come since then. As we tap into augmented and virtual reality and don a range of wearable technology, our sights are now set on a future horizon that scans for “what comes next” for human creativity.

What does the future hold for marketing?

As marketers, many of us now know that the seemingly impossible is probably only a few decades away at most. Being able to seamlessly move through various digital environments to deliver entertaining and cost-effective AR and VR experiences is the principle of the metaverse, and it is opening up a raft of opportunities that are iteratively transforming the internet as we know it.

As we get used to the idea of viewing the world through AR glasses and leveraging immersive technologies, we can start defining what the future of digital marketing will look like.

Ten years from now, social is likely to be a seamless fusion of on- and offline. I believe the metaverse, which may still seem futuristic right now, will have become mainstream. Most of its key components that already exist will have been refined, and new technologies, responding to our as yet unknown needs, will be woven into the mix.

Superfast broadband, lightweight VR headsets and always-on virtual worlds are already here. Expanded UX will likely be taken for granted, meshing AR and VR to create virtual worlds in which we all interact. I think brands, healthcare, entertainment and education will all dovetail in and out of a digital world designed to enhance our lives. Content as we know it will increasingly become richer as we learn to navigate these new environments. Those days of focusing on SEO-friendly websites will likely be superseded by enhanced AR experiences that call upon information-rich content to enhance brand perception.