The evolving and transformative trends in technology are profoundly influencing the world of digital advertising. The advertising industry must adapt to these changes to stay competitive. Below, we’ve outlined key developments that we will need to embrace in the next five years.
1. The Rising Power of Influencers
It’s impossible to discuss trends in digital media marketing without acknowledging the necessity and rising influence of social media influencers.
One reason for the popularity of this organic sales technique is that while the advertising may not immediately lead to large-scale sales, it creates excitement by sharing a brand’s story. This, in turn, draws buyers and potential customers to the brand. However, as sales efforts via influencers increase, consumers become more discerning, which risks breaking the spell of their natural appeal. Despite this, the power of influencers is expected to grow in the coming years.
2. Diversifying Reach
Leaving an impression on as many diverse consumers as possible is a new trend to secure a foothold in the world of social media and digital advertising.
However, it’s critical to ensure your brand voice remains clear and consistent. Wherever customers or potential buyers encounter your ads, they should immediately recognize your brand through its distinctive tone and style. Diversifying reach doesn’t mean diluting your brand identity to cater to different consumer groups.
3. Keeping Pace with Evolving Technology
Advancements in technology are changing how consumers engage with content, with mobile usage rapidly increasing across all age groups.
Developments in TV and OTT (over-the-top) platforms are enabling consumers to interact with advertisements through their televisions and phones. This is also leading to an increase in product placement within video streaming. Brands need to prepare for these technological advancements, some of which are expected to be mainstream by 2022.
In 2019, marketers globally allocated more than 50% of their digital budgets to digital video advertising. As artificial intelligence continues to develop, personalized digital video ads are projected to peak by 2022, enabling brands to create ads tailored to individual users.
4. Shoppable Posts
In the past, introducing a product to followers often required directing them to a link in a bio or using captions to lead them to your website.
Today, extra steps are no longer necessary. Posts themselves can be clicked on for more information, and pricing can be displayed directly within the post. While there are still some technological limitations, this approach is expected to become even more seamless in the 2020s.
5. Voice Search Advertising
With the rise of smart speakers such as Alexa and Google Home, voice search is becoming increasingly prevalent. Brands will be able to target users with tailored advertisements based on keywords extracted from their voice search queries.
By understanding and adapting to these trends, brands can stay ahead in the ever-evolving landscape of digital advertising.