6September 2021Copyright © 2021 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com September - 20 - 2021, volume 07 - 06 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Abhilash P. JoseRose DcruzJoshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editordmorgan@martechoutlook.comDigital Advertising stands at the cusp of disruption. The COVID-19 pandemic has led to the blurring of boundaries between communication, marketing and sales. Hence digital media is no more a vertical integration; it is an integral component of communications and sales strategy. The interplay of policy regulations such as the Global Data Protection Regime, Cable Networks Regulation Act-2005, the proliferation of technology and innovation presents an exciting time for digital advertising.The COVID-19 pandemic has accelerated digitalization. Going forward, we expect the digital-first communication approach to become the norm in integrated marketing communication. This trend implies more virtual product launches, more sales through digital platforms. We also foresee brands increasing their digital spending and leveraging multiple digital platforms depending upon the profile of their target audience. Nevertheless, digitization does not imply the death-knell of traditional advertising. Omnichannel marketing will exist with more inclination towards digital strategy than ever.The function of digital advertising has gone beyond standing out from the clutter and making the brand's voice heard across platforms. In 2021, digital advertising will emerge as an effective channel to devise incremental strategies such as testing new products and features, exploring new markets, tapping new customer segments and much more. Its scope will widen beyond building communities online and weaving a seamless brand recall across platforms.Emerging technologies such as Artificial Intelligence, Machine Learning, Deep Learning has had a pervasive impact across industries and integrated marketing communication is no exception. Technologies such as Virtual Reality, Augmented Reality bring a new dimension to digital advertising through personalized content curation, thereby increasing conversion chances. Artificial Intelligence-powered live chatbots address customers' queries and grievances and help them make informed choices. These technologies also aid the brands to curate customer profiles and enhance their experience.Since digital advertising is a dynamic field, digital advertisers must be open to adapt to changing market scenario, embrace new technologies, unlearn and relearn continuously to stand out from the competition.Let us know your thoughts.The Future of Ad ManagementAsher Blake
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