Digital Marketing in 2018: The Good, the Bad and the Ugly

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On November 10th, one of the largest marketing conferences in Central and Eastern Europe was successfully held in the Czech Republic, the fifth in a row. The Marketing Festival is the largest gathering of marketing and digital marketing professionals in this part of the world and as such never ceases to surprise us with the choice of speakers and their topics. Names such as Neil Patel, Avinash Kaushik, Cyrus Shepard, Rand Fishkin are just some of the speakers that this festival has brought together to present us with current and future trends in marketing and digital marketing.

GOOD approach to digital marketing
Be honest with yourself and think carefully about the following question —
when you create a campaign, an advertising strategy, or write text for your blog, do you really think about the needs of those who will be the end users of that information and who your marketing is aimed at?

Has your work turned into a routine that contains a few whatsapp number pre-planned ideas, or do you go a step further and talk to end users and research their needs?

At this year's Marketing Festival, we were able to hear two views on how to approach marketing campaigns and their preparation.

Kim Goodwin , author of Designing for the Digital Age , believes that it is essential to talk to end users. Kim states that carefully prepared one-on-one interviews with end users can provide much greater insight into their needs and shortcomings of your product or service than, for example, a questionnaire would. Questionnaires are subject to different interpretations and, if the questions are not asked objectively, can lead the respondent to a specific answer.MarketingFestival - Questionnaire
Instead of leading respondents to the wrong answer or asking them irrelevant questions, the recommended approach is to talk to about 20 of your ideal customers/clients (with the obligatory presence of top management). This way, you will quickly see patterns and recognize what your users’ biggest difficulties are, as well as how to solve them most easily and quickly.







On the other hand, Joe Wade, in his speech entitled We Must Scare Our Clients , states that he and his agency Don't Panic , when creating marketing campaigns, are most comfortable with the approach used when creating television scripts. Guided by his experience gained while working for the BBC, Joe emphasized in his presentation that if we want to create viral marketing campaigns (and especially if they are based on video), we must skip the opinion of the audience and end users and focus on creative thinking that will go through several rounds of internal review. Only in this way can an effective and viral campaign be created.

Take a look at one of the examples of advertisements created by the Don't Panic agency , and decide for yourself whether this approach might be something you would be interested in.



GOOD (ro)bot
The name Avinash Kaushik needs no introduction. The famous Google analyst presented the future we can expect not only in digital marketing but also in everyday life.

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It is very easy to see that the future of the world lies in artificial intelligence, i.e. AI (artificial intelligence) technologies and their application in all industries. The developments achieved in this area are increasingly applicable in digital marketing and lead to the fact that decisions about when, how and why to target a specific person, location and/or device are reduced to a carefully organized system of information that is collected in real time and that allows algorithms and technologies that are capable of “learning” based on the data they receive, to perform calculations with incredible precision and adequately apply them in digital marketing channels. Avinash states that we should not get lost in the tracking capabilities that modern digital marketing offers us. Any data that we extract through segmentation from Google Analytics or some other data source carries with it inaccuracies, a lack of knowledge of intent and temporal-spatial context.