The impact of technology on the digital marketing industry is a growing phenomenon. Today, more than five billion people own a smartphone, and over half of all mobile connections are smartphones. This means that nearly $93 billion will be spent on mobile advertising this year, which is $20 billion more than was spent on TV ads in 2018. In addition, 2.14 billion people will purchase goods online by 2021. And one-third of all online activity is video-based, with half a billion people watching videos on Facebook every day. With these trends and more, it is important to understand the impact of technology on the digital marketing industry.

Video ads

• Video ads are becoming a key part of digital marketing strategies, and they can help brands reach audiences that might otherwise ignore their ads. These ads can range in length from a few seconds to as long as two to five minutes. Regardless of the length, video ads should be carefully planned. Producing videos can be time-consuming, and there is a lot of room for error without a strategy. The first step in developing a video strategy is to identify your target audience. Once you've done this, you'll be able to determine what types of videos they watch.
• Video ads have become more sophisticated thanks to the use of native advertising. These ads are designed to reach a wider audience and engage more customers. Outbrain native video formats such as Click-to-Watch and Clip Smartads have become a popular choice for advertisers, as they're more relevant to viewers than standard instream video. These formats have also been shown to increase completion rates and dwell time, which is important for brands.

Messaging apps

• Messaging apps are becoming a major tool for digital marketers, with more than 5 billion active monthly users. In fact, the top four messaging apps have more users than the top four social networks combined. More businesses are using messaging to reach consumers, answer their questions, and help them make a purchase. In fact, three out of five consumers say they want to see more businesses use chatbots, and another 21 percent see messaging apps as the easiest way to contact companies.
• Despite the growing popularity of messaging apps, it's still hard to predict how they'll impact digital marketing. While many marketers are still trying to find the right approach, messaging apps can help you reach a more engaged audience and build relationships. Content that is sharable is essential to ensuring a successful campaign. It should be designed to be shared and encourage recipients to forward the content to their friends. And make sure it leaves customers impressed and encouraged to use the brand again.
• Another significant benefit of messaging apps is that they're not reliant on algorithms or fees. The fact that consumers read messages almost instantly makes them a perfect medium for hyper-targeted communications. In addition, messaging apps don't require an Internet connection and can also be used on mobile devices.

Artificial intelligence

• In the field of digital marketing, AI can help businesses understand their customers better. By analyzing large amounts of online content, such as blog posts and social media accounts, AI can help marketers create more relevant customer personas. Based on these insights, marketers can create more effective content campaigns. AI-powered tools can also help content creators work more efficiently.
• Artificial intelligence is becoming an increasingly important tool in the world of digital marketing. It is becoming possible to develop tools that can anticipate consumer behavior, such as predicting the price of a product or search results. Such systems could also recommend the most effective web campaign or product for a specific user. And, they could even select the right ad for a particular user. These capabilities are just a few of the many ways that AI can help digital marketers.
• One of the most popular uses of AI in digital marketing is email marketing. Companies like Boomtrain and Phrasee use artificial intelligence to produce email subject lines. They claim to outperform humans at subject line generation by over 95%. Another popular use of AI in digital advertising is social media. Facebook and Google have built platforms that analyze user behavior to determine the best ads.

Permission marketing

• Permission marketing is an effective way to convert a prospective customer into a loyal customer and build a high-value relationship. By focusing on a consumer's specific interests, permission marketing campaigns can help brands engage their audience and improve conversion rates. Permission marketing campaigns generally involve releasing a steady stream of content that keeps consumers informed.
• Permission marketing is often used in conjunction with customer relationship management (CRM) in order to improve the efficiency of marketing to existing customers. The technology used to reach consumers allows marketers to be more targeted and precise. For example, email marketing uses permission-based techniques to send personalized content to existing customers. In addition, customer service agents can use chatbots to personalize communications.
• The study authors identify three themes of permission marketing. The authors suggest a solution for retailers that would help them reduce their future damages. They recommend permission marketing and the use of blockchain technology in digital marketing.