The first weeks of January are usually regarded as being one of the grimmer parts of the year. The yuletide festivities are over and done with, the skies are grey, the days are short and the bills for most of the Christmas excess are only just beginning to roll in. Add to all of this the fact that you have to cope with people endlessly asking what your New Year’s resolutions are and it’s not difficult to understand why many people wish we followed the example of large parts of nature and just spent a few months in bed.
If you run a business, however, hibernating isn’t really an option, so it’s probably best to look January square in the eye and take it on in the best way possible – by looking forward. January may not be much fun in its own right, but it does represent the start of a whole new year full of possibilities, opportunities and challenges. Here are just a few of the marketing and advertising directions in which businesses are adapting to see dominating 2017:
Conversations with Machines – 2017 could be the year in which voice recognition technology becomes a truly mainstream phenomenon. To a degree this is already happening, with the emergence of Amazon’s Echo device, but we’re still at the stage at which the technology is the province of early adopters and the most tech-savvy sectors of the market place. The fact that we’re still being treated to media coverage detailing not always easy to believe accounts of people ‘accidentally’ spending huge amounts of money via Echo (or discovering their children have done so) – something which is actually difficult if not impossible to do – is indicative of the fairly nascent nature of the technology. As it becomes more widespread, however, it will be imperative to adjust marketing content to make allowances for the fact that many initial enquiries in the future will be spoken out loud rather than typed into a search engine.
Interaction – the issue of voice recognition naturally leads onto a consideration of interaction with your customers. Social media has already made it possible to create a two way ‘conversation’ with your customers, but even the most well managed Twitter or Facebook account is going to involve a degree of delay between enquiries being made and answered. Voice recognition technology, on the other hand, will make it possible, for this ‘conversation’ to mimic real world interactions. Consumers will come to expect real time interaction of this kind, whether it’s via voice, live streaming or location based content.
Omni-channel – omni-channel has been a marketing buzzword for some time now, and 2017 could mark the year in which it becomes a genuine phenomenon. In simple terms, it means linking the separate channels via which your customers and prospective customers interact with you, offering a seamless experience both on and off-line. Put basically, the person behind the till in the store will be able to access the online order you made earlier that week, whilst search results accessed on a smart phone will be ready and waiting when you log on via your lap top or tablet.
Here at Positive Results Marketing, we design and develop digital and traditional advertising services for customers of all sizes, specializing in creating stylish, modern websites, digital marketing and traditional advertising. Call us today, and grow your business to its full potential.
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Ad Blocking software is become increasingly popular, especially in the UK. Consumers have so much control over what content they see, so they are becoming frustrated with the state of banner and especially video advertising. Most users spend their time on the internet watching YouTube and other video sharing platforms. The Ads on videos are becoming longer by the day, leaving users upset. Enter Ad Block software.
Many UK Digital Media Users Use Ad Block Software
In the recent “Future of Advertising” survey, conducted in the UK, the results found more than half of UK consumers are likely or very likely to use ad blocking software. Respondents say they feel there are too many ads, they aren’t relevant to them, or even some saying the ads were “creepy.” 95% of users also said they would consider using Ad Block software in the future. Looking at the results of this survey, it is clear that there is more pressure on Advertisers than ever to engage their target audience online.
This is more important in the UK online advertising world than probably anywhere else in the world right now. 30% of respondents said they are likely and 23% are very likely to use ad blocking software in the future. This is slightly higher than the global average of 21% who are very likely and 30% who are likely. In the UK, 95% of those surveyed said they would consider using ad blocking software in the future. The only country that came in higher was Sweden at 96%. This isn’t the only similarity between UK and Swedish users, though, as 69% of UK users and 71% of Swedish users said they would be put off by a brand after being forced to watch a pre-roll ad for a company before an online video. The global average is 62%. Similarly, both UK and Swedish users were most likely at 85% to put a video ad on mute. But, the most telling statistic is that 74% of UK consumers said they would like more control over video ads, while the global average is only 62%.
To help advertisers deal with the rise in ad blocking software, advertisers must use targeting and distribution strategies to cut through the clutter and deliver ads that beat the ad blockers and earn consumer attention. With all the tools at our disposal in this new digital media age, we as advertisers must use discretion with our advertising dollars. There is so much video content being pumped into users social media feeds, it’s no wonder why they feel overwhelmed.