Digital advertising trends – let’s have a look into the future
Digital advertising never stands still. It’s continuously evolving and marketers must be quick on their feet to adopt the latest trends and use them to their advantage. In a nutshell predicting what ‘could be’ can help prepare marketing strategies for the coming year. Let’s take a look.
Augmented Reality, it’s really coming… this time
We know AR has been trying to happen for a while, it’s been in the making for a good few years but it just wasn’t quite there. What has changed though is that the platforms for AR have been developed significantly and mobile technology is now looking pretty good too.
Brands are starting to use AR to become part of the user’s environment, unlike VR that shuts out the physical world. A great example of this is IKEA, they use AR really well to improve customer experience. Using their app customers are able to vision how a piece of IKEA furniture will look in their living room before they have even purchased it.
Another great AR campaign earlier this year was when Shazam and Glenlivet partnered. They launched The Glenlivet Code, a limited-edition single malt whisky that has an annual release of “mysterious” bottles.
Each bottle of the $120 single malt came with a Shazam code that unlocked an interactive AR experience. They are then greeted by a hologram of The Glenlivet’s master distiller and asked to decode the taste of the liquid. Once completed participants can post their given score on social media to compete with others on their ranking
Advertisers are starting to see the vast marketing opportunities of AR with the integration of digital data into real-time experience. These are just two fantastic examples and surely the start of a greater avalanche of AR campaigns to come.
Influencer marketing, let’s get authentic
Back in 2005 influencer marketing started to gain traction when marketing teams realised the potential of engaging with bloggers. Earlier this year 84% of marketers told eMarketer they would launch an influencer marketing campaign in the next 12 months but authenticity from the prospective of the audience is really key. If done right influencer marketing can be a powerful and effective way to engage your audience and build trust for your brand.
Brands that are built into the real-life of an influencer create a much more believable experience for the audience and are likely to create a greater impact. In the past when brands have misused influencer marketing it can become ineffective, possibly doing more damage than good.
One of the most successful brands to adopt an approach to using influencer marketing is Daniel Wellington, the Swedish watch company. Their Instagram feed is beautiful and the branding is carried across all their other marketing activities. Although they do have some celebrity advocates most of their marketing is just pictures of people living their lives wearing a Daniel Wellington watch. In 2017 the brand saw a 31% increase in social media followers and their influencer marketing gaining them a $62,848,420 earned media value.
Brands using topical issues in their advertising
Research suggests that consumers respond better to brands that display corporate responsibility, with 73% of people believing that companies should do more than just offer a product or service. With that in mind, ads will continue to be a voice of society with ads on topical issues for the audience. Issues that are important the audience right now often gain greater engagement too. Clear Channel’s research on piggyback marketing showed 53% of shoppers were more likely to consider brands that use topical ads.
The yoghurt brand Yoplait decided to tap into a common mum debate with their ‘Mom On’ campaign addressing common criticisms that they face. While the ad doesn’t concentrate on a current event they are bold on their feelings for this issue, with the clear potential to offend those who might not agree. According to analysis from Google, the ads resulted in a 1,461% increase in brand interest – not bad going.
The aftershock of GDPR
General Data Protection Regulation has impacted greatly on the way digital advertisers and brands can promote their business though digital. With the ‘right to be forgotten’ now also including IP addresses, and subsequently impacting on digital advertising activities, it could be a rocky road ahead. It’s still early days though and we are only a month in so only time can tell the impact it will have on our advertising approaches.
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