Digital marketing is accelerating – so what’s next?

In 2019, Hallam, Google’s Premier Partners Growing Businesses Online 2019 award winners, published one in a series of eBooks: The Future of Digital Marketing: 2019 and beyond. Covid-19 has ground the world to a halt, but has accelerated digital marketing, taking it down paths that have not been ventured before.

The team at Hallam recognises that and we’re at a stage where there is even more to add to this eBook. The Future of Digital Marketing 2.0, contains interviews with several industry experts and aims to break down exactly what the future of the industry looks like, and highlights what businesses and brands need to be prepared for ahead of digital marketing’s next big shift…

An introduction from Julio Taylor, CEO at Hallam

The latest change to digital marketing is something we have been building towards for some time now, and there are several factors behind that.

There is a massive generational change in the workforce, with 70% now millennial or younger.

We’re living in a world where, for the first time in history, the vast majority of the population is born into a digital world as standard. Digital transformation, for me, is the absolute priority and the audience is demanding it.

Because of that, there is a huge amount of complexity when it comes to digital marketing and the skill required to deliver deep and meaningful impact. You need expertise in all areas to make that happen, whether that be UX, SEO, PPC, PR, advertising, content marketing, strategy, or technical.

There is also the pace of change to consider. Factors like technology, automation, and user expectations are moving incredibly quickly. The things that were groundbreaking just a couple of years ago are now old news. Some of the topics that were hot just four years ago are now expected.

Within that, the demand for privacy is growing exponentially – partly because of the Cambridge Analytica situation, and partly because audiences are just getting smarter with it.

Read more: thedrum