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With the ever-changing digital landscape, advertising trends are changing too. Newer trends, re-imagined past, and revised advertising strategies continue to shape our brand promotion in the digital space. Just a few months back, Snapchat rolled out self-serve access to a broad range of its ad products, and Facebook, Twitter, and Pinterest are following up close with more interactive and engaging paid content that better reflects the ways in which people use their platforms. Come; let us find out some of the top digital advertising trends for 2020.
Customer-centric marketing: The customer is the king, we all know. But bow, the positioning has changed. Personalizing marketing is already in use, but it is the customized message which is creating a more powerful impact. AI and machine learning have helped marketers to make use of actionable metrics for direct conversion of data into sales figures.
They are relying more on online behavior, buying habits, and browsing patterns of customers than on demographic reports, unlike in earlier days.
Major retailers like Amazon are leveraging rising AI-based solutions that blend data from various sources such as historical transaction data, competitive info, and social media feeds to get a rare view into the purchaser’s persona. It is thus, creating private label merchandise and placing them for an immediate duel with other sellers and specialty retailers.
The rise of Influencer Marketing: The best part about Influencer Marketing is that it is trusted by audiences who in turn influence others. The paid promotion that leverage influencers’ works best when the content shared is genuine. Of course, the influencer must be true to their style and messaging, and the brand has to deliver upon its promises.
Augmented Reality for more powerful ads: The next wave of AR ads will allow users to actually try out that dining table you have been planning to buy for your own home or let you try the long jacket that you have been yearning to buy, without leaving the comfort of your home. With the roll-out of the Apple AR kit and Google Lens, more of such apps are on the way. You will also see the applications in engaging ads as well.
More customer engagement through Native advertising: Native advertising or paid media publicity is great for promoting a brand while blending in with the platform. It works best for developing authenticity and engagement with prospective customers far better than conventional digital ads. However, Native Advertising is changing of late. Last year the Federal Trade Commission proceeded with warnings to almost 90 brands and social media influencers, including social media stars like Kim Kardashian, on the ground that they failed to reveal that the brands and products they promote are paid content. As a reaction, Instagram changed the positioning of sponsored content.
Increased use of Voice Search Marketing: According to research conducted recently by 2019, 67 million of voice devices will be homes and offices across the United States alone. While most consumers are using this technology for shopping and listening to the latest music, a paradigm shift is on the cards.
Brands are making use of voice search marketing as a potential tool for ordering easier, and by formulating campaigns using past purchase information, shoppers can buy a product simply by using their voice. Buyers are slowly getting used to this new way of ordering a product verbally by size and name, instead of visual search from a logo and packaging, leading to increased use of “wake words” and jingles.
You must have noticed by now that these trends are somewhat related since all of them focus on translating data on behavior and interests to create ads that respond to consumers’ actions with more nuance, accuracy, and relevancy than ever before.
The better the customer experience, the better the ads will perform for brands. Once you are clear about what your audience wants, you can plan your content to reflect the capabilities and interests of our audience. Want to share some thoughts? Comment below.
