As competition for consumer attention intensifies across platforms and marketing budgets seemingly shrink, it’s important to know which trends are hot and which trends aren’t worth your time. When planning your strategy for the coming year, consider leaving these trends in 2019 where they belong.
Disruptive ads
More and more people are using ad blockers to avoid ads entirely. They are willing to spend money if it means not having their user experience interrupted – and not having to hear from you. Advertising in 2020 will need to be more organic and integrated into content that your audience has already opted into viewing, e.g. learning about your brand from their friends and family.
Expensive influencers
Advertising needs to become more organic, and while the paid influencer is not a disruptive ad, it’s hardly organic either. Some companies are paying influencers with thousands of followers to market their products. While that will get you a lot of eyeballs, it won’t necessarily connect you with your audience. Mid-tier influencers who have nothing to do with your brand are not worth the money. Instead, micro-influencers will be more useful. These are people with a smaller following who authentically use your product.
User-generated content
In an effort to appear authentic, many brands ask users to submit their own content, which they then use as advertising. Consumers are no longer excited about the prospect of having their content used by someone else for free. Now that anyone can be an influencer, people are becoming savvy about not giving away a marketing service. Instead, brands should work with organizations who can contract with micro-influencers to create authentic content in line with brand messaging – and that rewards content creators for the value they bring.
Uber-personalized advertising
While personalized ads are great at targeting consumers in theory, people are finding the technology to be just plain creepy. Given the number of high-profile stories about how companies are using consumer data and the measures governments are taking to protect user data, consumers won’t be impressed by highly personalized ads. Instead, they want to know that their data is safe with a company and that the company is trustworthy.
Using data only to expand your reach
Data helps companies to know when and how to advertise. They can see where their audience is, when they’re watching and who they are. As data and artificial intelligence develop, brands are using these technologies in creative new ways. AI has developed so that it can now create content for your brand, allowing you to remix and evolve your campaign in real time. The technology learns from your previous branding and can create new content while maintaining your voice.
It can be difficult to stay on top of the latest marketing trends while also managing your business. That’s why it’s important to have an expert team of marketing professionals on your side. Spin Creative is here to help.
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