As for teaser ads, its popularity will depend on continents and countries. For example, Europeans and Americans have been trained for the so-called “banner blindness” long ago. In contrast, Internet users in Third World countries are loyal to this tool. It works there. Therefore, companies operating in the advertising industry and targeting the markets in Asia and Africa, should not prematurely exclude this tool.
And well-liked contextual advertising also does not stand aside for actual changes. It will become a must-have not only for businesses that operate online. Even for offline companies, it will open up additional potential opportunities.
In general, the digital industry is the fastest growing segment in digital marketing trends. This is precisely the reason for the high dynamism of changes and inconsistency of trends, as well as their uneven relevance in different countries. By the way, the digital industry includes social networks, video formats, and banners.
Current trends for 2019
It's time to move on to the specifics from generalizations, numbers, and predictions. And it will be such in the coming year:
Bet on opinion leaders on Facebook
Popular bloggers who are unofficial opinion leaders on the social network Facebook, are favored by the administration. At the same time, their services are popular and effective. Advertising through opinion leaders in social networks is a justified decision for reputable companies that are really responsible for their product. Famous people value their reputation. They tend to cooperate only with those brands that offer real quality. Here works a simple but very effective logic. Such people do not risk their reputation. They have no reason to. Consequently, the product recommendation on their part looks authoritative and convincing. This is what companies need for their image.
User generated content
Here works the same principle as in the first case. However, the emphasis is on a wider audience. The interest of the company is not the expert opinion of one or another leader, but the lively responses of many clients. The principle is simple - people trust more to other people who are the same clients, and not representatives of the company. This is logical because an employee of the enterprise looks like an interested person in the eyes of the audience. However, this is true. And another buyer will not share good impressions if you spent money in vain.
Although user content cannot be attributed to traditional advertising tools, it has a significant indirect effect on the growth of loyalty of the target audience. The company's goal is to encourage more customers to produce positive content related to the brand. For example, this can be done with competitions and quizzes.
We have a good case. Marcus Sheridan was selling pools, and his company had difficulty finding customers. Then he began to run his own blog and give an expert assessment to users. In a short time, Marcus managed to increase sales several times.
Great emphasis on video content
As practice has shown over the past few years, videos are often more interesting to users than texts. The main thing is that the video should not be too long. Companies that will focus on brightness, conciseness and content in their promotional videos will get a boost. The administrations of well-known social networks, understanding this trend, are doing everything to create even better conditions for video playback in the near future. Given this fact, it is possible to talk with certain confidence about the stability of the trend associated with the popularity of video content.
The trend is not new. However, the uniqueness of this type of advertising makes this tool in demand not only from the companies themselves. Clients find useful information in their native messages. That is why they are created.
In fact, the vast majority of industry experts will come together in an obvious opinion - the best and most effective is that advertising that is not perceived as advertising. What does this mean in practice?
In a native advertising of cooking show can be used advice from the chef of the program associated with the preparation of a dish. Associate Attorney working in a law firm can act as an expert, giving a few valuable tips on a popular topic. For example, how to protect yourself from speculations by buying an accommodation, how to defend your consumer rights, how to properly formalize a lawsuit. At the same time, legal assistance is offered in unobtrusive format loyal prices.
Providing a certain array of valuable information for free is not an excessive generosity, but an important strategic step based on an understanding of the principles of modern business. In order to get something (in this case, profit), you must first give something (useful information, expert knowledge, practical advice). Such a noble step is an important contribution to the beginning of the company's long-term and trusting relations with each client. And you can do it with native advertising.
Of course, it is not possible to make advertising content marketing completely personalized. According to this principle, for each client would have to create your ad, which is unreal. However, polishing algorithms to increase the relevance of ads is not so difficult for administrations of social networks. For example, Facebook is now actively engaged in this issue. This opens up new horizons for the activities of targeters.