Emerging Technologies in Digital Marketing: What’s Next?

Every time you turn around, there is something new to explore in the digital marketing landscape. Online advertising platform updates and emerging technologies such as AI are making it easier to leverage existing resources to save time and improve your digital marketing presence and reach.

Platform Updates

In 2024, Google and Meta made some updates to their digital advertising platforms. They have been using AI in the background to help advertisers optimize their campaigns.

With Facebook and Instagram ads on Meta, these AI features employ machine learning to enhance creative as well as reach. Plus, changes to Facebook’s policies may open advertising up to more targeted advertising. When testing ad creative and placing ads, these enhancements are designed to improve conversions. Consider employing Advantage Plus features on your next campaign.

Google Ads made a range of changes across their platforms in 2024. The features launched include enhancements to Google Ads Data manager, Search Ads, YouTube, and the new Google Shopping experience—among many changes. The 2024 Google Ads Recap outlines all of the changes for digital marketers to keep in mind as they develop campaigns.

And, as you’ve probably noticed, Google search results now include an AI Overview above other results. These summaries pull information from across the internet. The info seems handy at times, but it presents a bit of a hurdle to digital marketers with an interest in educating potential customers by showing up in organic search. As generative AI is still in its infancy, most people know that it is still best to get information from a valid source, however, the AI Overview is taking up space in the search results, which is pushing valid sources off the first page.

Artificial Intelligence to Save Time

Since the inception of ChatGPT in 2022, the use of AI has taken center stage in conversations about its use in everything from healthcare to security. Digital marketing is one of the spaces where AI can be a tremendous time saver, particularly with repetitive tasks, such as developing email flows, repurposing and editing content, scheduling tasks, and so on.

Small marketing teams can also make use of AI to create and repurpose marketing content with the same resources. While it is no substitute for original images and authentic written messages, AI can streamline many tasks on the digital marketers to-do list. Some of our favorite ways to use AI in marketing include:

• Outlining processes
• Developing schedules
• Repurposing existing content

If you search for an AI-driven tool to help your team complete a tedious marketing task, you are likely to find several solutions. Finding the right emerging technology to suit your team and digital marketing strategy becomes the latest challenge as AI continues to evolve.

Reemerging Focus on Email Marketing

What is old is new again! While email marketing is not an emerging technology, more than 40 percent of marketing professionals say email is their top performing channel, and 87 percent say email is critical to their company’s success. Small businesses and corporate giants alike are celebrating email marketing for its excellent ROI.

As digital advertising costs rise and the market becomes more competitive, email continues to be very affordable and targeted. Just think about it — your list goes directly to your captive audience. You can reach right into their inboxes with your message to build brand loyalty, generate leads, sell product, educate your customer base, and more. For 2025 and beyond, we recommend adding email marketing to your digital marketing strategy.

With the constant and rapid changes in technology and major digital ad platforms, it can be difficult to track the best practices in digital marketing. To stay on track, schedule your digital marketing consultation with Metro Studios.