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The digital landscape is growing exponentially and with increasing speed every day. It is reported that by 2020, the global software industry will be worth $74.96bn (roughly R1-trillion).

This dearth of new technology has lead to people finding new ways of doing things. For example, activities that were previously only conducted in person are now being conducted online.

Seventy percent of people in the US and UK are of the opinion that technology will play a very significant role in the management of their healthcare in the near future,” says Lisa Schneider, managing director of the Digital School of Marketing.

As people change the way they provide services, we need to change the way we market these services.

“With people deciding to conduct services such as healthcare over the internet, there are additional considerations that we need to put in place when approaching the marketing,” says Schneider.

Stricter data privacy 

As many of these services are fundamental human rights, protected by the constitution, the digital marketers of these products will need to be very careful with safeguarding the privacy of the information of data subjects.

“Extra security measures need to be put in place to safeguard the data. In addition, you’re going to need to monitor very carefully what information you use in the marketing of these products. If the identity of a person is revealed, and they have not authorised you to do so, this may result in heavy litigation costs,” says Schnieder.

The year 2019 saw the proliferation of technologies, such as chatbots, which have become mainstream and have increased the efficiency with which the digital marketer is able to perform his or her job.

“Digital marketing professionals have just started to scrape the tip off the iceberg when it comes to seeing what impact these technologies could have on their businesses. In 2020, we expect to see digital marketers further developing their skills in these areas and look forward to seeing the new campaigns that will come through,” says Schneider.

The Digital School of Marketing is SA’s preferred provider of accredited online digital marketing courses. To find out more about its online digital marketing courses, visit the website on www.digitalschoolofmarketing.co.za, call on 086-142-8710 or e-mail info@digitalschoolofmarketing.co.za.

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This article was paid for by the Digital School of Marketing.

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