The digital media industry is dynamic, fast-paced and constantly evolving.
Advances in technology have significantly impacted the way brands communicate with their customers due to their fluctuating expectations, therefore creating a substantial focus on personalisation and efficiency. These changes have also led to the development of bold predictions for the industry, and as the middle of the year fast approaches it is paramount to look at the ever-changing digital marketing trends that have gained traction and sparked much discussion thus far.
Digital media has provided consumers with an abundance of technology which provides information and entertainment at their fingertips. As these technologies become widely accepted and used daily, marketers look for ways to engage consumers across these mediums and incorporate these trends into their online advertising strategy. With the introduction of these platforms, practitioners must possess the ability to be constantly aware of the trends in order to anticipate changes in consumer behaviours and plan ahead for a competitive advantage. However, despite the wide use of such platforms, and their potential for consumer engagement, 6 out of 10 consumers are unsatisfied with brand experiences. Therefore, it makes sense that the trends that have made the spotlight over the past few months are customer focused and designed to improve such experiences.
Immersive marketing has become more prominent as marketers fight to capture a consumer’s attention and retain their interest. Increased competition and access to marketing content have led to finding innovative ways to engage audiences with technology developments such as virtual reality (VR) and augmented reality (AR), driving this phenomenon. Such technologies have led to digital storytelling and immersive brand experiences becoming a widely adopted digital marketing strategy. Previously, immersive advertising campaigns were limited to physical locations such as retail stores, however, the digital industry and its many innovations including AR and VR, has allowed for more functionality and provides a truly integrated and seemingly real-life experience.
For example, the tourism industry has widely explored immersive digital marketing and it’s many capabilities. The technology has allowed customers to experience destinations as if they were really there, creating a level of excitement and positive consumer sentiment. Furthermore, brands such as ASOS provide their customers with the ability to virtually try on clothing offering their consumers a convenient option that limits the potential of ordering the wrong size. Such campaigns can also be used to create immersive brand content for social media, resulting in a holistically integrated digital approach. As consumers are no longer passive viewers of commercial information, digital storytelling and immersive digital marketing have resulted in personalised brand experiences, relevancy and higher consumer engagement.
Data and AI technologies have also been a fathomable area of discussion as they provide the potential to develop more relevant and personalised messaging, ultimately improving a consumer’s experience with a brand. Chat bots are a great artificial intelligence example and have been at the forefront of such industry discussions. Chat bots are defined as artificial intelligence technology due to their consumer data collection and machine learning algorithms, however, it can also be argued that they are also a form of immersive experiential marketing. Depending on how the technology is utilised, brands have the ability to be creative and innovative with their approach to provide an exceptional and memorable brand experience. While chat bot technology has promised to alleviate possible customer service issues, brands are using AI techniques to get consumers to participate in a more integrated, location relevant and cross-device brand involvement. Immersive marketing examples are highly evident at sports events, in which consumers are prompted to utilise chat bots hosted on Facebook so that the business can gather audience insights and offer outstanding customer service and a unique mobile experience.
In relation to this, programmatic advertising, another area of technology that is data-driven, has sparked multiple discussions within the industry. The technology provides great benefit due to the ability to utilise data in order to efficiently place advertisements in relevant inventory, guaranteeing that the message is visible to interested consumers. Such automated marketing solutions again ensures relevancy for the consumer and is a step in the right direction to improving brand satisfaction.
The trends discussed highlight the industry movement to a more innovative approach through the implementation of immersive marketing technology which is designed to create personalised and relevant brand experiences. Such advancements are reliant on data and automation, which efficiently gather consumer insights and promote consumer engagement. Incorporating these innovative movements as a part of an overall digital marketing strategy proves to achieve KPI’s and provides a competitive advantage.
The RGC Advertising team is a digital marketing agency comprised of experienced and dedicated individuals who are up to date with industry developments. We can advise you on how to best incorporate these changes into your brand strategy to improve customer experiences. To find out more, please contact Richard on (02) 8883 2988 or email firstname.lastname@example.org