The Future of Digital Marketing and How Far We've Come
)
Digital marketing always moves at a fast pace. Need a quick refresher of how far we've come in the past year? In a 2023 Technology for Marketing conference, Dr. Dave Chaffey, co-founder of Smart Insights, provided a compelling overview of the then latest trends and practical recommendations for digital marketing. Drawing from the Future of Marketing 2023 research report, Dr. Chaffey offered a pragmatic look at the innovations shaping the industry.
Take part in this year's survey
Key Insights
Generative AI: Proceed with Caution
Dr. Chaffey highlighted that while generative AI tools like ChatGPT are currently in vogue, they are often overhyped. He advised marketers to experiment with these technologies but remain realistic about their current capabilities. More advanced AI systems are necessary for strategic planning and guiding overall marketing strategies.
Lag in Digital Strategy Adoption
A significant portion of businesses are not keeping pace with digital marketing best practices. Nearly half of the businesses surveyed lack a comprehensive digital strategy, and few engage in regular testing and optimisation. This gap underscores the need for businesses to prioritise digital strategy development and continuous improvement.
AI’s Role in Email and Personalisation
AI has shown promise in specific areas, such as email subject line optimisation, although human creativity remains superior for crafting branding messages. Website personalisation is another underutilised area that is expected to grow as AI technologies advance, offering significant potential for enhancing user experiences and engagement.
Content Creation and SEO
For content creation, AI tools can assist but are not yet capable of matching human quality in long-form content. SEO remains a critical factor, with effective strategies extending beyond mere copywriting to include various technical and strategic elements.
Navigating MarTech Solutions
With thousands of marketing technology solutions available, businesses face the challenge of selecting and integrating the right tools. Dr. Chaffey emphasised the importance of a structured approach to MarTech adoption, noting that few businesses currently have such a framework in place.
Dr. Chaffey’s session provided valuable insights into the future of digital marketing, underscoring the need for strategic planning, cautious adoption of AI, and a structured approach to leveraging MarTech solutions. For businesses looking to stay competitive, these recommendations offer a clear path forward.
Watch The Full Session
Be Part Of The Future Of Marketing
Want to help us benchmark the future of the industry? Participate in this year's Future of Digital Marketing Survey!
Even more inspiring sessions at Technology for Marketing in 2024:
Latest News
-
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
-(2000-×-600px)-(1920-×-1080px).png/fit-in/500x500/filters:no_upscale())
Technology for Marketing is excited to launch the Top 100 Marketing Influencers Index for 2023 to recognise those in the industry that use social media to influence, educate and innovate our sector. -
)
From zero to a million, the story of how Laura Riches co-created a brand from nothing in three months, and set out to reinvent how to market wine creatively. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Looking at a few marketing campaigns, Ann the Storycoach teaches you to spot the storytelling and bring your customers into a different world with creative communication. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
A talk about what it mean to have a genuine message in an industry faced with scrutiny, and how to craft impactful campaigns based on honesty and transparency, while not allowing perception to stand i ... -
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ...
-
28 September 2022 - The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day o ...
-
Digital commerce and the future of e-commerce as we know it: Pre-keynote interview with Karl Lillrud
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ... -
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ...
-
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. London, 30 September 202 ...
