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, 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.
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 consumers is becoming easier for traditional mediums thanks to the developments that digital and mobile provide. Out of home is enhancing its offering to brands who aspire to create meaningful and mutually beneficial relationships with their consumers.
Out of home is one of the best ways to engage hard to reach audiences. We recently ran an out of home campaign for client Swansea Bay who utilised the power of digital and connectivity for streamlining messages to promote 4 different destinations on specific days, at specific times in front of the right people. Clever planning and use of digital flexibility allowed the client to capitalise on the optimal days and times for destination advertising. The client also encouraged social engagement through their creative promoting #SwanseaBayMoments as a point of social conversation.
Need more convincing? Watch this.
Contact The Media Angel for more insight on turning ordinary journeys into memorable experiences. You can reach the team on 02921 320 200 or by email at [email protected].
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 the Apple iPhone 6 devices, with bigger screen space will mean larger ad space for mobile advertisers.