Digital marketing has always been about adapting to change – whether in technology, consumer behaviour, or measurement techniques. While tools and platforms continue to evolve, many concepts remain rooted in principles developed decades ago.
Today, performance remains the gold standard of success in digital marketing, but achieving it has become more nuanced. Let’s explore the current landscape – where we stand and where we might be headed.
Old ideas, new words
Attention metrics are a hot topic in marketing. Marketers are focused on measuring how long and how deeply consumers engage with content. For veterans, though, this isn’t a new concept. In the 1980s, advertisers in Europe and the US used memorisation coefficients to measure media effectiveness. The principle was simple: an ad’s value wasn’t just about being seen but about whether it made a lasting impression.
Today, we’re seeing this idea reborn with advanced tools. Attention metrics now provide real-time data, allowing advertisers to optimise campaigns faster. It’s a testament to how revisiting tried-and-true principles, paired with modern technology, can create effective solutions for new challenges.
Cookies are still here – for now
When Google announced plans to phase out third-party cookies, the industry scrambled. Millions were spent on finding replacements. Solutions like syndicated ID models and contextual targeting – focusing on the content of a webpage instead of user data – were developed, with
mixed results.
But Google recently delayed the removal of cookies, offering marketers more time. While cookies remain for now, the lessons learned in exploring alternatives will shape privacy-friendly strategies for the future. This reprieve won’t last forever; innovation in targeting and measurement will remain critical.
Performance marketing goes beyond the last click
For years, marketers over-relied on last-click attribution, crediting the final user action before a purchase. This approach ignores the complexity of the modern customer journey, which can involve multiple touchpoints across devices and platforms.
Advertisers now realise the importance of post-click and post-view interactions. Display ads or videos might not lead to immediate sales but play crucial roles in building awareness or guiding decisions. By understanding how each touchpoint contributes, marketers can optimise campaigns more effectively and gain a clearer picture of ROI.
The changing face of search
Google has long been the dominant platform for search, but its monopoly is slipping. Gen Z increasingly bypasses traditional search engines, favouring platforms like TikTok and Instagram for restaurant reviews, product recommendations and travel tips.
Additionally, AI-driven tools, such as OpenAI’s ChatGPT and emerging competitors like Mistral, are redefining search. Instead of browsing endless links, users receive direct, contextual answers. For marketers, this represents both a challenge and an opportunity. It’s no longer enough to rank on Google; brands must adapt to AI and social search trends to remain visible.
Social media as a conversion engine
Social media has traditionally been seen as a space for engagement and brand awareness, with conversion viewed as secondary. However, platforms like TikTok are proving that social media can drive direct sales when paired with engaging, platform-specific content.
TikTok’s algorithm, for example, can turn a single creative video into a significant ROI. However, success depends on adapting content to each platform’s culture and audience. What works on TikTok might fail on Instagram or Facebook. By tailoring content to feel authentic and native, marketers can maximise the conversion potential of social media.
What does the future hold for performance marketing?
The future of digital marketing will be shaped by AI, privacy regulations and deeper insights into the customer journey. Here are key trends to watch:
Attention metrics take priority: Marketers will focus on quality over quantity, using attention metrics to measure the power of big ideas.
AI personalisation: Tools like generative AI will help brands create hyper-targeted content, increasing engagement and loyalty.
Growth of social commerce: Platforms will integrate e-commerce more seamlessly, turning engagement into purchases.
Evolution of search: Social platforms and AI will redefine search habits, forcing search engines to innovate.
Privacy-first strategies: Even with cookies remaining temporarily, privacy-friendly solutions will dominate the future.
Digital marketing is dynamic and challenging, requiring creativity and a strong understanding of changing technologies and consumer behaviours. By combining established principles with modern innovations, marketers can achieve performance in a complex landscape.
At Gamned-Biggie, we embrace this approach, supporting advertisers to navigate the evolving digital marketing world. Whether through harnessing attention metrics, optimising conversion paths, or adapting to AI and social trends, the key to success lies in being flexible – and always keeping the consumer experience
in focus.
By Yves-Michel Gabay, Managing Director MEA, Gamned.
