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BY Kenneth Pao

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Technology moves at the rate of knots. As the decade ticks over, marketing will continue to morph at the hands of rapid technological change, so it is imperative that marketers harness this innovation and channel it in ways that will benefit consumers. For marketers, being aware of emerging digital trends and arming themselves with powerful tools is central to staying ahead of the game.  Below are some of these key developments and how marketers can optimise their strategies below. Everyone wants to market their products and services through the internet to increase the reach.

 1. Apps are the new domain to stay relevant

For the first time, India installed more mobile apps than any other countries in the world. Latest data from app intelligence firm Sensor Tower reveals that India installed 4.5 billion apps in the first quarter of 2019, ahead of the US, which was ranked second at three billion installs.

 Overall growth of apps in the country was driven by increasing smartphone penetration and dropping mobile internet rates, allowing Indians from across towns and villages to become a part of the internet ecosystem for the first time.

 In 2020, it will become even more apparent to digital marketers that if they don’t incorporate apps into their strategies, they’ll fall behind. Apps typically offer far superior site experiences such as storing user preferences more readily, providing better notification options and leveraging the phone’s native features, like geo-location. In most cases we see a far better re-engagement on apps than mobile web, even compared to progressive web apps and other hybrid solutions.

 - The APAC region stands at the forefront of mobile internet usage growth and payment innovation. By 2025, not only will the penetration rate of mobile internet usage increase by 17%, the number of mobile internet users will also increase by 42.1% to reach 2.7 billion users (that’s 36% of the world’s population!)

 2. New technologies changing the roles

New technologies are often labelled as revolutionising the marketing industry, but more than ever marketers must ensure they’re distinguishing between potential game changers and jargon. Deep Learning is often viewed as the solution to almost all advertising problems, but what marketers must come to realise next year is that it shouldn’t be the only ace up their sleeves.

 For context, Deep Learning is rarely used in bidding stages but instead for precomputing features outside the critical path, and these features can be fed into much simpler, traditional Machine Learning models or a logistic regression model with higher speeds, and lower latency to generate even better results. Deep Learning will continue to play a role in marketing strategies but only in the wider context of Machine Learning, including tree-based and regression models and self-organising AI networks.

 3. Creative is vital for digital marketing

Attracting the attention of the right consumers and building brand loyalty in our ‘always-on’ era is becoming increasingly competitive for marketers. The quality of digital marketing creative is vital.

For example, augmented reality and virtual reality in gamification-based campaigns is gaining huge popularity because for the first time, customers feel in control of the interaction. As active participants, they can reinvent the real-life environment, try various combinations before making a choice and unlock hidden rewards. These new technologies are revolutionising the path-to-purchase.

 In 2020, we can expect greater risks and focus on creative design and implementation. Performance ads are simply not meeting the demands of today’s consumer and it’s because performance marketers and brand departments aren’t working together. If marketers want to succeed next year, they must put in place new processes to create consistent, appealing customer experiences through creative that reflects brand guidelines and meet performance targets.

The new age of marketing is both exciting and somewhat overwhelming. By the time you implement a new technology, it can often become obsolete while your competitors have moved on to the next wave, leaving you behind. It is for this reason that marketers need to plan for the future. To succeed in 2020, marketers must invest in apps and change the way they think about Deep Learning and digital marketing creative, to ultimately stay ahead of the curve.

Digital Marketing industry in India is spread to almost all the business sectors. Some of the applications of E-Marketing are shopping and order tracking, online banking, payment systems and content management. The power of digital marketing allows geophysical barriers to disappear making all consumers and businesses on earth potential customers and suppliers. It is known for its ability to allow business to communicate and form a transaction anywhere and anytime.

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Tags : TECHNOLOGY digital marketing Kenneth Pao Criteo APAC E-Marketing