4 Digital-advertising Trend In 2015
Marketers often consider content to be digital currency. We have seen how it is rapidly changing under the influence of new media and social networks, shaped to be as useful and as fitting to the user as possible. So what are the most noteworthy trends of content marketing in 2015?
BuzzFeed is the platform, which introduced the concept of Native Advertising and the revealed its full potential with the world. This type of advertising is considered as part of the review sites, takes into account the area and does not cause rejection of the audience; it is ‘woven’ into the mainstream content and matches it to the format and content. BuzzFeed itself describes its role in this process of advertising as an ‘aid to other companies in the creation of authentic history’. The method is widely used by savvy marketing businesses, such as Gravitate or HTP Digital, a prosperous UK-based b2b digital marketing company, famous for its savvy content approaches.
Smart branded content based on programmatic advertising
According to a 2015 Digital Media Predictions report, an equal to storytelling power is Programmatic Advertising, which represents a combination of content, targeting and data.
Programmatic advertising is all about processing user information such as gender, age, location, weather, time of day and generating a laser-precise advertising message. Thus, branded content becomes a chameleon that changes its appearance depending on who is looking at it. Control information such as dynamic advertising allows to tell the fascinating story of the brand and stay highly personalised. It is a strategy that sets a strong link between data and content, minimising marketing costs and increasing relevance.
Multichannel advertising: brand message with all holes
The ability to place advertising messages on multiple screens has become increasingly important for marketing success. According to research firm eMarketer, the number of mobile buyers has increased by 23 million in the period between 2013 and 2014. Users tend to use their devices to simplify their lives, and brands take the opportunity to create a new customer experience that meets the expectations of the audience.
Some advertisers have already started developing multi-channel campaigns that catch users’ attention on the tablet – a nutty post on Facebook, a comprehensive laptop video, following an HTML5-banner for smartphones with a call to action. As well as the acts of a play, these parts work together to create a single story.
The power of emotion is a perfect additions to those recipes above. Today, many successful brands press for increasing Brand Affinity (the closeness of the brand) in their advertising efforts, rather than focus on the traditional Brand Loyalty growth. Loyalty is not the strongest human habit and a weak point your competitors can make use of, for example, by providing a cheaper pricing model. Brand Affinity is all about emotions! They do not give people the opportunity to give up your brand, because feelings are stronger motivators, oftentimes having a long-term effect.