{"id":117213,"date":"2019-12-20T20:00:00","date_gmt":"2019-12-21T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/digital-marketing-2020-get-ahead-of-these-3-trends-in-sem-and-display\/"},"modified":"2024-12-19T16:43:07","modified_gmt":"2024-12-19T21:43:07","slug":"digital-marketing-2020-get-ahead-of-these-3-trends-in-sem-and-display","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/digital-marketing-2020-get-ahead-of-these-3-trends-in-sem-and-display\/","title":{"rendered":"Digital Marketing 2020: Get ahead of these 3 trends in SEM and display"},"content":{"rendered":"

There’s no shortage of digital marketing predictions this month, most of which center around a few core themes\u2014including the continuing rise of automation and, by proxy, the loss of marketers’ granular control over their campaigns. But we heard similar laments this time last year, didn’t we? Has nothing changed?<\/p>\n

In our industry, progress comes in waves. While predicted trends and concerns for 2019 were not necessarily wrong, the tone and tenor were misplaced. This is, in fact, the golden era of digital media. Never before have as many tools, resources, data sources, and platforms been so readily available to marketers. As Peter Drucker once penned, \u201cthe greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic\u201d, so let’s explore the trends and developments we can all agree on\u2014and, more importantly, learn how to prepare and prosper should these predictions hold true.<\/p>\n

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  1. \n

    Expect yet more automation<\/h2>\n

    Automation has touched nearly every aspect of search. We’ve seen automation in ad copy (RSA), bidding (smart bidding<\/a>), and optimization (Optimization Scores<\/a>). But all of these are the logical continuations of trends that have persisted over the last five years and more.<\/p>\n