Introduction: A Personal Journey into Marketing
When I earned my bachelor’s degree in International Business and later my master’s in Business Management, I found myself at a crossroads. I wasn’t entirely sure about my career path, so I applied for various job positions without an explicit specialization.
After submitting over 100 applications across different industries and countries, I noticed a pattern: I kept advancing in marketing roles. My prior experience in marketing and design during an internship had shaped my career trajectory, even if I hadn’t initially planned for it.
In 2016, I landed a job in marketing and content for a startup in Brazil. During that time, the marketing landscape was undergoing significant changes — concepts like inbound and outbound marketing dominated discussions in marketing teams.
Digital Marketing in 2016: A Turning Point
By 2016, digital marketing had become an essential component of business strategy, driven by increased internet accessibility and the rise of social media. Platforms like Facebook and Twitter became key tools for engaging consumers, prompting businesses to shift from traditional advertising to digital-first strategies.
The Rise of Inbound Marketing
By this time, inbound marketing had fully established itself as a dominant strategy for lead generation. According to HubSpot’s State of Inbound 2016 report, 74% of marketers cited lead conversion as their top priority.
However, while inbound marketing was cost-effective, it came with challenges. Despite significant investment in ads, lead generation tools, and marketing funnels, conversion rates remained low — typically around 2%.
Challenges in 2016: Content Saturation
Despite its effectiveness, inbound marketing faced a significant challenge: content saturation. Brands produced vast content, but consumers became overwhelmed and disengaged. BrightTALK found that 61% of B2B marketers cited a lack of resources as their top obstacle to lead generation.
2017–2018: The Video Marketing Boom
By 2017 and 2018, the digital marketing landscape evolved further. Instagram emerged as a dominant advertising platform, competing with Twitter and Facebook. This period saw a massive shift toward video content marketing, mobile-first strategies, and multi-channel engagement.
Video Marketing Becomes a Necessity
By 2018, video was no longer optional — it was essential. As part of our inbound marketing strategy, we integrated video content into lead generation funnels, and the results were clear: video increased engagement and conversions.
Multi-Channel Marketing: A Game Changer
The shift toward multi-channel marketing was a direct response to evolving consumer behaviors. Previously, brands relied on a single-channel approach. However, as social media usage diversified, marketers realized that engaging customers across multiple touchpoints was critical.
At the time, I worked for an e-learning company that targeted teachers, institutions, and course creators. We adopted a multi-channel strategy to optimize engagement, leveraging Meta (Facebook & Instagram), LinkedIn, Google Ads, and webinars.
2019: Integrating Online and Offline Marketing
By 2019, marketing strategies had expanded beyond digital-only tactics. As a digital marketing coordinator for an email marketing platform, I faced the challenge of integrating online and offline marketing efforts to maximize lead generation and sales outcomes.
Hybrid Marketing Approach
A simple yet effective hybrid marketing strategy involves:
- Attending offline events to capture leads
- Following up with email marketing and digital content
- Hosting webinars to nurture leads further
- Converting engaged prospects into customers through personalized outreach
The key to success in modern marketing is experimentation and measurement. At that time, we used Google Analytics, Excel, and Data Studio Dashboards to track performance and optimize campaigns.
Closing Thoughts
This first part of my digital marketing journey reflects the industry’s rapid evolution from 2016 to 2019. We witnessed the rise of inbound marketing, video content, multi-channel strategies, and the integration of online and offline marketing.
However, the journey doesn’t stop here. The pandemic, AI, and automation brought further disruptions, reshaping digital marketing in unprecedented ways.