The State of Digital Marketing 2018

In an increasingly high-tech world in which artificial intelligence (AI) and machine learning are rapidly accelerating our understanding of customers and paving innovative pathways to reaching them more intuitively, digital marketers have to ask themselves a logical question: Are the robots coming for my job too? No, not yet. Those tasked with reaching more eyeballs and raising brand awareness online can likely bolster their job security by staying ahead of important trends and carefully watching industry developments.

Carol Eversen, CMO of ALM, says that digital marketing has evolved from a separate functional role within the marketing department to a primary enabler that all marketers should be using to conduct business. “Many marketers are still coming up to speed on digital technologies and struggling to deliver explicitly on the goal of ROI optimization. Also, the pace of change is high, making it challenging for even seasoned digital marketers to stay on top of all the changes,” says Eversen. She also notes that no professional can claim to be an expert in all digital channels (SEO, paid search, social, video, account-based marketing, content marketing, etc.).

Eric Johnson, digital content creator for FeedbackWrench, agrees. “Digital marketers are always going to struggle to keep up with the changing landscape that online platforms present,” Johnson says. “The platforms that are popular now change almost daily, and it’s always possible that new platforms will come along. Marketers who are slow to adapt to these changes risk being left behind.”

Reach and scalability remain vexing too. “It becomes harder and harder to gain attention and engagement of consumers who expect less interaction, yet more personalization across an exploding number of marketing channels and technology devices,” says Chatmeter CEO Collin Holmes.

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