5 Critical Changes of Digital Marketing Today
Posted on July 01, 2023 14:03 PM
1. Competition & Consumer Behavior
One of the biggest challenges facing a marketing expert is none other than the change in consumer behavior. The economic uncertainty of recent times has caused major changes in supply and demand. Consumers are very wary of how they approach a business. More specifically, they now spend a lot of time researching, looking for the best quality options at the best market price. Most of them are focusing on buying basic goods, cutting back on several expenses in order to cope with the various financial pressures. During the Covid era and after, most businesses turned to creating a website and e-shop, resulting in an increase in the need for advertising, and a rise in competition. The result was none other than the rise in the cost of Google Ads. Consequently, a business would have to increase its advertising budget on Google in order to be able to appear to a large audience and attract their attention. So, in order to be able to stand out, one should not be afraid to take the risk of investing and create actions that will bring real results. But apart from these, the demands on the company itself are particularly high. That is, consumers expect the business to be as modern as possible, to have an easy-to-use and fast site, but also to be able to offer a wide range of products and services. So, a marketing expert will be called upon to deal with consumer uncertainty. He should use the entrepreneur's budget to the maximum extent, take advantage of every new opportunity that presents itself, while at the same time creating a strategy of efficient actions, which will attract the attention of the public and lead them to purchases.
2. Artificial Intelligence (AI)
Developments around this should be stormy, according to the most recent announcements at Google Marketing sumUp 2023, where artificial intelligence is not applied in advance to the famous "Perfomance" campaigns, but also to a cluster of creative tools which, with the use of AI, make the creation for the Digital Expert very fast, and the performance of the generated assets many times better. The various AI tools, and especially ChatGPT are changing the way a marketing expert approaches a strategy. Through the use of AI in Google ads it can take targeted actions and expand a business's network. This is what Google is looking for, as it has incorporated AI into its mechanisms. However, despite this fact, ads that have been built exclusively with the use of AI do not always perform to a great extent. The secret is to find what we call a right ratio, a "golden ratio" between the extent to which AI will be used in the creation of ads. But due to the regular changes of Google's algorithms and developments around the field of artificial intelligence, golden ratio is constantly changing. An experienced Promotion.digital specialist knows all the developments and can find this ratio and propose the best and most efficient solutions that will bring the desired results.
3. GA4 instant Upgrade
The biggest change expected to take place by 7/1/2023 is the full transition to GA4 (Google Analytics 4) in July. For this reason there is already a countdown on the platform with 29 days left. Despite the fact that this transition may initially cause uncertainty, the benefits are immediately apparent: -Deeper analysis for the number and type of conversions - Significantly more data and insights for an easier understanding of the visitors a business receives through the User acquisition report - Easy tracking of Google Ads campaigns However, the assistance of an expert is required for the construction, i.e. the GA4 setup. Many sections that were ready-made and customized according to the needs of each account in Universal now require adjustment. Immediately after the setup, you need to reconnect with Google Ads. Thus, we find that GA4 changes the way various elements of each account will be displayed, as well as the effectiveness of certain actions.
4. Personal data
In 2018, we had the passing of the law on personal data by the EU. and it means it started to apply in 2019. From April-May 2021, it is observed that the performance of INSTA-Facebook Ads is reduced compared to the past and after almost 12 months of pandemic, where they had experienced a particular boom. A key factor in the declining performance is the seat
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