In a world that has evolved from print, radio and TV to the expansive realm of the online age, marketers have continually sought ways to connect with audiences in their information-consumption hubs. Digital marketing has become the driving force behind modern marketing efforts. From search engines and websites to social media, video content and mobile messaging, consumers now rely primarily on digital channels for information, product discovery and service exploration.
The digital marketing landscape is both vast and intricate, demanding marketers craft cross-channel strategies that establish their brands across diverse platforms. This dynamic environment requires a scientific mindset. Marketers must continuously test hypotheses, acquire knowledge and make incremental improvements. Over time, the successful execution of disciplined strategies ensures that brands become ingrained in consumers’ consciousness during their pivotal “moments of truth.”
Carl Fremont, CEO of marketing agency Quigley-Simpson, says the new rules demand that employers seek to empower digital gurus with the training and passion to drive their companies forward. Recognizing this industry demand, the Lamar University Master of Business Administration (MBA) in Marketing online program is tailored to equip graduates with the necessary skills and leadership acumen to meet the evolving market demands.
The Enormity of the Digital Marketing Industry
Corporate investments have largely shifted from traditional advertising and marketing methods to digital. Consider these statistics:
- In 2020, the global digital advertisingand marketing market was estimated at $350 billion. By 2026, it will be a projected $786.2 billion.
- The U.S. digital advertising and marketing market dwarfs the size of gaming ($300 billion) and cybersecurity ($146 billion) at $460 billion.
- Digital marketing makes up 72% of overall budgets, on average.
- Digital marketing makes up over half (55%) of all marketing.
Trending Digital Marketing Approaches and Strategies
Consumer research is where the transformative potential of data comes into play, empowering marketers to meet and exceed today’s consumer expectations. Today’s consumers demand relevance and personalized experiences. Irrelevant messaging from unfamiliar brands holds little appeal, while generic interactions with familiar brands fail to leave a lasting impression.
Quantitative and demographic data, as well as qualitative and psychographic insights, hold the key to unlocking resonant messaging and captivating online experiences. By harnessing this wealth of information, marketers gain a deep understanding of consumer preferences, behaviors and aspirations. The true value lies in collecting data about audiences, competitors and market expectations and using powerful software tools to derive data-driven insights to deliver effective, personalized campaigns.
Through personalized strategies and experiences, brands can forge meaningful connections, engendering trust, loyalty and satisfaction among their target audiences. The following are different, trending approaches to digital marketing that work:
- Sophisticated behavior analysis goes beyond understanding buying patterns; it involves continuous tracking of online behavioral data to uncover the profound impact of consumer choices. Digital marketers delve into the effects of video formats, color combinations and content sequencing, determining how they influence consumer responses and drive faster conversions. By efficiently testing and applying successful strategies to larger segments, marketers accumulate knowledge that empowers them to create viral impact and optimize campaigns for maximum effectiveness.
- Content marketing has become an indispensable strategy across digital channels. By delivering valuable and engaging content, leaders establish brand authority, build trust and cultivate lasting relationships with their target audiences. Content marketing drives organic traffic, improves search engine rankings and enhances brand visibility. Effective content positions subject matter experts (SMEs) as trusted advisors and thought leaders, as they consistently share valuable insights and educational content, fostering credibility and brand loyalty. By leveraging various digital channels — such as websites, blogs, social media platforms, YouTube and email marketing — marketers can deliver tailored and captivating content, amplifying their brand message and maximizing the impact of their campaigns.
- Social media marketing offers opportunities to enhance brand visibility, engage with audiences and build strong customer relationships. Through strategic content creation and targeted social promotions, digital marketing leaders can ensure their brand remains visible and top-of-mind when consumers make purchasing decisions. Social media platforms facilitate engagement and relationship-building by sparking conversations, encouraging user-generated content and gathering valuable feedback. By actively listening and responding to their audience through social channels, marketers cultivate loyalty and advocacy, driving long-term success.Social media marketing also provides robust data and analytics, enabling leaders to measure the effectiveness of their marketing efforts in real time. Tracking engagement metrics and analyzing data allows leaders to refine their strategies and allocate resources effectively.
- Short-form video offers a concise and visually compelling format that resonates with viewers. These bite-sized videos provide an opportunity to deliver impactful brand messages, showcase products or services and evoke emotional responses. With the rise of platforms like TikTok, Instagram Reels and YouTube Shorts, digital marketing leaders can leverage the popularity of short-form video to reach a wider audience and create viral content that sparks conversations and amplifies brand visibility.
- Mobile marketing applications present a vast opportunity to provide tailored content, personalized promotions and immersive brand engagement experiences while gaining valuable insights into customer behaviors and journeys. These apps offer real value to consumers, exemplified by the functionality of Google Maps, which assists users in navigating the physical world and discovering places of interest.
Become an In-Demand Digital Marketing Expert
Believe it or not, the online user count continues to climb. That signals a wealth of career prospects for professionals who invest in digital marketing expertise through business school programs like the Lamar University MBA in Marketing online. Combining intensive leadership and marketing training, this AACSB-accredited program offers a unique advantage: the opportunity to master business best practices and the concepts that guide effective marketing — and the knowledge to apply them in a digitally driven world.
Learn more about Lamar University’s online Master of Business Administration in Marketing program.
