How is the digital marketing landscape changing? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world.
Answer by Haris Krijestorac, Information Systems Research and Professor, on Quora:
The digital marketing landscape has facilitated the creation of more and more content, although with this comes the challenge of getting noticed among a sea of information. Moreover, tools like recommendation systems, customized search, and ad blockers make it easier for individuals to avoid content that is not of high interest to them. Thus, it will be critical for firms and content creators to stay ahead of the curve by creating attractive content and promoting this content strategically.
One way to promote content effectively is by establishing an omni-channel strategy across multiple platforms (e.g., Facebook, Instagram, YouTube), as there is evidence of a positive spillover across these platforms due to word of mouth. In addition, gaining empirical insights into what content generates traction though content engineering may be beneficial.
Overall, creating content rather than relying merely on advertising will be critical for firms to succeed in the evolving digital landscape. Furthermore, new evidence-based approaches to maximizing the effectiveness of this content will likely be developed through research and practice.
This question originally appeared on Quora – the place to gain and share knowledge, empowering people to learn from others and better understand the world.