Digital marketing has grown exponentially in recent years, standing out as one of companies' main forms of communication.

Predicting the future in this area is a big challenge; amid so much novelty, it is essential for companies to know the main trends so they can prepare a successful strategy.

The main trends for the coming years in digital marketing:

Artificial Intelligence – One of the main trends in the coming years, it works on the basis of algorithms that allow machines to learn without being explicitly programmed for that purpose. Artificial intelligence is used nowadays in the most diverse ways, such as in Predictive Customer Intelligence, which personalises the customer experience based on purchasing behaviour, internet activity or social media.

Mobile – Nowadays, most internet access comes from mobile devices, which is why it is essential to have a responsive website, adapted to computer, tablet and smartphone and with good navigability, providing a pleasant user experience. Google has also confirmed this direction, penalising websites that are not adapted to mobile devices in search results.

Video – In recent years, video has been the content that has seen the biggest increase in popularity, consuming most internet traffic. Videos make it possible to present a service or product in a way that is more easily understood by the public. The ease with which anyone can do a live broadcast without needing any professional equipment has made the use of video even stronger.

Content – Content is back in the spotlight as one of the main ways for brands to gradually build a relationship of trust with their target audience and thus win their preference.

Cybersecurity – Cyberattacks are increasingly frequent and have recently had a lot of visibility. Any company, small or large, may face security problems that can damage its image and seriously affect its operation, which is why investing in secure, up-to-date and regularly monitored platforms is a priority.

Knowing the trends in digital marketing is crucial; staying attentive to the latest developments in this area and its main indicators is decisive for the success of an organisation or brand.

Fábio Jesuíno