How Modern Technology is Rewriting the Rules of Marketing Over the past decade, we've witnessed a whirlwind of transformative changes that have redefined the very essence of digital marketing.
By Christopher Tompkins Edited by Micah Zimmerman
Key Takeaways
- From the rise of social media platforms to the shift to transparent marketing, these tools and strategies have brought a fresh perspective on how we approach each new campaign.
- Let's take a look at some of the biggest trends and tools that have emerged in the last decade and how they've shaped today's digital marketing space.
Opinions expressed by Entrepreneur contributors are their own.
Ads look a little different in today's world than they did in 2013, and it's all thanks to the innovative minds of marketers and professionals who saw the changing marketing landscape and found new ways to adapt and refine their work.
So, with that said, let's take a look at some of the biggest trends and tools that have emerged in the last decade and how they've shaped today's digital marketing space.
Social media and search engines have become a staple
First up, we have the (in)famous social media platforms. These have become every extrovert's dream and connected billions of people together. In the marketing world, these spaces have provided businesses with a stage to strut their stuff.
Sure, social media was big in 2013, but today's social media blows it out of the water. Take Facebook, for example. It remains the largest social media platform today, just as it did a decade ago. Here's the difference: in 2013, Facebook had 1.2 billion users. Today, it has over three billion.
Unsurprisingly, this massive growth of users has also led to social media ad spending skyrocketing from an estimated $4.1 billion in 2013 to over $72 billion in 2023. Along with a rise in the number of users, social media platforms also provide advertisers with more ways than ever to interact with their audiences. For example, stories and short-form videos have become pivotal, providing brands with immersive ways to engage their audience.
Next is SEO. Remember the days when finding information was like searching for a needle in a haystack? Thanks to the evolution of search engines, today, if you need to find the best tacos in town, you can simply "Google it."
The practice of search engine optimization has grown in importance as businesses strive to optimize their online presence and rank higher in search engine results. This visibility is crucial — can you even remember the last time you looked at the second page of a Google search?
Without SEO, your website might as well be hiding in plain sight, and we all know how well that works out.
It's not just about keywords and metadata — marketers need to grasp the nuances of voice search, featured snippets, and mobile-friendliness to maintain a competitive edge in the digital realm.
That brings me to my last point in this section: mobile optimization.
It's a phone's world and we just live in it!
In the last decade, mobile devices have become more than just another piece of tech — they have become the centers of our universe. With the mobile-first approach, marketers have had to adapt to a world where screens are small and attention spans are even smaller.
The key to success? Responsive design, user-friendly mobile apps, and embracing the thumb-scrolling generation.
Related: 6 Free Tools That Help Optimize Your Website
Traditional marketing has moved to digital
The power of digital PR is also something that cannot be ignored. Remember when PR was all press releases, phone calls, and snazzy press events?
Well, in walked the digital space, where PR has transformed into managing online reputations, securing backlinks, and crafting compelling narratives that capture customer's attention while scrolling. This opened many doors for businesses to connect with their audience on a more personal level.
Moving from print ads to digital ads allowed brands to reach a variety of highly specific audiences in a short amount of time - something that has truly revolutionized marketing in the last decade. The term more for less stands true in this instance.
Now, brands can have successful digital PR campaigns involving influencer collaborations or virtual conferences at the click of a button instead of fighting to be on the front page of the newspaper.
Related: 10 Marketing Strategies to Fuel Your Business Growth
Content marketing has become crucial
Last but definitely not least is content marketing. Content marketing has transformed from mere blog posts and newsletters into a full-blown art form in the past decade. It's not just about creating content; it's about telling compelling stories through podcasts or live shows.
Whether it's an engaging video, an informative infographic, or a heartwarming blog, content is king, and creativity is your crown. With this reliance on connectivity — trust has moved to the front of every consumer's mind.
If you want to build trust — you better be prepared to prove it.
We have learned in the last decade that our audience won't just take our word for fact anymore. They want to see the proof in the pudding. Customers demand the truth, and they can sniff out dishonesty from a mile away. So, be open about your brand, products, and values. Authenticity is the name of the game, and consumers appreciate it more than ever.
This means every strategy should be hyper-focused on personalization. Gone are the days of generic, one-size-fits-all marketing campaigns. Now, it's all about making your customers feel like each message was created just for them.
Using data, we can personalize our marketing efforts to each customer, delivering a more unique and tailored experience. This not only improves customer satisfaction but also drives more sales and revenue for businesses.
