At the start of every year marketing professionals try to predict what’s to come. What trends will shape the industry? What technologies will people embrace? And most importantly how can I leverage these trends to connect consumers with my brand? Interestingly enough, regardless of what’s hot and what's new, tried and true marketing principles are at the core of the best strategies. Timely, relevant content is still the key to unlocking and building relationships between consumers and brands.
1) Second Screen Syncing
While younger consumers continue to cut the TV cord for online and digital platforms many consumers still continue to watch traditional TV. Consumers are spending an increasing amount of time in front of the TV with digital and mobile devices. Social media is one of the main ways people are interacting with TV content and TV content is a staple of social media conversations. The challenge for marketers is to understand multi-screen environments and how content flows between channels.
In order to win in this environment brands must focus on developing relevant content and leveraging the appropriate channels to reach consumers in a timely manner. Marketers should explore second screen syncing as part of their media plans. Second screen syncing allows coordination between when a brand’s TV Ad airs and when (within seconds) consumers see a complimentary ad on their digital screens.
• Only 77 percent of Millennials reported watching TV (traditionally) compared to 86% of GenXers and 91% of boomers. (2)
• AdReaction multiscreen study suggests 35% of all screen time is simultaneous use of TV and another digital device. (1)
• 2014 saw a strong growth in online video multi-screen advertising up from $8 to $11 billion globally. (1)
2) Social Butterflies Get Tired
Facebook is now 10 years old and social media platforms continue to change at break neck speed. With so many platforms to choose from consumers are becoming increasingly picky and are gravitating to more selective communities. Younger consumers who drive social media trends don’t want to be on a platform that is perceived as out dated – or heaven forbid one that Mom and Dad are also on. New social networks are location, subject and format based, allowing brands to create a greater affinity with consumers.
Just because a social media platform it the new hot thing doesn’t mean it’s the best platform for your brand. The challenge for marketers is to stay abreast of new platforms (such as Vine, Periscope and Snapchat) and evaluate them against brand objectives. The focus must remain on how best to connect the brand with consumers in a community that’s the best fit to tell the brand story.
• Vine added 27 million new mobile app users leading the “micro-video” trend which emerged as the most popular marketing approach of 2014. (1)
• Snapchat now has more 14-17 year old users in the US than Twitter. Brands including Audi, Taco Bell, and McDonalds are active on Snapchat. (1)
3) “Internet of Me”
The “Internet of Things” is becoming the “Internet of Me”. Gizmos such as wearables are becoming the new normal. There is a massive acceleration of the use of mobile devices and platforms to track everything from your health (Fitbit), to mobile payments (ApplePay) to managing your life and staying connected (iWatch). Smart phones are getting smarter and as a hub for all connected platforms, smart phones use data to create better, personalized experiences. Consumer behavioral shifts will continue to drive innovation in smart phones, wearable technologies and connected devices providing marketers with robust channels to connect with consumers by providing two-way communication based on real time data.
The increase in connected objects will create new consumer behavior data. Marketers must learn how to access, evaluate and use the new data to enhance customer engagement. Marketers must make sure consumers have a great experience with their brands while using connected devices.
• Searches for smart lightbulbs up 36% in 2015. (3)
• 4.9 B “connected things” will be in use globally in 2015, up 30% year over year. (3)
• American’s now spend 151 minutes per day on smart phones, more than TV or laptops. (1)
Sources:
1) Millward Brown 2014 Digital Media Predictions Year End Review
2) Millward Brown 2015 Digital Media Predictions
3) Google Data, December 2014
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