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  • ONLINE STRATEGY MONTH: Looking back at what’s shaping our future

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    Marketing managers have to adapt continuously to stay relevant and effective in a digital landscape that never stands still. Let’s take a look back at the key shifts in online strategy we’ve seen over the past ten years that have brought us to where we are today, based on input from attendees at the Digital Marketing Solutions Summit…

    1. The Rise of Social Media Marketing

    One of the most significant changes has been the meteoric rise of social media as a core component of online strategy. A decade ago, platforms like Facebook and Twitter were just starting to be recognised as viable marketing tools. Today, social media is indispensable. Marketing managers are now leveraging a variety of platforms, each with its unique audience and style, to build brand awareness, engage with customers, and drive sales. The advent of influencer marketing, where brands collaborate with social media influencers, has also been a game-changer.

    2. Content Marketing and SEO Synergy

    Content marketing has evolved from being a buzzword to a fundamental part of online strategy. The focus has shifted from keyword-stuffed articles designed for search engine bots to high-quality, valuable content aimed at human readers. This shift has been driven by changes in Google’s algorithms, which now favour content that is engaging, informative, and authoritative. Marketing managers have realised the symbiotic relationship between content marketing and SEO, leveraging both to boost online visibility and brand credibility.

    3. Personalisation and Data-Driven Marketing

    Another significant evolution in online strategy is the move towards personalisation. With advancements in data analytics and AI, marketing managers can now deliver personalised content, product recommendations, and offers to individual consumers. This approach is based on the analysis of large data sets to understand consumer preferences and behaviours, making marketing efforts more targeted and effective.

    4. Mobile-First Approach

    The proliferation of smartphones has led to a mobile-first approach in online strategy. Recognising that a growing number of consumers access the internet primarily through mobile devices, marketing managers have shifted focus to optimise websites and content for mobile. This includes responsive web design, mobile-friendly content formats, and mobile-specific advertising campaigns.

    5. Integration of Online and Offline Strategies

    While the focus has shifted towards online, there is also an increased recognition of the importance of integrating online and offline strategies. Omnichannel marketing, where consumers receive a seamless experience across digital and physical touchpoints, has become a key objective. Marketing managers are now working to ensure that their online strategies complement and enhance their offline marketing efforts.

    6. Emphasis on Analytics and ROI

    Finally, there has been a growing emphasis on analytics and measuring ROI. With an abundance of data available, marketing managers are increasingly focused on metrics to gauge the effectiveness of their online strategies. Tools for tracking website traffic, engagement rates, conversion rates, and social media analytics are now essential components of a marketing manager’s toolkit.


    The landscape of online strategy in UK marketing management has evolved dramatically over the past decade. The proliferation of social media, the integration of content marketing and SEO, the rise of personalisation and mobile-first strategies, the blending of online and offline experiences, and the focus on analytics and ROI are all indicative of a field that is constantly adapting to technological advancements and changing consumer preferences. As the digital world continues to evolve, so too will the strategies of UK marketing managers, who must remain agile and informed to stay ahead.

    Are you looking for online strategy solutions for your organisation? The Digital Market Solutions Summit can help!

    Photo by Hal Gatewood on Unsplash

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    Stuart O'Brien

    All stories by: Stuart O'Brien