Trends in Digital Marketing
Time and again the advertising scenario has changed. It is a fact that advertising is a way of communication through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. Commercial ads often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. And on the other side, the ads that intend to create an immediate sale are known as direct-response advertising. Also the non- commercial types that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. The non-profit organizations may use free modes of communication, such as a public service announcement. Advertising may also be used to reassure employees or shareholders that a company is viable or successful.
The Modern advertising was initiated with the techniques which was introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising.
There are 7 Biggest Digital Advertising Trends Taking Place in India.
1. Omni-channel marketing
The word “omni-channel” may be a marketing keyword, but it refers to a significant shift: marketers now need to provide a seamless experience to their customers, regardless of channel or smart device. Customers can now engage with a company in a physical store, on an on-line website or mobile app, through a catalog or through social media marketing.
2. More landing pages
Most companies don't see increase in leads when increasing their total number of landing pages from 1-5 to 6-10. But, companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15. And look how that leads, index number spikes even more when a company has 40 or more landing pages on their website. And here's how it breaks down for B2B and B2C businesses.
3. Google AMP and ALP
There are ad landing pages designed in AMP (accelerated mobile pages), the AMP blog announced. AMP Ad Landing Pages (ALP) is designed to speed up the experience for the user who clicks on AMP ad. It does this by pre-loading the URL of the landing page in the ad and by forcing the landing page to use the AMP HTML protocol.
4. Outstream video
An ‘outstream’ video ad unit, also commonly referred to as ‘in-read’ or ‘native video’, is a new video advertising unit that autoplays in a large format player whenever a user navigates to it within text content (typically an article), even if the publisher doesn’t have their own video content. It’s called outstream because the video ad exists outside of online video content – also known as instream video content — where the ad plays either before (pre-roll), during (mid-roll), or after (post-roll) the publisher’s video content.
A chatbot (also known as a talkbot, chatterbot, Bot, IM bot, interactive agent, or Artificial Conversational Entity) is a computer program or an artificial intelligence which conducts a conversation via auditory or textual methods. Such programs are often designed to convincingly simulate how a human would behave as a conversational partner, thereby passing the Turing test. Chatbots are typically used in dialog systems for various practical purposes including customer service or information acquisition. Some chatterbots use sophisticated natural language processing systems, but many simpler systems scan for keywords within the input, then pull a reply with the most matching keywords, or the most similar wording pattern, from a database.
6. Marketing automation
The marketing automation tool refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple platform online (such as email, social media, websites, etc.) and automate repetitive tasks.
7. Remarketing ads
Google AdWords remarketing is a type of online advertising that supports sites to display targeted ads to users who have already visited their site. Re-marketing, also known as re-targeting, can dramatically increase your ROI and conversion rates. Now the the big question is, What digital advertising trends will you utilize or implement to gain maximum benefits? With the ever growing digital world, the sky is the limit. No matter what you choose or your digital strategy is, following the ongoing trend definitely works to your advantage.
Taking a closer look at the digital ad spend it becomes clear that mobile is the driving force behind the growth in digital ad spend. In 2019, a staggering 70% of digital ad spend will come from mobile, which represents an annual growth of almost 29% between 2015 and 2019 (or +274.6% in total). In contrast, non-mobile ad spend is projected to contract by 5.7% per year in the same period (or -21.6% in total). While the growth in digital ad spend is definitely good for the industry as a whole, the benefits have largely gone to a select few companies. In 2016, 50% of digital ad spend was captured by Google and Facebook.