Personalized & segmented content
Looking at your existing clients and potential clients as one and lumping them together in one advertising strategy will soon to be ill advised… brands are beginning to realise that breaking their audience down into segments and targeting as such will reap better rewards by delivering content that will resonate better. Research and use of data will aid this segmentation and ultimately find the content that each audience will find most engaging.
Targeted messaging can be achieved through different email lists, in-app messaging, different content for different social networks i.e. Facebook, LinkedIn.
Traditional advertising mediums can utilize different messages aimed to separate audiences, changing the copy and content to engage the correct audience.
Increasing multimedia content
Content has become increasingly visual over the years. The power of video has been evident on Facebook in the last two years, with 500 million people now watching a Facebook video every day.
Pokemon Go showed us the possibilities with augmented reality. Several virtual reality sets have gone on sale this year. Facebook has rolled out 360-degree photo publishing and more recently Facebook Live. Brands will be early adopters and experiment with these new forms of getting their message heard.
The rise of paid promotion and the decline of organic reach
The change over from Facebook and Instagram publishing chronologically to algorithm based feeds means that they control more of what you see…this has led to brands being seen less organically from 15% to 2 %, and forcing them to start investing. Ultimately 2017 is likely to see social media advertising options increase and the advertising spend with it.
Mobile first, second and third
Mobile traffic now outstrips desktop.
Google has introduced Accelerated Mobile Pages, a light version of a web page that will load ultra-fast on mobile.
Brands will need to continue to put mobile first and think about the handheld experience when creating content and advertising.
The changing face of influencers
Brands are starting to realize that their budgets might be better spent recruiting 20 micro-influencers who have a genuine relevance to the brand, rather than using one mega-influencer. These individuals allow brands to get in front of a relevant audience that is likely to be more engaged. As a bonus, the influence comes across as more authentic.
Influencer marketing will continue to mature, as the struggles with reaching people organically, and the rise of adblockers means brands will need to use influencers as part of their distribution strategy.
If you need help ensuring your marketing budget is invested into the right media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320200.