In the fast-paced world of digital marketing, standing still means falling behind. As new technologies and regulations emerge and consumer behaviours shift, we need to rethink our strategies. At the recent DMWF event, four powerful trends took centre stage—each promising to redefine the future of marketing: the disappearance of third-party cookies, the rise of generative AI, evolving search marketing tactics, and the critical demand for upskilling in an increasingly tech-driven environment. Let’s explore the key challenges and exciting opportunities that will shape the future of digital marketing.
Digital Marketing World Forum (DMWF), held on 25th-26th June 2024
1.The Cookieless Future: How Customer Tracking Will Change
One of the most pressing discussions was around the cookieless future. With third-party cookies no longer the backbone of digital advertising, companies need to find alternative ways to track, target, and engage users. To give some context, browsers like Safari and Firefox have already blocked third-party cookies, and Google Chrome, which holds a 64% market share, plans to phase them out by the end of 2024. This timeline has already been pushed back, leaving some uncertainty, but one thing is clear: marketers need to evolve. So, what are the alternatives? The discussion centred around several emerging strategies:
- Zero-Party Data: Data that customers provide with explicit consent through methods like surveys, quizzes, and polls.
- First-Party Data: Information gathered through direct interactions, such as website registrations or email sign-ups.
- Contextual Targeting: Instead of relying on user history, ads are matched to the content of the page the user is currently viewing.
- User-Centric Platforms: Platforms where users have control over their data and can grant permissions for specific advertising purposes.
One intriguing solution is Adlook, a digital advertising platform that uses deep learning algorithms to offer cookieless targeting. It leverages contextual analysis, zero-party data, and search engine behaviour to identify and target relevant audiences, all while avoiding personal identifiers like IP addresses. While these solutions are still in their infancy, they offer a promising glimpse into the future of advertising in a world without third-party cookies.
2.How is Generative AI Affecting the Future of Search?
“The best place to hide a dead body is page 2 of Google search results.”
One of the big questions on my mind has been how Generative AI will impact search marketing. At the DMWF event, this question was addressed head-on, with new insights into how AI is already shaping search results.
Since May 2024, Google has been rolling out AI-generated results in search, starting in the U.S., with more features under development. These AI-powered tools help users grasp complex topics faster by providing summaries, highlighting key points, and offering multiple perspectives. Users can choose between traditional search results and AI-generated overviews, giving them more control over their search experience.
AI-Generated Results in Search by Google
One platform that stood out was SEO AI, an AI-powered tool designed to help businesses dominate SEO with micro or long-tail keywords. Unlike the highly competitive short-tail keywords, such as “electric cars,” long-tail keywords—like “best electric cars for families” or “charging range of electric cars”—offer an opportunity for smaller companies to compete more effectively with larger brands.
SEO AI’s approach is fascinating. It:
- Creates a digital identity.
- Uses programmatic analysis to train that identity.
- Identifies audience behaviour.
- Automatically generates keywords and content.
- Semantically repeats and predicts new keywords by creating “digital twins.”
During a demo, I saw that even legacy brands struggle to maintain their SEO performance, reinforcing the value of micro-keywords for long-term visibility.
Search Marketing: Long-Tail Keywords and Beyond. Another key takeaway from the event was that 15% of the 8.4 billion searches made each day are completely new. This statistic is significant because it highlights the constant evolution of user behaviour. AI’s ability to predict these new searches through digital twins will be a game-changer, enabling marketers to stay ahead of trends and optimise for the next wave of popular keywords.
I also couldn’t help but notice a shift in how certain platforms are gaining relevance in search behaviour. TikTok; once deemed irrelevant for most businesses, has evolved into a significant search engine for Gen Z. Users now approach the platform with informational intent, searching for everything from “how-to” content to mundane topics like credit scores. Google is even indexing TikTok content in its search results, signalling the growing importance of this platform for businesses looking to reach younger audiences.
3.Upskilling for Tomorrow’s Technology
Beyond the technical developments in search marketing and data tracking, a crucial topic discussed at the Digital Marketing World Forum was the skills gap faced by marketing teams. CMOs are increasingly worried about the lack of new skillsets required to leverage emerging technologies like AI and cookieless targeting. The uncertainty over what skills will be necessary, even within the next year, is a significant challenge for businesses trying to invest in training and development.
The conversation highlighted the importance of upskilling teams to stay competitive, not just in terms of adopting new technologies but also in understanding how to maximise their potential. With rapid advancements in AI, data analytics, and marketing platforms, companies that fail to upskill will likely fall behind.
Conclusion: Adaptation is the Key to Survival
The key takeaway from my experience at the DMWF event is that the digital marketing landscape is in a state of flux. Whether it’s adjusting to a cookieless future, leveraging generative AI for search, or upskilling teams to meet the demands of new technologies, adaptation is the key to success.
Marketers can no longer rely on outdated methods or assume that what worked in the past will continue to drive results. Instead, businesses must embrace new strategies, invest in the right tools, and ensure their teams are equipped with the skills needed to thrive in a rapidly changing environment. The future of digital marketing may be uncertain, but those who prepare today will be the ones who succeed tomorrow.
Author: Asena Atilla Saunders, CX & Digital Marketing Consultant
