Digital marketing is exploding right now. As sales departments and event coordinators around the globe grapple with business-relevant social distancing, it’s digital that earns the benefit.
- Social’s uptick has been massive, so much so that one of the fastest growing channels TikTok landed in the middle of a global dispute.
- Programmatic has ballooned to half of the spend in the U.S. and even higher in agriculture.
- Even email, which has been riding a fairly hum drum engagement trend of the past decade bumped up sharply.
- Meanwhile, voice and voice search was already on a hefty pace even before we had to keep everything separated. Now, it has leaped closer to the top for many tech firms.
Where does it all go when (or if) things return to more normal practices? Well, if it ever happens, it is looking like next spring/summer anyway, so most of us will have a full year of budget and marketing planning to go through. That means this digital spike brought by COVID-19 is likely to continue, possibly curving even higher.
There are speed bumps over the next 6-9 months: Privacy legislation, the death of the cookie, politicization of social media, continued lack of transparency, and things not yet in the way. Money has fixed a number of these issues in the past, or at least taken the attention away from them. Given how devastating some of these could be, I’ll pin my current hopes on a repeat.
This and other commentaries are available through The Rooster Cast, a microcast on digital marketing and sales topics. Through our 123 postings, we have received more than 70,000 listens. Check it out.
Speaking of Rooster content, did you know we have an agronomist on our team? Tom Hall watches agriculture even closer than most of us, and he has some thoughts about 2021 to share: Ag Forecast 2021: Preparing for an Avalanche
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