Lights and Technology
15 February 2022

The challenges of Digital Marketing for the future

“The era of guesswork in marketing has definitely come to an end.”

By Ricardo Rocha, Marketing & Communications Director at Noesis
Over the last few years, Digital Marketing has witnessed exponential growth and is gaining more and more importance within companies' strategies and marketing plans. In complete proliferation, the future of digital marketing faces several challenges. 
It is possible to identify four associated with digital marketing, which we must take into account for the future:
1. Getting to know the audience
Understanding the interests and the segments of target audiences is imperative for developing a good digital marketing campaign.
Without this knowledge, it becomes impossible to produce excellent and relevant content that responds to customers' needs and desires.
The content marketing paradigm lies in inverting the way organizations communicate and leaving once and for all communication centered on themselves, on their skills and credentials, to adopt a customer-centric approach and focusing on customers' pain points, how to solve them and fulfill their needs.
2. The importance of data
Increasingly, first-party data will be the basis for the definition of any effective digital marketing strategy. Knowing the audiences, segmenting the communication, personalizing the message, ensuring a truly differentiated customer experience, and flawless customer service is only possible with data.
Being able to capture, process, and understand data efficiently will make all the difference for succeeding in any strategy.
3. The ultimate statement of video content
Video will continue to be a trending topic growing progressively as the preferred format in a digital marketing strategy. We’ll tend to see the progressive replacement of static content by video. The technological advances and the democratization in accessing this tool make this format increasingly accessible for brands.
Whether by the production and dissemination of owned content - live streams, broadcasts, webinars, videocasts - or even in advertising, with the emergence of more video ad formats on social networks or streaming platforms.
Video format should be the primary choice for sharing relevant content and a strong commitment of any marketing department.
4. Leveraging Artificial Intelligence
Artificial intelligence (AI) has been gaining prominence in the corporate world, and in marketing, its use will be increasingly crucial for the success of digital marketing strategies. For example, when defining customer experience strategies, AI will be decisive in identifying patterns based on the user's purchase behavior, internet activity, or social media usage. 
Likewise, the personalization of the content allows segmenting messaging according to the target "personas", defined by previously "consumed content", and the search preferences.
Moreover, combining AI with automation in lead generation allows companies to optimize the lead qualification and nurturing process, defining the stages and content throughout the sales funnel. 
Finally, in customer service and customer care, with the use of tools such as chatbots, which are increasingly improved.
In short, the challenges facing digital marketing are exciting, and technology will undoubtedly be the enabler of evidence-based marketing. The era of guesswork in marketing has definitely come to an end.
Published (in Portuguese) in Meios e Publicidade