Marketing continues to transform drastically into a completely different landscape compared to what was encountered a decade ago. Today’s fast-moving and switched on consumers are becoming increasingly difficult to engage, and it takes the best and most skilled digital & social media marketers to know the importance of agility when it comes to marketing success For any marketer facing today’s digital landscape, it’s going to be well worth knowing the following:
1. Companies’ Advertising Budgets For Online Advertising Are Rocketing
2017 is going to mark the very first time in history that spending on digital advertising is going to surpass TV advertising spend. It has been predicted that TV ad spending will total $72.01 billion, whereas digital ad spending is likely to climb to around $77.37 billion.
2. Mobiles Are Dominating The Digital Landscape
Google officially announced that more searches take place now on mobile devices than on computer in 10 countries, including the Unites States and Japan.
3. Video Content Resonates With Consumers & Undoubtedly Engages
A survey has found that 4 times as many consumers prefer to engage with video content about a product rather than read text. As marketers are clocking on to this information, it is thought that programmatic video is going to increase by around 50% of spend on banner display and video by 2019.
4. Programmatic Is All Around You
The use of programmatic advertising isn’t just applicable to video content. Programmatic digital display ad spending in the U.S. has increased by 39.7% in 2016 which represents 67% of total expenditure on digital advertising. It is thought that this due to the increasingly sophisticated methods with which programmatic technology is being used, in addition to its ability to bring incorporate rich audience data with ad inventories and targeting.
5. Cross-Device Marketing Is Effective
Brands that do not market across different devices are unlikely to be able to compete with their competitors. An average customer is now connected through 5 addressable devices, but 69% of marketers think that the organisation challenges around data make it difficult to create seamlessness across devices.
6. Wearable Technology Is All The Rage
Wearable, connected technology such as smart watches and fitness trackers have seen a user adoption rate of approximately 28% so far in 2016. These devices will create an entirely new set of data outlining consumer behaviours that digital marketers will be able to tap into.
7. Sales Are Driven By Location Based Technology
Location based technology is another valuable source of data available to marketers which allows you to deliver personalised messages to customers at the right time and when they are in-store. Based on what has already been recorded, it is thought that the value of in-store retail sales influenced by personalised ads in the U.S in 2015 and 2016 will total to $4.1 billion.
8. Impersonalised Marketing Is Not An Option
Personalised marketing is most highly demanded among millennials, with marketers aspiring to deliver. Data has showed that 70% of 18-24 year olds in the UK stated that brands which do not personalise their marketing will lose them as a customer. Moreover, a high volume of marketers has reported that personalisation is their key data-driven goal.
9. Seamless Experience Is Everything
In a world where cross device marketing and personalisation is paramount, alongside the abundant data sources that are now available at the touch of a button, consumers will choose the brand that offers them the most seamless and stress free experience. Almost half of consumers believe that the most effective thing retails can do is to improve a customer’s shopping experience by improving the integration of in-store, online and mobile shopping channels.
10. People-Based Advertising Leads The Way
People-based advertising meets the needs of data-driven digital marketers and the demands of modern consumers by targeting ads to customers using a brand’s own first-party customer data. According to a study conducted by Signal in partnership with Econsultancy, for 1-in-4 marketers in the U.S. and Australia, people-based advertising comprises more than half of their digital ad spend.
