The digital landscape is constantly evolving, presenting both opportunities and challenges for businesses. With marketing playing a crucial role in a business’s sustainable growth strategy, it’s more important than ever to understand emerging trends to implement actionable frameworks for success. Paula Hulley, Managing Director at Digitas Liquorice, outlines the key trends shaping the future of marketing and what businesses can do today to get ahead.
According to the World Advertising Research Center (WARC), ad spend in 2024 was projected at $1.08 trillion, a 10.7% increase from 2023. Digital channels, particularly pure-play internet advertising and social media, dominate this spend, reinforcing the critical need for brands to be where their audiences are.
In South Africa, where 75.2% of the population is online and boasts the highest time-on-screen usage rate globally, digital platforms are becoming the go-to channels for reaching and engaging with audiences. In fact, data from the IAB South Africa Internet Advertising Revenue Report (‘AdSpend Report’) notes that between 2022 and 2023, adspend on these platforms increased by 21.5%, with online ad spend comprising 40% of total ad spend — that’s R17.72 billion!
To capitalise on this, brands must redefine their digital strategies and foster meaningful consumer interactions. Get started with these four key trends shaping the future of digital marketing, including actionable steps to take now.
Targeting And Personalisation
Today’s consumers demand relevant, meaningful interactions with brands. This means personalisation should be a core concern for brands, focusing on reciprocal engagement. With the inevitability of third-party deprecation, first-party data and insights powered by artificial intelligence (AI) are essential. Businesses must explore ethical data strategies that align with the adoption of AI tools to enable hyper-targeted marketing at scale.
What You Can Do Now:
– Prioritise first-party data by building owned consumer databases through loyalty programmes, email sign-ups and value-driven interactions.
– Leverage AI responsibly to analyse user data and create dynamic, personalised campaigns.
– Ensure data transparency by providing clear opt-in and opt-out options to maintain consumer trust and comply with relevant data regulations.
The Influence Of Social Communities
Social media communities have emerged as a powerful marketing tool, offering brands a way to engage with consumers more authentically and in real time. With consumers as active participants within digital communities, pushing ads is secondary to connection, especially in a country where 78% of internet users are using social media to research brands and products. In particular, platforms such as TikTok are driving influence on purchasing decisions from niche communities.
What You Can Do Now:
– Engage authentically by offering real value through meaningful interactions, content and experiences.
– Encourage community participation and digital word-of-mouth by collaborating with leaders of niche communities and micro-influencers.
– Monitor social sentiment and adapt to audience behaviours to build brand loyalty. This includes listening and responding to your communities on all your channels.
The Rise Of Retail
Retailers have stepped up their game, becoming advertising platforms in their own right and reaching consumers in new ways. Platforms such as Takealot and Checkers have adopted omni-channel strategies that provide brands with innovative ways to engage audiences digitally and, in the case of Checkers, in physical stores, too. In South Africa, township e-commerce and social commerce present new opportunities for brands to connect with digitally engaged consumers.
What You Can Do Now:
– Investigate the potential of retail platforms for advertising, especially those who offer same-day shipping and personalised recommendations for a partnership in connected customer experience.
– Leverage shoppable ads to enable direct purchasing from social media and e-commerce integrations for a seamless, connected customer experience.
– Optimise for mobile with user-friendly experiences and maintain consistent offers across digital and physical channels.
The Impact Of AI
AI encompasses much more than generative AI and is revolutionising marketing by allowing brands to automate audience targeting, optimise budgets and enable predictive insights. Brands are using AI for content creation, monitoring social media sentiment and personalising ads. Given this proliferation of AI, there are concerns around the responsible use of the technology, with brands establishing usage guidelines and agencies developing private AI solutions to ensure brand data is protected.
What You Can Do Now:
– Invest in AI-driven analytics to understand the direct impact of marketing activities on key performance indicators (KPIs).
– Adopt ethical AI practices by developing internal policies to ensure responsible and privacy-compliant usage.
– Implement AI-powered tools, such as chatbots, to improve consumer experiences and advertising strategies.
From hyper-personalisation and social community influence to AI transformation and retail media opportunities, the future of marketing is dynamic. Connected brand experiences deliver growth, while disconnections lead to lost opportunities. Businesses that invest in connected experiences will lead the way in a digital-first economy. By adopting these actionable steps, businesses can future-proof their marketing efforts and turn the momentum of digital transformation into long-term growth.
