The world is changing a mile a minute. In this ever-changing marketing world, the more you can plan ahead, the better equipped you feel to manage those changes when they happen.
Here are some thoughts presented by DIGICOM Consultancy, an all-rounded Digital Marketing Agency, about what you need to keep an eye out for in 2019:
- The rise of vertical video ad format – Capture the moment
Vertical videos formats in video advertising are getting more and more popular. This trend is pioneered by Snapchat as the vast majority of video content captured on smartphones is shot vertically. In line with this trend and following Snapchat, we have seen Instagram Stories, facebook and youtube all move to embrace vertical content formats.
2. Audio Ad Formats – New Kid on the block
This is an exciting addition to digital advertising that was only enabled quite recently in programmatic platforms. Brand marketers can now leverage on the power of audio messaging to connect with audience; and reach the objectives of brand recall, brand interest and sales ROI. Google’s DV360 is one of the programmatic platforms that move to embrace this new ad format. DV30 provides the audio ad units in 15s or 30s non-skippable ad format with click URL and companion display.
3. Programmatic Media Buy – Dominator of the display advertising
Programmatic media buy in its broad sense is any advertising format which involves the use of automation software and machine learning technology. And Programmatic buy in its narrow sense is the advertising format using automation software and machine learning in display and video advertising on Demand Side Platform (DSPs)
Marketer predicts that more than $46 billion will go to programmatic advertising in the US this year. By 2020, 86.2% of all digital display ads will be bought via automated channels.
4. Mobile Marketing – no more a separate mobile strategy for Digital Marketing
Having said that, we do not mean to say mobile is not important. It is the reversal that today mobile traffic has now surpassed that of desktop leading to distinction between devices getting less and less significant.
5. Digital Marketing – no more a standalone subject in a Brand’s overall Marketing Strategy
Stepping into 2019, this is a global trend of media usage habit shifting from offline to online channel together with the emergence of connected TV. The boundary between digital marketing and traditional marketing will become more blur. And we shall see digital marketing function will not be a separate discipline from the overall marketing functions. Marketers’ role are to ensure the seamless integration between online marketing and offline marketing.
6. Artificial Intelligence (AI) – Future Digital Marketing Trend
Artificial intelligence marketing is the future trend in Digital Marketing. It is a form of marketing leveraging artificial intelligence concept and model such as machine learning and software algorithm based on big data instead of human learning and reasoning across all touch points in the consumer journey to achieve marketing goals. The derived benefit is the prediction of marketing demand and trend and consumer behaviour as well as marketing automation.
Visit our www.digital-communication.com.hk or contact us for a free consultancy session on Digital Marketing.
Karie Chan, Chief Consultant of DIGICOM Consultancy .