Firstly, I would recommend caution with the "low budget and high efficiency" of viral-based campaigns. There are two reasons:

1. this is true in the exceptional campaigns that achieve viralty. On aggregate, that promise is far more questionable due to the very high proportion of failure

2. Lower minimum required budget for a given level of reach does tend to lead to more efficiency, but often at the cost of effectiveness. See Binet & Field's work on advertising effectiveness (published by IPAm available also through WARC) and a series of reports from Ebiquity.

In response to the main question, here are a some of the factors I believe contribute to the speed with new techniques are emerging and developing:

1. As above, low initial barrier / minimum spending required

2. The digital platforms themselves promoting a stream of innovations to try and capture as many advertising dollars as possible

3. Widely available free-cheap-scalable resources for managing and tracking digital campaigns (e.g. Google Analytics; Hubspot;...)

4. Immediate response data - no need to build large, complex studies or sets of historical data to justify the effectiveness of a technique. Experiments can be designed, deployed and measured cheaply and quickly

Of course, this doesn't mean that all these new techniques should really receive the level of investment they do. There has been and will be a lot of wasted time and money spent before the short-term response data and "jumping on the wagon" gets put into proper perspective with more robust and holistic analytics.

One of the critical problems which traditional marketing always faced was accountability. Since the era of Keith ( One of the earlier experts in marketing) marketers were concerned about the Return on Investment (ROI) of the marketing campaigns.

In my career, I have designed and successfully executed both Mass Media ( Traditional campaigns), Mobile (Contextual marketing) and Social Media Ads.

I think the ease of measurement of digital marketing is one of the factors in growth of digital marketing. With the least amount of investment, the ROI of campaigns can be measured.

The availability of data, especially keywords made it very easy.

Another factor is personalization and contextual marketing which made digital campaigns more successful and easy to proceed

Surgical targeting option can also be one the factors. In Mass Media Marketing campaigns I always faced revenue cannibalization issues. For example: In the case of telecom, we have two segments, High revenue customers and Low revenue customers. If we design a campaign and advertise it for low revenue customers, chances are high revenue customers will also buy it. However, in digital marketing, you can send the message or show campaign to the exact customers.

1.- Increase in the use of mobile phones

2.- Implementation of new digital strategies

3.- Increase in online purchases

4.- Growth of social media networks

5.- Greeter relevance of the experiences

I think that one reason also lies in the characteristis of the social Media technologies which also is developing quickly. It offers nearly dayly new functions which can be transformed in marketing strategies.

Do you know if there are research results about that topic or do you want to join in creating a study about that?

One of the determinants could be increased number of people using smart phones. The other determinant could be that it is faster to reach a large audience and it can be used 24 hours.

Digital marketing also enables you to target a particular group of people easily. It also has a wider audience.

It can be co-creation, credibility, content, creativity and cross-disciplinary approach. Marketing is shifting towards being more responsible consumption and digital media unlike others has democratised the society like never before. The barriers are diminishing and every one has access to it.

i think the main determinant is the high increase in the creation of digital channels basically nowadays people spend more time using electronic devices

and reality people are moving from classic word to the digital world

ADAPTING TO THE TECHNOLOGICAL SHIFT

KNOWLEDGE UPGRADATION

PERIODIC TEAM ASSESSMENT

FOCUS ON RETURN ON INVESTMENT (ROI)