Digital Advertising: 2035

The following paper is an exercise in foresight to understand how social, technological, economic and political trends are likely to impact the digital marketing field over the next 20 years. Nine hypotheses related to marketing trends within a STEEPV framework were formulated. Methods used to identify trends and drivers included a literature review, horizon scanning, survey and expert interviews. Scenario planning was used to establish important drivers and critical uncertainties in digital marketing, and four possible scenarios were developed. Overall, seven of nine hypotheses have been accepted. The most important uncertainties established by the scenario planning were the level of government regulation of the Internet, as well as the development of personalization of advertising. These critical areas should continue to be monitored in the future and can also serve as directions for future study.