Digital Marketing is an important addition to any business in today’s ever-evolving landscape. It can be a difficult job to learn, but the rewards can be great. In this report we will cover the benefits of Digital Marketing and how it can help your company grow. We will also examine Digital Marketing trends from the past, present and future.
In an Uncertain Environment is a report that originated from the MIT Sloan Management Review and is published quarterly by MIT Sloan Management Review Publishing, LLC. The report is a collaboration among the business schools of MIT, Carnegie Mellon, the University of Pennsylvania and the University of Southern California.
Digital Marketing in a VUCA World [REPORT] In today’s competitive environment, marketers are increasingly challenged to stand out from the crowd of competitors. To do this, they need to focus on the elements that matter most.
We live in increasingly uncertain times and work in a complex sector. COVID-19 has clearly demonstrated that we live in an unstable, volatile, complex and ambiguous world, as it has hit digital marketing agencies and reduced the media spend they manage for their clients by 40%. It was the largest data breach in digital history. But digital marketing agencies have been on shaky ground for some time as they accelerate and embrace artificial intelligence, which means more automation and less access to the data stored in the data bubbles of the biggest media owners. Add to that the data issues related to privacy regulations, ad blocking and cookie deletion, and you get a full picture of the volatile environment in which digital marketers operate. We have to constantly look for new obstacles and decide which new options, features and functions we want to use. In this VUCA (Volatile, Uncertainty, Complexity and Ambiguity) world, digital marketers face four major challenges:
- Access to public and behavioural data
- Reliable interpretation of partial data sets
- Automation of repetitive and non-strategic tasks
- Understand how to navigate through this volatile environment
The first three challenges can give companies a significant advantage. The fourth challenge is different; it does not depend on technical know-how but on strategic insight and human intelligence. Innovell’s new report aims to help companies, both advertisers and the agencies and consultants that serve them, address this problem. The report is based on extensive research and a series of interviews with industry experts, discussing topics such as access to data, artificial intelligence, automation and business agility. The four chapters of the report contain detailed information on topics such as:
- Access to public data, privacy and ownership
- Why and how should digital marketing companies embrace flexibility and adaptability?
- Destabilizing paid search from 2018 to 2020.
The article concludes with a detailed look at the survival paths digital marketers can choose to thrive in a VUCA environment. For more information on the report and to get your copy, visit the Innovell website here.
Digital advertising (4) Paid Search (21)
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