As anyone who followed the UK Brexit referendum, the US Presidential election or even, to a lesser degree, the progress of Ed Balls to the later stages of ‘Strictly Come Dancing’ will confirm, making predictions can be a tricky business. This is particularly true where technology is concerned. After all, how many people, hand on heart, can say that they put a bet on one of the biggest phenomena of 2016 involving crowds of people walking the streets whilst simultaneously playing a video game involving cute Japanese creatures (that’s Pokémon Go to anyone who’s spent most of the year hiding in a cave)?Nevertheless, it is part of our remit as a leading advertising agency to stay on top of the trends which might be emerging during the next twelve months. Only by ensuring that we know what is coming down the line will we be able to offer our clients a fully rounded service, and that includes spotting the trends which don’t take off, as much as those that do. After all, the most well established digital platforms were once innovative start-ups, and tools such as email marketing, Google adwords and custom mobile apps might once have been regarded as gimmicks, are now pretty much taken for granted.
Bearing that in mind, we offer a few brief predictions for digital marketing trends which might emerge during 2017. We can’t guarantee that they’ll all come to fruition, but we do promise that we’ll keep a careful watch out for them either way, and will offer those that do emerge as part of the package which our clients can access.
Augmented and Virtual Reality
We’ve already mentioned Pokemon Go but, as well as being lots of fun and getting hard core gamers up and out into the fresh air for a while, it also underlined the possibilities offered by augmented and virtual reality. How about an app which enables customers to see the furniture they’re wearing in place in an image of their home, or a headset which lets you take a ‘walk’ round a holiday spot you’re thinking of booking? The limits are literally as wide as you can imagine.
Live Video Streaming
Turn your branding and advertising into an event by streaming content live. Video streaming is becoming more and more of a feature of social media, thanks to a combination of broadband availability and more advanced smart devices. When the first Presidential Debate of last year was streamed live across multiple platforms all over the world, the form genuinely entered the mainstream.
The sheer weight of content pumped out across all digital channels will mean that much of what is produced is lost in the ‘background noise’. Brands and businesses will be able to combat this, and make sure that their content cuts through, by making increasing use of big data to finely hone the personal nature of their content.
Mobile has already overtaken desktop as most people’s online access point of choice, and this process is only going to accelerate. Combine this with search engine algorithms which concentrate on websites optimised for mobile access, and you have a situation in which being fully responsive to mobile search is a necessity, rather than an option.
As wearable devices and the internet of things become mainstream, so advertisers will increasingly become able to target content to both the individuals previous history and their current location. This means that marketing content which is useful in real time will become every bit as important as content which simply sells.
As one of London’s leading marketing and advertising agencies, we pride ourselves in our forward thinking and staying up-to-date with the most recent trends. If you are looking to take your business to the next level, contact us at PRM London or contact your local UK advertising agency for a consultation and review to improve your business’ marketing strategies.
As a top advertising agency we pride ourselves on remaining completely up-to-date with the latest developments in marketing. Over recent years, this has meant fully realising the opportunities presented by the most up-to-date digital platforms. From something which now almost seems traditional, like email marketing, through to getting Google certified with adwords and utilising the latest cutting edge custom mobile app, we offer our clients the full range of tools via which to get their message across to the people who matter – the customers.
A large part of offering the best possible service involves remaining fully aware of the latest developments, and in terms of digital interaction that currently means advising our clients that there approach to marketing now has to embrace an omni channel perspective.
Until now, many companies, whether working with a marketing agency or not, have adopted a multi-channel approach to their marketing efforts. In simple terms, this means interacting with consumers and potential consumers via a number of different platforms, ranging from a website to a bricks and mortar retail location and taking in aspects such as emails, flyers, posters and even packaging. The days when on online presence could be regarded as an optional extra or even a luxury have long since passed, but the latest trend, driven by consumer demand above all else, is for all of these channels to work together seamlessly.
The modern consumer is used to being able to access digital content on a more or less constant basis, and via numerous different devices. Until now, the emphasis of the average marketing agency has been placed upon ensuring that the messages in question are equally accessible via devices such as smart-phones and tablets as well as the more traditional lap top or desk top PC. An omni-channel approach takes this one stage further, recognising that the modern consumer demands a unified service no matter how they opt to interact with a business, and providing this across all media.
This would mean, for example, that a consumer who begins searching a website on their smartphone whilst commuting to or from work would then be able to access the same site on their tablet at home that evening, and find that their details and the details of their earlier search had been transferred across the devices. The same will also be true if they then decide to make an online purchase on their laptop, or even if they visit the bricks and mortar store. In this last example, the shop assistant in the store will be equipped with a device such as tablet enabling them to access the consumers’ online profile.
Whilst only a handful of businesses – such as large corporations like Disney – have actually travelled very far in the direction of an omni-channel offering, the modern, digitally engaged consumer will soon begin to take the customer service levels involved for granted. This will mean companies accepting the fact that all parts of their organisation, including on and offline divisions, marketing and customer service, will have to work together and share information and resources to deliver the experience the modern consumer demands.