Chapter 12 Future of Digital Marketing

What is expected to soon overtake text-based searches?

Voice search, as people increasingly use Siri, Alexa, and similar assistants for convenience.

What is vertical search in digital marketing?

Search focused on a specific industry/segment (e.g., FindLaw for legal, Zillow for real estate) offering specialized, detailed info.

Why do consumers often prefer vertical search platforms over general search engines?

They provide specialized, relevant, and detailed content tailored to the industry.

How is search becoming “smarter”?

By using consumer experiences, behaviors, and preferences to deliver more relevant results.

Give examples of digital marketing activities that can be automated.

Data collection, segmentation/targeting, customer service, personalized messaging, CRM, A/B testing, analytics-based recommendations.

What is hyper-personalization?

Using behavior and consumer profiles to create highly tailored experiences (e.g., sending push notifications based on browsing history).

How will AI enhance marketing automation?

By improving decision-making, predicting responses, and refining personalization beyond current methods

What is “the cloud” in marketing contexts?

Internet-based servers, databases, and software accessed remotely.

What is SaaS?

Software-as-a-Service—software delivered over the cloud instead of local installation.

What is DMaaS?

Digital Marketing-as-a-Service—cloud-based marketing services like social media marketing, design, and content creation.

Define IoT.

Internet of Things—devices connected to the Internet and each other to provide value to users.

In IoT marketing, what may be marketed to “things” instead of people?

Smart devices/products that know user preferences (e.g., a 3D food printer ordering your usual meals).

Define IoE.

Internet of Everything—where all devices, objects, and systems are connected, potentially making “everything” a consumer.

Why is digital marketing moving toward a cookieless future?

Companies like Google and Apple are phasing out cookies, requiring new consumer tracking methods.

What is “phygital”?

The blend of physical and digital customer experiences.

Give examples of phygital experiences.

Amazon Go’s cashier-less stores; Chanel’s AR smart mirrors in fitting rooms.

What are “smart environments” in marketing?

Spaces with connected devices like smart homes, enabling tailored digital marketing.

Example of futuristic smart environment tech?

Lickable TV prototype in Japan that simulates taste for remote food experiences.

What is blockchain?

A decentralized digital ledger for recording and verifying transactions without intermediaries.

Example of blockchain in marketing?

Mediaocean & IBM using blockchain for ad transparency and fraud reduction.

What is an NFT?

Non-Fungible Token—a unique digital asset recorded on blockchain (e.g., Look Labs’ “digital perfume”).

What are “digital campfires”?

Small, private online communities where users interact more personally and with less judgment.

: What makes a city “smart”?

Integration of IoT, 5G, and digital services (e.g., smart parking, smart roads, solar-powered trees in Singapore).

Marketing implication of smart cities?

Brands must target both digital channels and physical-nearby consumers engaging digitally.

What is Agile in digital marketing?

Breaking projects into short “sprints” for rapid iteration, early feedback, and quick changes.

Name the 4 “realities” in digital marketing.

VR (Virtual), AR (Augmented), MR (Mixed), XR (Extended).

Examples of AR in marketing?

Ikea Place app for virtual furniture placement; Burger King AR ad that burns competitor ads.

What is the metaverse?

A future VR-based version of the Internet for immersive 3D/4D interactive experiences.

Current uses of AI in marketing?

Chatbots, recommendation systems, CRM, ad targeting.

What is AGI?

Artificial General Intelligence—AI that learns and understands like humans.

What is ASI?

Artificial Super Intelligence—AI more intelligent than humans, capable of superior predictions and creativity.

What is conversational AI?

AI using natural language processing for advanced chatbot conversations in multiple languages

What is digital consumer–machine collaboration?

Interaction between consumers and machines (e.g., smart robots) to create valuable marketing experiences.

What balance should digital marketers strike with new technologies?

Embrace change but avoid chasing every trend blindly. Only adopt AI, blockchain, or other tech when it aligns with goals and capabilities.

What is meant by “don’t do dumb digital marketing in smart environments”?

Avoid using advanced tech just for novelty—focus on meaningful, strategic uses.

What is VSO?

Voice Search Optimization—improving rankings for voice-based searches.

How is VSO different from traditional SEO?

It considers context, conversation, consumer habits, tastes, spoken language, and environment—not just keywords.

Why is trust important in VSO?

If smart devices deliver poor or unexpected results, consumers lose trust in using them for searches.

How can brands leverage smart environments and IoT/IoE?

By leading in relevant spaces, offering valuable services, and engaging one-on-one with consumers digitally in smart settings.

Why is being early in smart environments important?

Early leadership can increase conversions, brand trust, and relevance as more purchases happen digitally.

When is marketing automation appropriate?

For tasks like consumer insights analysis where automation saves time/resources, but not for every marketing initiative.

How can DMaaS support automation?

It provides cloud-based marketing services to supplement internal teams when needed.

Why are privacy and security long-term considerations in digital marketing?

Emerging issues and regulations require brands to adapt, protect consumers, and use privacy/security as value opportunities.

What is a first-party data strategy?

Collecting data directly from consumers by offering value in exchange.

How should marketers adapt in a cookieless world?

Broaden data collection methods and unify data across channels for a full consumer view.