How stunning is it that everything a brand does today is about digitalization? The business world is transforming its business model into something that we only dreamt of seeing on the Jetsons.

When digital marketing was first introduced, it wasn’t really taken into consideration as a discipline on its own. Media buying, advertising and PR agencies were still putting all their resources mainly on what clients believed were the archaic “right things to do”. Some of their younger team members could have pushed themselves into a seminar about the digital future of marketing. But, the older generation believed in digital advertising as “community management” and some ads on Facebook and Google.

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Community managers were paid less than account executives. The digitalization factor was moving slowly in this field when it comes to the all new Omnichannel configuration. Programmatic advertising was a distant reality, and no one really understood the essence of having an ad programmed to be in various digital channels using AI Technology. You could now have video on website banner, or picture on Youtube. You could even see a different ad on a football match you are watching on TV depending on your location.

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With that being said, in only two years programmatic advertising is now making its way to the most searched marketing word. New ‘digital only’ agencies are emerging and old agencies are forced to adopt new strategies.

It seems that the old agencies have equiped themselves with tools to help accomodate into the new ad age such as AI tools, third party data bases and programmatic / CRM based departments.

We found companies like Publicis creating new AI innovations such as Marcel and many other initiatives that has allowed it to survive the roughest of experiences such as the Corona Virus Pandemic.

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It is no secret that the corona virus has forced all companies to adapt. But, more than ever we understand that there is no place for stagnant and the only true survivor in the new ad age is innovators! The reach of ads has become the main issue and being creative & executing has no longer become the problem.

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Published by yahyaalfreh

Yahya is a career coach that has been in the field for almost 5 years. He has done it on the side while working at companies like Publicis, Amadeus and 22 Comms. He then initiated The Millennial Stage to shed light on successful Millennials & bring them to the international stage, showcase his coaching platform, and finally bring out role models from previous generations that could serve as inspirations for ambitious career adventurers. He holds a BBA in Finance from the American University of Beirut & an Msc in Digital Marketing from SKEMA Business School. He currently resides in the South of France. Please feel free to email Yahya at yahya.alfreh@gmail.com.

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