Adobe's annual European Digital Marketing Summit focused on the theme of "re-inventing marketing," an important trend as internet marketing experts come together to consider the future of their industry. Hosted on May 14th and 15th, the event was held in London at the ExCel Center, bringing in nearly 4,000 attendees from all over the world. The primary topics discussed included mobile advertising solutions, social media channels and many more. The summit's attendance rose 30 percent over the previous year.

As online marketing solutions continue to evolve, there are several trends that are key for businesses to pay attention to, which were highlighted at the conference:

  • The migration from traditional to digital media for marketing
  • How social media is taking digital marketing beyond email
  • The interoperability of web and mobile marketing
  • The need for closer relationships between CIOs, CFOs and CMOs.

The changes discussed at the conference are being more prevalent in marketing endeavors every day, and businesses looking to optimize their efforts may need to take a step in a new direction. Multi-channel marketing, new technologies and the adoption of high-quality strategies for targeted internet marketing will help firms ensure success while promoting greater flexibility to flow with the trends currently shaping markets and those to come.

According to InfoTrends, the rapid evolution of online marketing is marked by the creativity, analytics and data-driven insights that businesses have to leverage for growth. The right strategy and assistance can boost efficiency and maintain solid marketing leads and returns while investing in the trends that will continue to shape the industry this year and the next. The planet is quickly becoming more populated by those who grew up in an entirely digital world than those born before the internet, and as purchasing power shifts, so too must the focus of businesses in their marketing efforts.