The marketing industry is continuously adapting to the latest trends and cultural shifts.

And with no greater change to our daily lives than the rise of the internet, companies have more ways than ever to reach customers.

But brands that master the craft of digital marketing will leave a memorable impression on their customers and build loyalty that will propel them to prosperity and sustain their success.

Here are just three ways the 21st century has changed marketing forever.

Social media

The vast majority of us have at least one social media account, and the ubiquity of major platforms like Facebook, Twitter, and Instagram render them an invaluable tool that brands cannot do without. Subsequently, many companies have risen to the challenge with increasingly new and innovative ways to reach out to customers on their social channels.

And frankly, social media is a gift of a marketing platform. As well as raising brand awareness, the interactive potential of comments sections and reply functions mean that brands can publicly demonstrate their customer service prowess.

This can be a double-edged sword, as many brands bear the brunt of bad publicity. Still, it can also be an opportunity to handle PR crises before they break out, and a well-handled potential disaster can earn brand respect and recognition online.

Content marketing

Visual content is nothing new – the 20th century changed advertising forever as the television became a permanent fixture in every household, the birth of hundreds of new channels gave advertisers countless opportunities, and magazine and newspaper advertisements have been commonplace as long as publications have been in print.

Nowadays, these classic methods have been adapted for a new era as just about every online platform is an opportunity to reach consumers, and the more creative, the better.

SNS Group, a Glasgow based visual content creation agency, is well versed in the art of creating innovative campaigns that capture users’ imaginations. For instance, during the 2018/2019 football season, their #Lads42 campaign shone a light on every single professional Scottish football club in a series of 42 videos produced for high street bookmaker Ladbrokes.

Celebrity marketing

Celebrity culture is by no means new – in fact, it dates back to the 1760s when fine china producers Wedgwood promoted their products with royal endorsements.

And in 2020, when fans can keep close tabs on their favorite stars with the tap of a screen, famous faces are consistently showing off what they’re doing, who they’re with, and what they’re buying. From gadgets to clothing, to diet pills and detox teas, if you can name it, there’s a Kardashian out there advertising it as we speak.

This exposure has never been more valuable, and while many celebs and influencers will rack up brand deals and sponsors on these platforms, many bloggers love to show off new acquisitions to fans, meaning that the right product in the right hands can be as good as free advertising.

These are just three ways the 21st century has changed how advertisers interact with customers, but it’s a sector that’s constantly evolving.