Marketing strategies to consider for 2017

Marketing strategies to consider for 2017

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,...
Digital and mobile are driving OOH growth this year!

Digital and mobile are driving OOH growth this year!

It seems that the out of home (OOH) sector has a bright future ahead with forecasts in advertising spend predicting increases of around 4.3% in 2016. This is all thanks to the growth in digital and mobile connectivity within the industry. Digital has a huge part to play in brands increasing investment in the sector. Data and technology create an attractive proposition for advertisers considering out of home advertising. The two allow for the facilitation of campaigns that are far more targeted, contextual and engaging – ultimately leading the consumer towards a more memorable encounter with marketing messages. British Airways #Lookup campaign is a perfect example of clever data use to deliver a highly engaging and memorable outdoor campaign reacting in the ‘moment’. These clever campaigns are also measurable and more efficient, allowing advertisers (like British Airways) to optimise their creative and messaging in real time for the best results. Consumers also benefit from these more positive experiences with advertising, faced with more relevant, contextual and engaging content when on the move. As much as digital, mobile is further enhancing out of home mediums. Media owners have been trialling and experimenting with the innovative possibilities mobile connectivity provides. London has already introduced a ‘beacon’ network across their buses, using connected technology to send targeted in-app messages to the smartphones of London Commuters. Commuting and travelling has proven to be a time when people are receptive to receiving messages especially when combined with other advertising – a commute provides the time and opportunity for consumers to interact and respond to messages delivered to them. Seeking new and innovative ways to connect with...
UK ad spend rises to nearly £20bn, with mobile marketing on the increase!

UK ad spend rises to nearly £20bn, with mobile marketing on the increase!

UK ad spend rises to nearly £20bn a year, around £1bn of which is now spent on mobile advertising… According to the latest expenditure report undertaken by WARC and the Advertising Association, figures for advertising spend in the UK have risen steadily to nearly £20bn a year. Such figures coincide with predictions for further increases in advertising budgets, as the combined impact of recession and rise of the internet has forced brands to consider promoting on a longer list of media platforms. Perhaps most significant in platform development is the growth of mobile advertising. The overall budgets for online advertising are expected to rise as figures are now formulated to include heavier spend on mobile advertising. It has been suggested that of the £6.3bn spent on internet advertising, £1bn is now invested in mobile. Ofcom have delivered some unsurprising statistics that suggest tablet and smartphone devices are beginning to shape the ways in which we work and play. A massive 88% of 16-24 year olds in the UK now own a smartphone, and 44% of UK households now also own a tablet; trends possibly explained by the portability and ease with which individuals can access the internet via these devices. Expense on mobile advertising and other modern formats such as television on demand are where the rising budgets are being spent, particularly since the so-called ‘millennium generation’ are said to be shaping future communication habits. In conjunction with this, print advertising expenses have continued to decline; with expectations for a 7.3% overall dip in spending in 2014 according to figures produced by the WARC. The new anticipated release of...