If there’s one universal truth in marketing, it’s that it never stays still for long. What worked ten years ago now feels as outdated as dial-up internet, and what works today will probably seem laughable in another decade. To get a grip on where we’ve been and where we’re heading, I sat down with Andrew Odgers, Managing Director of Lillian Purge, to discuss the past, present, and future of digital marketing – and what businesses must do to keep up.
“We’ve come a long way from the days when a good shop display and a well-placed ad in the local yellow pages could make or break a business,” Odgers begins. “Take the tattoo industry, for example. Ten years ago, if you wanted to drum up business, you’d place some flash art on the window displays, have a gothic-looking font on your sign, and Bob’s your uncle – customers would walk in off the street.”
Now? Different story. “Tattoo shops have become storytelling brands,” Odgers explains. “If an artist isn’t filming a ‘day in the life’ TikTok or doing a creative Instagram Reel with slow-motion ink shots, they might as well be invisible. It’s no longer about the quality of the work alone – it’s the experience you sell. People don’t just want a tattoo; they want to follow an artist’s journey, watch them mix inks like a potion master, and listen to their life philosophy over lo-fi beats.”
Take restaurants, for example. “A decade ago, you’d print some menus, advertise the ‘best fish and chips in town’ on a chalkboard outside, and hope for good foot traffic,” he says. “Now? If you don’t have a strong Instagram presence with drool-worthy food pics, a seamless online ordering system, a five-star Google review strategy and a competitive digital marketing strategy, you’re losing business to the place down the road that does.”
Retailers had a similar playbook. “A well-designed storefront and friendly staff were once enough to attract customers,” Odgers notes. “Now, e-commerce has completely shifted the landscape. Consumers expect online shopping, same-day delivery, and hyper-personalised recommendations. If you’re relying on foot traffic alone, you’re in trouble.”
Even service-based industries have been shaken up. “A electrician ten years ago might have relied on the Yellow Pages and a van with a big phone number on the side. Today, if they don’t have an optimised website, active social media, and a solid Google My Business profile, they’re missing out on clients.”
Even accountants – traditionally not the flashiest of professions – have had to modernise their marketing. “Ten years ago, you’d find an accountant through a recommendation or by spotting a small ad in the back of a business magazine,” Odgers explains. “Most of their work came from loyal, long-term clients who valued reliability over branding.”
Now, it’s a completely different game. “With cloud accounting software like Xero and QuickBooks automating so much of the process, accountants have had to shift from ‘number crunchers’ to financial advisors and business consultants. They market themselves through LinkedIn thought leadership posts, SEO-optimised websites, and social media content explaining tax hacks in bite-sized reels.”
There’s also a huge focus on trust-building. “Consumers are wary of financial scams and dodgy firms, so accountants now have to showcase client testimonials, maintain an active online presence, and engage in digital networking. A smart LinkedIn strategy can land an accountant more clients than a decade of networking breakfasts ever could.”
The Social Media Takeover
Social media has completely changed the game. “It’s the new high street,” Odgers says. “Every business, from bakeries to car dealerships, needs to be active on at least one platform. It’s where customers go to discover brands, read reviews, and engage with businesses.”
This shift has created a new level of pressure. “You’re no longer just competing with the shop next door – you’re competing with the entire internet,” Odgers points out. “A coffee shop in Manchester is now up against artisan roasters in Italy who ship worldwide. Your marketing needs to stand out, and that means video content, influencer collaborations, and targeted ads.”
Influencer marketing is another game-changer. “Back in the day, celebrity endorsements were reserved for huge brands,” Odgers says. “Now, a micro-influencer with 10,000 followers can drive more sales than a billboard in Times Square.”
What’s Next? The Future of Digital Marketing
So, what will businesses have to do over the next decade to stay relevant?
- AI-Driven Marketing “AI will take over a huge chunk of marketing,” Odgers predicts. “We’re already seeing AI-generated content, automated ad buying, and chatbots replacing customer service reps. In the future, businesses will need to embrace AI tools to stay efficient.”
- Augmented and Virtual Reality “Consumers will expect immersive experiences,” he says. “Retailers will use AR to let customers ‘try before they buy,’ from clothes to home decor. Real estate agents will offer virtual property viewings. Even restaurants might let you ‘walk through’ their venue before booking a table.”
- Voice and Visual Search “SEO as we know it is changing,” Odgers explains. “More people are using voice assistants like Alexa to find businesses, and visual search is growing. Companies will need to optimise their content for how people speak and see rather than just how they type.”
- Hyper-Personalisation “Consumers expect tailored experiences,” he continues. “AI will track behaviour so precisely that customers will see ads for products they didn’t even realise they needed. It’s already happening, but it’ll get even more sophisticated.”
- Stronger Privacy Regulations “With great data collection comes great responsibility,” Odgers warns. “Governments are cracking down on privacy violations. Businesses will need to be transparent about data collection and find ways to personalise experiences without being creepy.”
Final Thoughts
The world of marketing has gone from print ads and shop displays to social media dominance and AI-driven automation. Looking ahead, businesses that embrace new technologies, prioritise online engagement, and adapt to changing consumer habits will thrive.
Odgers sums it up best: “Marketing isn’t just evolving – it’s a survival game. You either adapt or get left behind.”
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