With the advancements and changing trends in digital technology, digital marketing is expected to take giant strides in the future. We see E-commerce players like Amazon prioritizing marketplace and the search engine giant, Google testing out new approaches such as shopping tab to enhance customer experience and leverage buying intent and giving importance to customer experience and engagement by rolling out algorithm updates.  The data also suggests that digital media spend which is 15per cent at present, will go up to 24per cent by 2020.

In Digital Marketing Space, huge changes are expected in Google Shopping and it is advised to stay alert about everything related to Google Shopping. As Amazon is predicted to be the next big thing in the online shopping ads vertical, Google Shopping will make the inroads into the segment. Google has already started rolling shopping tabs through organic searches across the sphere providing more structured shopping options to choose from. Thus, it is important for digital business organizations to prepare their digital wing to be shopping heavy.

To develop the marketing philosophy of the future we also need to understand the 2020 consumer. Three factors will continue to influence consumer behavior:

-Full adoption of new technologies