Almost half of the global population – nearly 3 billion people – have access to the internet. Exciting times for all online marketing fans; great challenges and opportunities for both SMEs and major brands to position themselves by focusing on the right marketing vehicles and advertising strategies.
In order to achieve the goals and objectives of the organization, one needs to have a good understanding of upcoming trends. Based upon key findings you might consider redefining your current marketing approach, designing new advertising strategies and campaigns to improve efficiency, reach a larger target audience and ultimately increase profits.
In this particular blog post I’d like to share with you the most important digital trend – according to Business Insider 2013 – and that is: Multiple devices and screens.
Here’s how quickly technology and digital innovation evolves:
- PCs are now a small share of connected devices. Tablets, smart TVs and wearables are about to go mainstream.
- 60% of online devices are now smartphones or tablets.
- Tablets are cannibalizing PCs.
How quickly is your business ready to adapt to these new trends?
As competition for attention increases, the importance of having a clear unique selling (value) proposition becomes critical. The “screen fragmentation” war is on. Lots of challenges for brands lacking a differentiation strategy on one hand, and great opportunities for businesses who know how to harness the power of positioning on the other.
What changes can we expect in 2014? How are future digital advertising strategies going to affect consumer behavior – the way we buy certain products and services but more importantly how we feel about the companies selling these items?
Well, one of the best ways to reach out to your target audience in 2014 and beyond is by willing to experiment with content in new media channels. Nivea is one of the major brands embracing the digital phenomena. Expect to see more brands to follow this example in coming months.
Marketing Lesson from Nivea
Let’s have a look at the following ad campaign. Nivea decided to mix print advertising with mobile innovation.
Advertising Strategies: Nivea Solar Ad Charger
Marketing lesson: Embrace a new medium for content that speaks to your core audience and is in line with your marketing message. Btw: as a result of this innovative campaign, Nivea’s print ad doubled.
Advertising and shopping cross-device has become very popular. As I mentioned in one of my September blog posts on Digital Marketing Ideas – people who shop cross-screen spend 30% MORE than shoppers who shop on one device. Customer-centric E-shop giant Amazon understands the implications of this trend best. The company decided to run advertising strategies and campaigns cross-screen.
“eCommerce and Advertising should both help customers and not interrupt them.” – Lisa Utzschneider, Amazon
Only three weeks left to plan and decide upon your marketing initiatives in 2014. An exciting year ahead!
Three more weeks and we’re ready to welcome 2014, an exciting year for the future of content.
What are the top 3 marketing activities you have planned for 2014?
What are your favorite advertising strategies? Looking forward to your feedback in the comments below.