Marketing comes in many different forms, from newspaper adverts to pop up banners on a website. As we all know, the world is changing very quickly on the digital front.
The digital world has – and still is – growing at an exponential rate, evolving from the typical print media marketing to the digital age. The rise and domination of digital marketing has led to a major change in the way marketing is produced.
Evolution of tech: new age of digital
The rapid evolution of marketing in the digital age has led to a whole host of changes throughout society. The education system has been reviewed and altered as a result of digital developments. IT and computer sciences have been subject of hot discussions regarding their fundamental role in future generations. This has progressed to the government being put under pressure to make ICT lessons compulsory in schools and implement coding as part of the curriculum.
Digital platforms play a significant role in business’s everyday operations, whether it be for a website, computer systems, databases or customer care. The importance of nurturing and allowing the next age of marketers to unlock their potential is unfathomable. The iPhone came out in 2008, and in 10 short years it’s become one of the most hotly anticipated technology launches of the year, ... selling 395 units a minute in the USA alone. The internet was first established in 1990 Since then,28 years later, it’s become a fundamental tool for communication, entertainment and educational purposes.
The potential of digital evolution
What can we achieve in the next two decades? Given that we allow young people to see their potential in both a creative and detailed field of digitalisation, the opportunity is endless. Coding and software development advances have been a major driving force regarding the development of Artificial Intelligence (AI). Robots could have the ability to communicate and function alongside humans. Governments and major tech corporations have used extensive coding and defence software systems to prevent hackers from gaining personal data of users. Hackers themselves keep adapting and evolving to keep up with ever-changing and advancing defence systems. The digital front is a relentless cycle that keeps on changing with innovation driving the tech force.
Tom Goodwin famously postulated: 'Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate.' This statement really summarises what digitalization has achieved in shifting tradition and creating a new, modern existence.
The world that Gen Z has been brought up in is lightyears ahead in terms of social functionality and ability. This gives them the experience and trained knowledge of what works and what doesn't, allowing them to use this information to advance technologically. The Gen Z user experience and their understanding of it will be crucial to founding new advancements and creations. Like the industrial revolution, which altered the functionality of the planet , the developments of digitalisation is tipped to completely transform life as we know it.
The future marketer
In marketing, new trends appear constantly that can alter certain sectors or, ultimately, take a new course of direction. It’s vitally important that marketers stay on top of constantly changing trends and methods in order to maximise marketing value.
Social media has played a big influence on trends and what is relevant. Gen Z have been brought up around social media and are typically the most active on the platform. This allows them to generally be quickly aware of any new or changing trend and alter their pattern of use to their benefit. Marketing is similar to this in theory. The general consensus believes that Gen Z are always on their phones and oblivious to what is going on in the world. Although this maybe the case, the digital world is their forte, and they are very aware of what is going on in that world... it's relative to what they know and were brought up around.
Does marketing really need fresh new ideas and a new age of marketers? Yes. Marketing changes daily, sometimes even by the hour. Change is one of the biggest factors within marketing that accelerates innovation. For a marketer, digital tech will become integrated within their roles. The scale of data and the speed it needs to be analysed will need the help of large computing systems. We’re already seeing platforms that automate parts of Google Ads such as Opteo – with a click of a button, it creates improvements based on your conversion data and performance targets.
Who knows, you might even have a robot as your colleague! The future of marketing is promising, and our current responsibility is to nurture potential. If this is done effectively, the possibilities and adaptations that are contributed to not only the marketing industry, but the way we live, will be transformed.