未来实验室&微软：2023数字营销的未来研究报告（英文版）（40页）.pdf

1、The Future Laboratory and Microsoft:The Future of Digital MarketingFor the digital marketing industry,uniquely poised at the intersection of societal upheaval and technological acceleration,the how,what,and why of communication are about to be recalibratedbringing with it new expectations,values,and

2、 opportunities for both marketers and the people they want to connect with.“The digital marketing industry has been in full control for the past 10-15 years,”says James Penfold,Strategy Director at Rehab,a digital innovation agency.“Theyve had the audience at their fingertips,data-on-demand,and a co

3、mplete monopoly over new technologies.Now,the tide is shifting,and theyre going to have to work harder to be creative,gain trust,hold our attention,and provide value.As consumers begin to occupy new influential roles beyond that of target audience,the digital marketing industry will become more cruc

4、ial than ever.As symbiotic relationships emerge that bring us toward a more equitable and inclusive digital marketing landscape,marketers will evolve into holistic leaders and providers that offer the tools,assets,and services needed to guide and empower a new generation.From the early dawn of the m

5、etaverse to the sunset on tokenistic representation,this report will explore the global trends and value shifts that are reshaping the industry,uncovering the new horizons that represent the future of the digital marketing sector.Some 30 years after the first website went live,a seismic shift in the

6、 way we use and interact with the digital space is taking holdand for users and stakeholders alike,the changes are instrumental.Executive summaryPart one:COVID-19 has accelerated new digital behaviors,many of which will outlast the pandemic.In the early stages of the outbreak,McKinsey&Co noted that