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.
- 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.
- 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.
- CROSS-DEVICE PLATFORMS
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.
- 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.