Trends in Digital Advertising

  1. Nimble : Digital medium is content hungry. It requires snackable content. Digital can be guided by big ideas, but the voluminous content in digital wholly cannot be big-idea-driven. Big idea is replaced by hundreds of small ideas — those micro moments which engage the  audience. Digital agencies must be able to pick up snackable content by being nimble.
  2. Content : Per se, the consumer is not intrested in the brand. He requires engagig content. Some content may not serve the marketing objectives. The content must be targeted to an audience. It should be valuable, relevant and consistent.
  3. Eco-system : Multiple apps clutter a phone. There are integrating apps where one app enables bill payments, cab booking, food ordering and playing games. It is necessary to create a digital eco-system.
  4. Bots Bots are digital assistants. They are for cusomer service as well as for prompting purchases. They do entertain.
  5. AI will make thins better.It will revolutionise e-coomerce, gaming, product design and health care.
  6. Technology will generate ideas. There will be technology-based execution. It will be a new experience.
  7. Chronological Facebook and Instagram changed completely with the advent of algorithm in 2016. It regulated free-flowing content. Businesses were made to pay for the ads. There will be more influencer marketing. Consumers trust less known influencers than celebrities. Micro-influencers will become more important.
  8. Collaboration between social media and e-commerce will increase. Commerce gets to know consumer preferences and experiences. It helps marketers to improve their offerings. Users provide feedback of their experience on social media.
  9. Big data has become a reality. It provides rich insights. Dataanalytics extract these insights. The core of the agency is likely to shift from creativity to data.
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