- On February 4, 2016
- Brand Ambassadors, Content Marketing, Digital Marketing, Evolution, Influencer Marketing, Marketing, Psychology, Research, Storytelling
The importance of digital technology has exponentially increased, over the course of the last fifteen years. It’s 2016, and the marketing world has almost completely transitioned from print to digital. There’s essentially an app for everything you need, and the developed world is profoundly reliant on mobile technologies, among many others.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services, using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
With today’s continuous reliance on social media, companies use various digital platforms as leverage, to market their products and services. Platforms such as Facebook, Instagram, and Twitter have all become essential marketing tools, and household names within popular culture.
The future of digital marketing is complicated, fascinating, and exciting, new tools are being developed and refined everyday, and we foresee a number of major developments in the next few years.
The Rise of Video Content
Stacey Boguslavskaya, CMO of Shopbake highlights the power of video content in the coming years. Boguslavskaya notes, “video is being consumed at a much higher rate, and people are showing greater interest in it.” She also states, “videos have to be concise, direct, stimulating, create a narrative for your brand, and ideally, do all of this in less than 20 seconds.”
Apps like Vine and Snapchat have emerged as big marketing platforms that are solely video content based. To think there’s multi-million dollar applications with a single video content feature of only a mere 6-10 seconds is amazing.
Furthermore, it is important to take into account people’s attention spans. Medical Daily states that human attention spans have shortened to 8 seconds, due to digital technology. Therefore, companies have to be strategic in finding ways of communicating their product or service’s value proposition in a matter of seconds.
Branded Dreams – The Future Of Advertising by STUDIO SMACK is a strong example of engaging video content.
Authentic Brand Ambassadors
According to Boguslavskaya, companies also have to be mindful of the individuals they choose to represent them. In other words, being strategically selective with their brand ambassadors and influencers. The current digital marketing landscape includes millions of sponsored advertisements from bloggers and celebrities who are documented with products across social media platforms like YouTube, Instagram, Facebook, and Vine.
Boguslavskaya advises companies to be weary of the authenticity of certain influencer relationships, as inauthentic endorsements can easily be identified.
Through a study on influencer marketing entitled Rise of Influencers, 60% of fashion influencers surveyed believed that “relevance of brand in relation to own area of expertise” is what influencers mostly look for when partnering with marketers.
This suggests that, despite monetary reward being a strong motivator, not every influencer can be simply be bought for a large fee.
In the coming years, there will undoubtedly be an increase in the emphasis of authenticity within the context of influencer marketing.
The Potential of Virtual Reality
The marketing potential that virtual reality presents cannot be underestimated.
As stated by Martin Talks of Econsultancy, “for brands that are proud of the way their product is produced, VR can provide a way of creatively showing a production process. Through live streaming content from a match or performance, people anywhere in the world could have access to what it feels like to be at the event even if they are thousands of miles away. VR also offers brands the opportunity to extend a brand’s range of products by creating their own VR experiences or products or branding existing products to make them their own.”
The possibilities are seemingly endless, and as virtual reality improves, it will be challenging to make clear distinctions between VR and reality.
The Importance of User Friendly Content
Creating simple and compelling content that is user friendly cannot be overemphasized, and there will be smaller margins for error in regards to UX, over the course of the next few years. Mobile devices such as smartphones, tablets and wearables continue to rise in popularity. The average consumer wants portable content that can be easily and intuitively accessed. As such, smartphones have immensely surpassed laptops and desktop computers, in terms of daily usage. As the trend in mobility ensues, digital content needs to be simplified. Apps and websites that are aesthetically pleasing and easy to navigate have a higher chance of succeeding, in terms of engagement and increasing the visibility and sales of products and services.
Moreover, content that is user friendly is advantageous when one’s company interacts with baby boomers, many of whom have yet to fully adjust to digital norms. Additionally, users prefer content that is specialized to fit their wants and needs, which means companies should offer interactive platforms in order to better serve their consumers.
Competition is also on the rise between companies that offer similar services. How do you know which one is better? Companies have to start offering something extra (within the context of user experience) that will make their service or product stand out.
Digital marketing will continue to grow in importance, it is an area that is constantly adjusting to technological, social, economic, and political changes in the developed world, and companies have to be mindful of when it is necessary to adjust their marketing strategies accordingly.