Marketing of future comes from the fact that mobile devices (smartphones, tablets and even watches) become the center of marketing. The rapid evolution of devices and free access to the Internet from any place are the main factors influencing the formation of marketing trends of the future.
In early 2015, mobile traffic bypassed the computer traffic. It led many companies to take a different look at brand promotion in the network. Today, online stores have not only a mobile version of their site but also offer applications for smartphones, so that users can quickly make purchases.
43% of brands actively conduct their communities in social networks, 59% keep in touch with customers through microblogging (Twitter) and Instagram. More than half of the companies (53%) pay for advertising in social media, and 25% use advertising in applications.
1. Internet is the main advertising platform in 2018
i. Social networks:
Among the trends of Internet marketing at the moment there is a trend of increasing the functionality of social networks. 60% of users of online resources learn the news from social networks. By increasing internal functionality, networks tend to focus the user's attention on themselves.
In addition, social networks continue to displace the usual search engines, because here a person can find out immediately the feedback of other users about the product or service.
ii. The popularity of instant messengers:
Instant messaging applications are being captured by an increasing number of users. Many people consider them to be new social media. The rapid growth in the popularity of these applications is closely related to the following trend.
iii. Data Security Guarantee:
In connection with some privacy problems of many applications, people began to distrust different messengers. In 2013, there was a presentation of an ultra-secure application from Pavel Durov - Telegram. Users realized that it was still possible to create an application that would provide security to them and began actively demanding it from other brands.
2. Personalization of content on TV
Advertising on television is not going to lag behind Internet advertising and is confidently holding its position. However, global changes are coming. The audience is waiting for great innovations.
Context advertising on television is a new opportunity for companies to offer products specifically to their target audience. Advertising inserts will be selected proceeding from that:
- what screen the viewer has, and what is his social position, income;
- demographic indicators (such as gender, age, family composition, etc.).
Personalizing the image is one more step on the way to canceling advertising breaks in return for hidden advertising while watching a movie. Personalization will consist in the fact that different viewers will see different brands of cars or phones. It is even possible that some scenes and dialogues will also differ.
3. Creative outdoor advertising
The fall in investments in outdoor advertising was 25% in 2015. Therefore, to conduct a successful marketing campaign, brands need to use only the most creative design solutions. Advertising with the use of facades of buildings and parts of the roadway has long been part of everyday life.
Unlike other types of advertising, it is outdoor advertising that can impress passers-by. It is more interactive, sometimes the goods can be touched, photographed and even smelled.
Social advertising is of great importance and in the protection of the environment. It can be placed not only on billboards but also in public places, encouraging people to do something "here and now."
4. A look into the future
i. The development of artificial intelligence:
The main impetus for improving the advertising of the future is the development of artificial intelligence (AI). Deep learning (complex learning algorithms for modeling high-level abstractions) provide various perspectives of using AI in marketing, from global data analysis to the independent writing of unique content. Already today, AI influences the data in the SERP by tracking user requests and can recognize certain objects on the images.
For example, today, on demand, the "sleeping panda" displays those pictures where users have specified it as keywords or mentioned in the text. It does not match the image shown in the photo. In the future, AI itself will give the user pictures, where, in its opinion, a panda is depicted in a sleeping state. And this is only the beginning ...
ii. "Smart" stores:
"Smart" stores will help to increase convenience when making purchases. The most interesting ideas are:
- Interactive shelves - buyers will not need to walk long, and to seek out the necessary goods on the supermarket, they can "drag" the desired items into the basket and get them fully packed at the outlet. Recent research has shown that so buyers are able to purchase up to 20% more goods.
- "Virtual" supermarkets: in South Korea, a network of Tesco stores installed in the metro banners with their products, providing all products with QR code. Having photographed it, customers can order products. All purchases will be delivered just under the door.
- Very soon cashiers will not be in demand: if the goods are supplied with radio-frequency tags instead of barcodes, the purchase amount can be learned thanks to the system of remote reading of information. Products do not even need to get out of the basket - the device will immediately give out the amount to be paid.
- Virtual fitting rooms have already been implemented in some stores in many countries, but have not yet gained much popularity. With the improvement of new technologies, including AI, such fitting rooms will be much better able to try on clothes without tedious dressing.
iii. Shipping by drones:
The future of retail trade is closely linked with the increase of comfort for buyers. For several years now, many food chains offer the delivery of goods home with courier service. The main disadvantage is that this service is not available to all people. Soon this process will be even more optimized, thanks to the use of drones, which will allow you to make purchases from anywhere in the world.
The future marketing trends are closely related to the transition to mobile platforms, the popularity of social networks and the increase of confidence in bloggers' reviews. Advertising should be more flexible and personalized, better consider the needs of the audience and more impress. One of the small steps in this direction is the use of hidden advertising instead of the usual inserts.
Marketers are getting absolutely new tools for tracking the needs of the target audience due to the improvement of artificial intelligence. Shopping will become faster and more comfortable with smart shops and convenient payment methods.
Mariia Hepalova is a content writer on DesignContest.com. She has written for various online publications and blogs. With an equal passion for both design and marketing, she strives to produce content that is informative yet easy to understand.