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5 Harsh Realities of Digital Marketing to Keep in Mind!

5 Harsh Realities of Digital Marketing to Keep in Mind!

5 Harsh Realities of Digital Marketing to Keep in Mind!

In the marketing and advertising’s world, everything changes constantly. During 2017 there were many tendencies on the top positions and some others that needed a bit of improvement and renovations over and over.

Helping companies to be on top of the game, offering services that no one else offers, helps turning brands into a reference for the consumers, competitors, and society as a whole. And, to be able to develop an effective marketing and advertising strategy, you need to know the tendencies that promise to be “unique” during the next months.

Discover here which tendencies will help you create more creative digital marketing and advertising campaigns, so you can start planning them for the upcoming 2018.

  1. VIRTUAL REALITY

Virtual reality and augmented reality have gained a big impulse for years, with investments that go over 1100 million $ 2016 only. Skeptical have expressed their concern and have put into a doubt if this kind of technology is accessible enough to generate wide and sustainable interest amongst consumers, however, this year announcers have begun to realize that normally, people are excited about exploring new communication media.

A survey showed that 24% of consumers declare that they will probably use or buy virtual reality technology products the next year, and another 20% said that they would try virtual reality after being familiar with the basics of this kind of technology.

Companies like North Face, Samsung and NBC have joined the action, and little virtual reality startups specialized in marketing have begun to offer this kind of services to satisfy the demand for known brands.

Adam Harter, cultural connections and marketing Vice-president of Pepsi said: “We think that, if you manage to create an emotional connection with your consumer, you can captivate them and turn them into a fan of your Brand. Besides virtual reality, I think there is no other communication media that can create an experience people want to continue sharing”.

The future of digital advertising and marketing is called “artificial intelligence”. As usual, Facebook has been the first when it comes to launching their chatbots, a solution that allows brands to automatize customer service. Recently, Facebook has allowed using the chatbots to send advertising offers, opening a new way to do digital marketing, unknown so far.

But Facebook is not the only one that has this new tool, phone assistant such as Siri, Window’s Cortana, and Google Now, also open a new path to relate with technology and brands, a tendency with a lot of future that the greatest marketers will begin to use to the maximum this 2018.

  1. LIVE VIDEO

For most social networks, 2017 was the year of live videos. Facebook perfected Facebook Live, Twitter improved Periscope, and Instagram just launches the service of live transmission with two people at the same time, for all of their users across the world.

Live video has become an extension of marketing and advertising that allows users to connect with every kind of live transmission. Brands have made the most of these new streaming transmission capacities, to invite everyone to live the live experience of their brands content directly from any device.

Besides, users show themselves anxious to tune in to the transmissions. An example of this is Lowe’s, the gigantic retailer that announce their Black Friday offers, through a Facebook Live for an audience of 32.000 people and had 891.000 extra views with promoted posts the next days. Martha Stewart broadcast a series of live cooking videos that have become very popular, and Refinery29 hired a team of 10 people that create content for Facebook Live about their lifestyle website.

  1. CROSS-DEVICE PLATFORMS

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Consumers are constantly seeking content through their mobile devices. Wearables, smartphones, tablets, and laptops have replaced any fixed device, which has lead people to receive information anywhere and at all times.

Because of this, in 2018 cross-device strategies are going to be crucial. This strategy will allow companies to recognize a client, no matter what device is using, and at the same time, to receive responses about their preferences. For next year you can miss out on a digital marketing and advertising strategy that includes bidirectional communication on every mobile device.

  1. FLEETING CONTENT

These days we are in front of a new era of storytelling, which consist in producing concise content, with short duration and that at the end of the day it disappears. Plus, several experts agree that in 2018 80% of web traffic will be in video format.

The first one was Snapchat, incorporating videos that disappear 24 hours later, now Instagram with their tool of broadcasting live videos. 2018 promises to be filled with videos with absolutely everything the client can imagine, meaning, “here and now” due to the high demand of the market. Companies will use this content to show their customers things that interest them, obtaining information through big data, and sending them messages more creative and personalized each time.

With this, you will not only try to captivate with curiosity, you’ll also be reinforcing the bond with your consumers and leaving them wanting more until you share content with them again, because you’ll be the one to decide the moment you want to share with them this fleeting live videos.

It is essential to be updated with the new tendencies on digital marketing and advertising so you can adapt them soon enough to your strategies. In a constantly changing market, as it is the digital world, innovation is not only a key factor for growing brands, but it is also something that will allow you to be different to your competitors. This is why I hope you like this article, and that it also could help you with your future strategies.

29 Comments on this Post

  1. Scott Summers

    Another Aspect that should be realized is the fact that IM is a trial and error. thing. I mean even my master says he expects me to fail during my initial run in this.

    Reply
  2. Alex Summers

    I agree content is everything in this. Like YT for example one must put om quality content to get somewhere. Patience is a key factor too after all nothing happens overnight.

    Reply
  3. Yes, I agree. Digital marketing is a fast paced profession. Always have to be ahead and to think what would be the next thing that’s big to get in first and attract viewers. Not only that, story and the content is very important. Better to have people interested in you than followers that don’t add value to your page.

    Reply
  4. David Mureithi

    This is very true. You need to keep yourself updated to keep on going. Otherwise you might drag yourself with no idea.

    Reply
  5. Edwin Kamau

    Live video is one way of digital marketing which many companies don’t have in mind. It’s easier for social media users to watch live videos than reading long post.

    Reply
  6. So true. Also, people nowadays love to watch videos than to read. The attention span is too short.

    Reply
  7. I totally agree with this. In order to succeed in a business you need to have a good strategy, marketing strategy. And social media plays a vital role in this with everyone using social media as a platform to communicate worldwide.

    Reply
  8. Gosh, it looks like marketing strategies are getting more creative and varied each year. While this is natural (everything changes and evolves), it’s sad that for every new technology/app that emerges, people seek to take advantage of it to market more and more products where money is still the driving force.

    Reply
  9. Just amazing. It’s wonderful on how technology is revolutionizing everything nowadays. Cross device platforms and live videos are really taking businesses to a whole new other level.

    Reply
  10. Chatingale

    Although there are platforms readily available nowadays. The challenge to offer something that most companies do no offer will always be there.

    Reply
  11. Thanks for the information. It’s amazing how marketing has evolved over time. Technology has evolved and people no longer has to stick to traditional methods.

    Reply
    • Yes but I think that traditional methods are still important, depending on who your market is it could still be very effective.

      Reply
  12. Tom Esthber

    Never knew how hard the digital marketing competition could be. Makes me wonder how hard it is for the people just starting out in these field have it.

    Reply
  13. “And, to be able to develop an effective marketing and advertising strategy, you need to know the tendencies that promise to be “unique” during the next
    months.” What I think that, if you can provide special features to your customers, your customers might be happy to stay and continue to use your services.

    Reply
  14. Very captivating. Its very crucial for everyone who wishes to improve their digital marketing look at these strategies, especially making live videos and sharing them on various platforms including their own website.

    Reply
  15. Thanks for the awesome post, very informative. I have never heard of fleeting content but I love the idea behind it really interesting.

    Reply
  16. roberachi

    Marketing has come a long way since the past. Nowadays as you have illustrated it’s much easier for marketers to market their products as you have illustrated.

    Reply
  17. I totally agree. Innovations is always the key. Always reinvent, improve, and develop. Stay ahead in this fast-paced world.

    Reply
  18. I don’t buy Live video advertisements. They take a lot of time. I believe that people nowadays wants faster yet better.

    Reply
  19. When planning your marketing, really, really make sure that it’s available in different platforms like on PC, tablet, smartphone and even on smart TV.

    Reply
  20. I find this post helpful with regards to how to create more creative digital marketing and advertising campaigns. Entrepreneurs should pay heed on the points tackled.

    Reply
  21. Informative post indeed. In this era of live video, it brings a lot of opportunities from all over the world. Live video it, or it didnt happen. Marketers need to be creative with their content as well to capture buyers short span attention.

    Reply
  22. Thank you for sharing your opinions on the digital marketing in the coming year. I agree that live video has become more and more popular, and it looks like many text bloggers have also added this feature on their blog. I guess this is really the area for the marketers to look into. I didn’t know much about fleeting content. Thanks for sharing more about this and it helps me to understand it better.

    Reply
  23. Do you have any video of that? I’d like tto find out more details.

    Reply
    • Aris Jerahian

      We are currently working on a video version of this article with more details. Stay tuned.

      Reply
  24. Who would have thought that people would love fleeting content? Snapchat was a genius, I guess. I think there’s a thrill in things that disappear too quickly.:)

    Reply
  25. Developing for different devices is good. You get to reach a wider audience.

    Reply
  26. Franklin Roth

    I never thought I’d see something like virtual reality entering into the marketing arena. This is far out and just shows how the world we live in has evolved.

    Reply
  27. I see that video continues to evolve! I believe in these days, no matter what other forms of content that you publish, you should always re-purpose it in video format. This is an effective way to increase your results and your audience.

    Reply

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