From big data to banners, digital marketing has incessantly adapted to meet the demands of brands and customers alike. Today, with growing connectivity and conventional digital infrastructure, changes are occurring swiftly. The usual digital marketing landscape of SEO, content marketing, community management, paid media, social media and more, are having dramatic developments and changes as advances in technology increase.

Keep reading to learn a few significant discoveries happening in customary digital marketing channels and find out why marketers need to change for a high-tech digital marketing progression.

Paid Marketing and Artificial Intelligence

Users have been using voice recognition tools like this one to perform tasks.

Search engine marketing, or paid search, is the marketing practice of creating web traffic by purchasing advertisements on search engines. Marketers either pay each time their advert is clicked on (known as PPC “pay per click”) or when their advert is shown. There is typically a devoted team determining what platforms to spend on, according to where they feel the advert will get the most traffic.

A probable distribution to this conventional method of paid media is programmatic advertising, a sort of paid media that uses artificial intelligence to robotically purchase advertising space, using data, to decide which audience the ads have to target.

With a projected $45 billion going for programmatic advertising in 2018, it’s anticipated that over 85% of all digital display ads will be displayed via automation by 2020. This change offers a more effective, accurate, and seamless approach to paid media, while at the same time, reducing customer acquisition costs.

With the introduction of Google Assistant, Siri, Cortana, and Alexa, the rise of voice search, whereby the user talks directly to their device instead of manually performing a task or typing a request, is increasing. As consumers adapt and start to use voice assistants more and more, marketing professionals working with SEO must consider enhancing their websites to identify voice search.