What’s next for digital marketing? That’s a pretty common question at any given marketing industry conference. With the continued evolution of the internet, it seems marketers are always on the lookout for the next channel they can add to their marketing program to drive results. From email marketing 40 years ago to search, social media, mobile and video marketing, new channels emerge regularly, with some carving out their places for the long term and others fading into the background.
As marketers, we are often drawn to the new and innovative, since no one likes to be left on the sidelines when the next digital channel explodes onto the scene and starts delivering great campaigns. However, a funny thing happened in 2019. While some marketers were focused on finding the next bright shiny object, others were looking back at a channel that has been around for decades