Future of Digital Marketing
Ten companies that have published white papers and research reports on the future of digital marketing are Accenture, Gartner, PwC, BCG, Smart Insights, Journal of Marketing, Salesforce, Current Opinion in Psychology, International Journal of Research in Marketing and Journal of Marketing Management.
Please see below for more details on each of the reports.
For this response, we compiled a combination of white papers and reports covering several aspects of digital marketing — from marketing agencies, to trends, to the psychology of marketing, to how tech affects marketing, to the consumer behavior.
All reports have been published in the last two years.
WHITE PAPERS & RESEARCH REPORTS ON THE FUTURE OF DIGITAL MARKETING
1. ACCENTURE: "THE FUTURE OF ADVERTISING," 2016
Accenture explores in this report the evolution of advertising and marketing towards a digital model from the companies' marketing departments' point of view, looking into how it is expected to grow from a current 41% of marketing budgets to up to 60%. The report explores several challenges businesses are facing, such as collection and capitalization of data and adoption of suitable technology.
This report was included because it looks at digital marketing from a corporate viewpoint, examining how companies are warming up to the practice and what roadblocks they still need to overcome.
2. SMART INSIGHTS: "DIGITAL MARKETING 2020: A GLIMPSE INTO THE FUTURE," 2017
Smart Insight's 2020 report looks into the trends that will shape digital marketing in the next two years, including most promising tech (lead by mobile, personalization and Internet of Things), key channels (lead by social media, web and mobile apps) and new ways to measure ROI (revenue impact, lead generation and customer acquisition would be top metrics).
This report was included due to its practical and actionable insight into the trends that will shape digital marketing short-term.
3. GARTNER: "HYPE CYCLE FOR DIGITAL MARKETING AND ADVERTISING," 2016
Gartner's report is heavily data-centric, combining marketing technology and advertising technology to show the growing need in the field to consider integrating data tech into marketing operations. Data is bound to improve customer experience, deliver more coherent content and provide consistency within branding, reads the report.
This report was included due to its hard focus on tech and data, which is a central part of digital marketing.
4. JOURNAL OF MARKETING: "A THEMATIC EXPLORATION OF DIGITAL, SOCIAL MEDIA, AND MOBILE MARKETING: RESEARCH EVOLUTION FROM 2000 TO 2015 AND AN AGENDA FOR FUTURE INQUIRY," 2016
This academic report, co-authored by professors from the University of Pittsburgh and the University of Oxford, looks at the evolution of digital, social media and mobile marketing since its early days until the present in three fronts: as a tool for individual expression, as a tool for making decisions, and as a marketing intelligence aid. The report then capitalizes findings to predict where the industry will move forward in the future.
This research paper was included due to its highly academic approach to the practice, as well as for its comprehensive use of past evolution of the industry as a way to predict where it may go in the future.
5. PWC: "NEXT-GENERATION OPERATION MODELS FOR MARKETING AGENCIES," 2017
PwC centered its reports in the next-gen marketing, and how global agencies will adapt to new models. Agencies are the center of disruption, dealing with market pressures (eminently digital, such as explosion of mobile, convergence of linear and digital, growth in data, and consolidation) and advertiser pressures (such as (digital experiences and omnichannel marketing), so they face specific challenges when it comes to evolving together with the industry.
This report was included because it focuses on agencies and how they will work to move into the future of digital marketing.
6. SALESFORCE: "DIGITAL ADVERTISING REPORT 2020," 2018
Salesforce's report puts the focus of the future of digital marketing on the consumer, and what the consumer wants - more personalized and relevant experiences. The report shows four major trends that are bound to change the industry: digital advertising and marketing to keep converging; brands turning to trusted data sources for personalizing advertising; Facebook and Google dominating digital ad; and ad metrics becoming more sophisticated.
This report was included because it provides actionable insights brought in directly from consumer data.
7. CURRENT OPINION IN PSYCHOLOGY: "THE ROLE OF DIGITAL AND SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOR," 2016
This report focuses on the psychology side of marketing, and how it shapes and will shape consumer behavior. The research moves around five themes: consumer digital culture; responses to digital advertising; effects of digital environments; mobile environments; and online world-of-mouth.
This report was included because of its focus on human psychology and how the effects digital marketing has on consumers is evolving.
8. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING: "DIGITAL MARKETING: A FRAMEWORK, REVIEW AND RESEARCH AGENDA," 2017
This report focuses on the specific areas of marketing that are the most impacted by digital and digital technologies - both currently and in the future. The research highlights the evolution of these areas, emphasizing which ones are susceptible to be most impacted, and how, in the future.
This report was included because of its focus on how digital and tech impacts marketing, and how said impact will evolve in the future.
9. JOURNAL OF MARKETING MANAGEMENT: "BRAND MARKETING, BIG DATA AND SOCIAL INNOVATION AS FUTURE RESEARCH DIRECTIONS FOR ENGAGEMENT," 2016
This report, authored by professors from Northwestern University, explores the intersection of Big Data and social innovation with brand marketing can increase engagement. As both elements (Big Data and social innovation) grow and become more sophisticated, it is expected, when used with brand marketing, that engagement will increase exponentially, the report argues.
This research paper was included for its focus on Big Data applied to brand marketing, which is a technology mentioned in other reports and bound to play an important role in the future of digital data.
10. BCG: "THE DIGITAL MARKETING REVOLUTION HAS BEGUN," 2017
This report, authored in partnership with Facebook, explores the forces transforming digital marketing: the vasts amounts of data available to marketeers today; the shift from one-off transactions to building long-lasting relationships with consumers; and unprecedented flexibility and speed.
This report was included because it counted with the input of a social media network, which will be a fundamental component of the digital marketing of the future.
To wrap up, Accenture, Gartner, PwC, BCG, Smart Insights, Journal of Marketing, Salesforce, Current Opinion in Psychology, International Journal of Research in Marketing and Journal of Marketing Management are ten companies that have published white papers and research reports on the future of digital marketing.