That's why companies like Starlink are enabling Internet access with their thousands of satellites. Then there's 5G, which represents the fifth generation of cell phone standards and is up to 100 times faster than 4G. 5G creates never-before-seen opportunities for humanity and business. (Beyond the ability to download a full HD movie to your phone in seconds - even in a crowded stadium - 5G allows objects to be connected anywhere, reliably and without slowdown, so they can be measured, analyzed and managed in real time).
This impressive increase in wireless information transmission speed opens the door to a new universe of possibilities. Thousands of businesses are being born every day around the world and millions more will be born, which will necessarily translate into more and more time spent connected to the Internet, to the point where we are already talking about an era where time spent online will become more important than time spent offline. Already, in the embryonic world of the metaverse , we are talking about a parallel virtual future where we can easily imagine websites with infinite possibilities for the users' experience. For example, we could build a jewelry store that offers incredible and personalized experiences to their customers wanting to give an engagement ring to their beloved in any environment on earth, off earth or simply in a place straight out of our imagination.
Another important aspect of digital that is evolving is the Internet of Things. The potential of the Internet of Things, made possible by the beautiful advances of 5G, among other things, offers a multitude of new possibilities for individuals and businesses. These millions of objects that we are connecting to the Internet are sending us an impressive amount of information about consumer habits, other objects, the environment, etc., and also offer new highways to exploit for digital marketing. Imagine refrigerators that know what you're missing and alert you via apps, then supermarkets that offer discounts based on what you want to buy, for much more targeted marketing.
Digital marketing opportunities and challenges.
These billions of new information highways are creating a multitude of opportunities, where digital marketing will metamorphose in a thousand and one ways. This ever-changing virtual world is already allowing businesses to connect and communicate with their current and potential customers like never before. Think about what a website was a few years ago: a static page with very few graphics and some text. Today, we know that it is possible to offer a multitude of experiences to the visitors of a website depending on the needs of the client, but also depending on the quality of the web agency they deal with.
In this new and constantly evolving technological context that favors the development of creativity, companies will need web agencies capable of accompanying them to find their way among this constellation of digital marketing possibilities.
Today, a company can invest in SEO, Google Ads, Facebook Ads, Instagram, YouTube, TikTok, etc. Each platform is a world unto itself and is evolving. If you ask your advertising consultant to present you with an in-depth analysis of the multiple business opportunities that each digital media offers, it's very likely that they'll quickly lose their minds, even if they don't explicitly tell you so. And rightly so, because it's humanly impossible for one person to follow the many trends of each digital platform consistently, since they are technological engines with tens of thousands of digital experts improving them every day. What was true yesterday will be different tomorrow and this poses the challenge of constantly renewing oneself by acquiring knowledge of all kinds for digital marketing consultants, but also for web agency teams.
What characteristics should a web agency have to accompany its clients in this revolutionary world?
A specialized workforce
A web agency must be able to analyze business opportunities for its clients in the form of millions of available data and according to the client's business objectives. This sounds easy, but the complex organization of information combining the power of software and specialized personnel is not an easy task. Every day, new software products appear, each with its advantages and disadvantages. Finding and training specialized manpower is a challenge for any company these days, even for giants like Apple, Google, big banks, etc. Those who can build high-quality technology intelligence teams and retain the right people will have an undeniable advantage.
Agencies must have teams of web experts who are extremely innovative in a wide range of "digital information highways" and know how to automate the analysis of this vast amount of information to find what is most relevant to their clients. They will know at any given moment what the return on investment is for their clients and, based on these results, they will be able to determine the next highway or highways to take for their clients' investments.
Advisors who listen
Of course, artificial intelligence has and will have its role to play as an important player in digital marketing, but it is clear that listening and assistance from an excellent digital marketing consultant will always be valuable assets to help entrepreneurs understand their needs and then bridge the gap with internal technical teams specialized in digital marketing platforms.
Consultants need to be very good at communicating, much like an excellent translator who doesn't distort the message he or she receives from both audiences. They also need to have an inquisitive mind to keep their knowledge current.
Possible ways to improve digital marketing
Each change in the business context brings its share of innovations necessary to standardize the way entrepreneurs are served. We can think of all the rules that had to be created to properly regulate television, magazines, etc.
Digital marketing will not escape this and the new rules will have to promote economic growth by not leaving entrepreneurs without reference points. Each entrepreneur should be able to devote almost 100% of their time to developing their products and services and not to trying to understand the labyrinth of possibilities of digital marketing, thinking that there may be traps. Because, indeed, this virtual world is full of possibilities for entrepreneurs, but there are far too many so-called web professionals who take advantage of the complexity of this changing digital world to take advantage of their clients.
For example, some web agencies scare their clients by telling them that they will lose their domain (URL) if they don't do business with them anymore or since they have control over the website's domain, they don't renew it and the company loses all the history related to its domain with Google, which affects the natural referencing (SEO). Another example we have seen of this behavior is web agencies that do not want to give up full access to their website to a new provider, even if it is the client's wish. This should be completely forbidden by some kind of regulation, because every company is 100% owner of its online identity and it should in a very reasonable time have access to all its online property, whatever it is. For every day that passes, the company cannot make some positive changes to its website, which represents real lost business opportunities.
At Publissoft, innovation is part of our DNA.
We look forward to hearing from you soon!