By BestMediaInfo Bureau

The past couple of years have seen the needle moving for Digital Marketing in unprecedented ways, so much so, that what didn’t exist until some decades back has now made its way into the media mix of almost every brand.

As a result, what has also burgeoned is the digital ad campaigns that are executed almost daily as well as the skyrocketing number of digital advertising agencies that are being established each day.

But for what it's worth, it is owing to the technological advancements, changing consumer behaviours, and a rapidly expanding digital landscape with the number of smart devices increasingly multifold that advertisers are spoilt for choice.

Last year, a lot of digital marketing veterans predicted that brands would be betting big on Artificial Intelligence (AI) and Machine Learning (ML) based approaches for ads in 2023 and quite true did it stand in reality.

This year, the one thing that stood out quite prominently was the focus on personalisation and contextual targeting in the wake of Google’s plan of gradually phasing out its third-party cookies by the second half of 2024.

Speaking to BestMediaInfo.com, Sanjeev Jasani, COO, Cheil India, an agency which is now focussing on building its non-Samsung arm Cheil X, pointed out that given that in the past one year, the advertising business in itself has undergone a transition. Today, television is not the only weapon that agencies have in their arsenal, all the other functions such as creative, media, retail, OOH, brand experience and e-commerce amongst other functions have become increasingly important. This shift reflects the modern adworld’s emphasis on building consumer experiences across various touchpoints.

Read the full story https://bestmediainfo.com/2024/01/digital-marketing-trends-for-2024-as-marketers-lose-thirdparty-cookies