Where to consider placing advertising dollars
Digital advertising in the United States is big. In fact, for the first time ever, it has surpassed traditional advertising. That’s why it is now more important than ever to keep on top of digital advertising trends so you can spend your budget wisely and get the ROI your brand needs to thrive in the digital world.
Trends across the board
Voice search is also rapidly advancing and advertisers need to take note. Half of consumers in the United States now own a smart speaker and use it daily. More than simply asking Alexa, Siri, Cortana or Google questions, 22 percent ask the smart speaker to make a purchase. Google points out 52 percent of voice device owners want information about deals, sales, and promotions.
Voice search now should be viewed as a game changer and voice advertising cannot be approached in the same way as traditional advertising. It will be important for advertisers to incorporate content and native advertising in order to grab the attention and gain trust of consumers.
Other trends to watch
In addition to those listed above, here are a few more digital advertising trends to recognize as we enter Q2 2019.
eCommerce: It is no secret that eCommerce is on the rise and looks to continue moving forward. It’s not simply U.S. retailers like Amazon, eBay and Walmart doing well, but also in international markets, Alibaba, Baidu, and Tencent are on the rise. Adam Smith, GroupM Futures Director, presented a detailed analysis in 2018 showing the efficiency of digital advertising for stimulating global commerce – by a margin of two-to-one. “Digital advertising is currently 8 percent of the volume of e-commerce,” Smith said. He further predicts it correlates to a 15 percent rise in e-commerce, or about 10 percent of global retail sales.
Chatbots: Many websites offer a chatbot as a way to engage with consumers instead of hiring a large customer support staff. While chatbots can answer most questions 24/7, when integrated with digital advertising, it can provide a new level of experience. Good chatbot advertising can provide an added value without being distracting. It can also help develop a more robust relationship with the buyer. Be clear with the message within the ad to let the user know where he/she will end up when clicking the ad. When it meets with their expectations, it is beneficial.
Artificial Intelligence (AI): According to the Native Advertising Institute, the best is yet to come with AI because of the new ways it will improve the user experience. Today’s Internet users have their experiences disrupted by ads. That doesn’t lead to trust or loyalty, it leads to frustration that turns consumers away. AI helps solve this problem via programmatic advertising. It profiles website or app visitors and that data is gathered and used to target and deliver relevant ads within different stages of the ad supply chain. Consumers are more likely to click when the ads they see are something they are truly interested in seeing.
Omnichannel: Today’s consumers find information via a number of different channels such as the brick and mortar store, Twitter, Facebook ads, email, and traditional advertisements. Omnichannel advertising allows not just for ads on each channel, but for a more orchestrated and consistent communication of those ads to both prospects and established customers across all these channels. To be most effective, it’s important to create a buyer persona, look at data and understand which channels users go to most.
Taking advantage of trends
Brands that want to move forward in the marketplace jump on these trends and use them. At T.E. Digital, our expert team know how to put these tactics to use. Interested in learning more? Just give us a call. Let’s discuss your goals, target audience and develop an overall strategy that will to move you closer to success.