The Path Forward for Online Advertising

Keeping up with the increasing demand for their services is becoming a challenge that companies must face. That’s why businesses, regardless of their size, are heavily investing in online advertising. It has been forecasted that the digital advertising revenue will soar up to $460 billion USD by 2024.

Even though technology is a driving force behind the ever-changing trends in digital marketing, it remains quite challenging to anticipate what the future holds for this industry.

Content Marketing

In a worldwide survey conducted in 2023, 17% of marketers stated that content marketing had the most significant financial impact on their companies’ efforts.

When it comes to marketing collateral, the term “content” encompasses various materials, but is not limited to:

  • Blog posts
  • Whitepapers
  • Infographics
  • Videos
  • Newsletters
  • Success stories
  • Webinars
  • eBooks
  • Podcasts
  • Augmented Reality (AR) and Virtual Reality (VR) experiences
  • Articles on thought leadership.

We strive to draw people to our brand and company by providing them with valuable content at either no cost or a discounted price, with the expectation that doing so will lead them to engage with us and eventually make a purchase.

To attract new customers and retain current ones, organizations are adopting a wide range of techniques to create and distribute information. With the emergence of cutting-edge technologies like artificial intelligence, the realm of content marketing is continuously evolving.

Simulated Intelligence

The significant role of Artificial Intelligence (AI) in the field of marketing is undeniable. This recognition is reflected in a survey conducted by PwC, which interviewed over 1,000 American businesses, revealing that over half have increased their usage of AI.

In the realm of digital marketing and customer service, chatbot technology is increasingly being integrated. Chatbots are commonly used on popular websites and social media platforms to greet customers, address their inquiries, and manage any issues that may arise, as seen here. This provides businesses with a convenient method of communicating with their customers and ensuring they receive the best possible service, as discussed here.

The success of advertisements and the refinement of their wording are also being evaluated using Artificial Intelligence (AI) in digital advertising.

Assistance, over the phone

Voice-activated digital assistants are now being used for advertising, which may come as a surprise to some. This is largely due to the availability of devices like the Amazon Echo, Google Home, and Apple HomePod. Companies are now exploring possibilities to help users easily locate products, such as by providing personalized advertisements that cater to their individual interests.

When comparing SEO with voice search, there are some distinct differences that must be considered while developing a marketing strategy. To achieve the best results, it is necessary to optimize for both.

AI and voice assistants are inextricably linked, as the latter would be rendered useless without the former.

Targeting Different Age Groups

With the oldest members of Generation Z approaching their mid-20s while the oldest Baby Boomers are now in their 70s, businesses are compelled to change their strategies to effectively reach their evolving target audience.

Although Baby Boomers and Generation X customers remain important, modern companies have shifted their focus to reach Generation Z and Millennial customers. To effectively engage this demographic, targeted and timely digital marketing campaigns are crucial. Additionally, companies must understand the needs and expectations of these new customer segments to provide the best possible service.


Personalized marketing campaigns, customized to the interests of each customer, are gaining popularity. According to the SmarterHQ Privacy & Personalization study, 72% of respondents would only respond to communications addressed specifically to them. Marketers can utilize big data, AI, and other methods to target specific demographics.

In social media advertising, audiences can be segmented based on interests and demographic information. Companies can craft their newsletters and email campaigns to cater to specific customer groups, such as those who have previously made purchases from them, and send out personalized messages to all customers.

Consequently, consumers have a more favorable perception of the brand and engage with it more meaningfully.


While developing marketing strategies, it is crucial to consider various demographics like age, gender, sexual orientation, and socioeconomic status. To reflect their target audiences, businesses should ensure that advertisements, such as those in stores, are inclusive of a variety of body shapes. Several major companies have started to prioritize this consideration.

To achieve a more authentic representation of the society, companies are now producing diverse materials that connect with minority groups and engage with different segments of the population.

Inclusivity entails accessibility, ensuring that services are accessible to individuals with various abilities. Marketers are advised to incorporate descriptive text in alt tags for visuals and captions for videos in the realm of content marketing and social media, underscoring the significance of this aspect.

To maintain its effectiveness in engaging modern customers, digital marketing must adapt and keep pace with the changing landscape. Some previously successful techniques have become obsolete, but new strategies have been created to replace them.

To compete in the digital marketing arena, businesses must stay informed about the latest trends. Keeping track of developments in the current landscape enables organizations to update their ideas and reach new audiences. To succeed in a rapidly changing industry, businesses must lead from the front in embracing change.

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