Topic 11 - Future of Digital Marketing

Question 1

Name 4 current positive and negative implications of digital media and marketing trends

Answer 1

Positive
- Information Democracy (Privacy restrictions and transparency of user data is higher than ever)
- Algorithmic Learning (Can predict our actions and provide us with more accurate and fater information than ever

Negative
- Mis Information and disinformation (the spread of fake/manipulated news has stark implication on the world and society
- Algorithmic Learning (Although smart and effective it has the ability to spread harmful content without human intervention)

Question 2

What is retail media and what are the two types?

Answer 2

Retail Media is a strategy where retailer lets brands advertise on their sites or app by charging a fee. Digital market or core foundation of e-commerce

Types of retail media
1. sponsored products (Sponsored carousell listing in the feed)
2. Onsite Display
(Traditional display advertising, on the side and top bars to raise awareness of brand

Question 3

With the rise of retail media and e-commerce on an uptrend, what are 4 ways it is headed in the near future?

Answer 3

1. Greater trsnaparency (Between brands and platform)
2. Standardising Frameworks (Every app and platform functions differently)
3. Smaller players offering retail media opportunities (Nicher customer bases)
4. Increase in non-endemic advertising (NEA) (Un-natural advertising relevancies)

Question 4

What are some positive (Using sales funnel) and negative implications for generative AI in Digital Marketing?

Answer 4

Positive Implications (Using full Sales Funnel)
Strategising - gathering and analsysing big customer data sets
Awareness - Assist marketers in better understanding customers and tailoring their message
Consideration - Providing consumers with dynamic and quick product infor and competitor comparisons
Conversion - Virtual sales reps with human traits
Retentions - Highly customisable automated messaging

Question 5

Discuss the changes to first party data and privacy legislations and address the marketing implications that it caused.

Answer 5

1. Death of Cookies
   - Like Facebook pixels, cookies are a text file that tracks a users search history and actions
   - In 2020 google phased out cookies due to negative consumer sentiment
2. Death of App Tracking
   - In 2020, Apple introduced IOS 14 which implemented App Tracking Transparency (ATT)
   - It gave users a decision to opt in or out from an app tracking your digital actions when in use

Marketing Implications
- Affected the ability to accurately measure campaign performance
- Accurate audience targeting
- Relevant advertising to consumers