According to dialogtech.com(1), businesses are likely to spend more on digital advertising in the U.S. in 2020 rather than on TV and print ads combined. This means that as trends continue to flourish within digital advertising, then it’s safe to say that this age of digital advertising is innovative to the marketing world of the 21st century.
Biggest Digital Advertising Trends That Are Shaping the Present and the Future
With a pandemic completely changing how the world works, now is the time for businesses to take advantage of the current trends used in digital advertising. Here are some of the top innovative trends for digital advertising.
Bigger Use of Automation
When it comes to automation, you’re not only making it easier for your business but more available for people who are on the lookout for upcoming promotions. With the increased use of automation, your business can thrive with email marketing and social media posts because of the automation features that digital marketing platforms provide.
Streaming Video-Based Advertising
Another trend that’s still going strong is the streaming of video-based advertising. When you stream video ads, you’re not only increasing brand awareness for your business. However, keeping up with audience engagement is another benefit to streaming video ads because they are unavoidable nowadays.
Moving from Brand Awareness to Brand Affinity
Although there are other strategies that build up brand awareness for a business, more shifts in video marketing will start to focus more on brand affinity. Building a stronger connection with target audiences is a key component to brand affinity because the majority of consumers want to find a business that can relate to their needs as well as provide values that a customer can identify themselves with.
Targeted Ads around AI and ML
As for targeted ads, A.I. will continue to gradually dominate the marketing world. This also applies to other types of virtual reality devices. People go out less often, so it’s convenient for A.I. and other machine learning devices to take over in marketing businesses.
Applying these features to your targeted ads doesn’t sound like a bad idea. After all, the digital world currently dominates how most forms of advertisements function.
( Also Read: Digital Advertising 101 )
Based on our last article about M-Commerce, it’s best that your business invests in mobile apps. Having mobility anywhere you go is always a convenient perk for people today. Google AdMob in particular allows you to oversee and generate revenue with your advertisements.
This trending app can be used for app developers seeking solutions to drive traction to their other established applications.
Paid Advertising Improvements with Smart Bidding
Smart Bidding can help you save time and improve your return on investments. With the use of Smart Bidding, you can effectively align your marketing goals and have a wide range of signals to tailor bids to someone’s unique context. This tool can benefit paid advertising because this is an opportunity for you to trust automation bid strategies.
Expansion to Other Marketing Platforms
If you haven’t already, expanding to other marketing platforms is an effective way to put your business out there. Try putting your business on all forms of digital mediums. The more your business becomes available with different types of platforms, the more likely it will receive recognition.
Voice Search Optimization
Setting up voice search features is one way to optimize your marketing strategies. The use of voice search will assist users in navigating your website or any other online platform.
The uptick with IoT advertising is another great trend to consider for digital marketing. IoT decides to provide personal important details that advertisers can use at their advantage to personalize messages.
Targeted Advertising to Gen Zs
It’s no secret that this current generation consists of a younger demographic known to be, “Gen Z”. Every business wants to be at the top and attract younger audiences towards their brand. Because Gen Z has familiarity with technology, it’s easier to shift to a digital platform.
When targeting your advertisements to a younger generation of society, you project a relatable voice. Hence, considering Gen Z consumers will keep your business up to date with marketing trends.
A Focus on Contextual Targeting
Content matters, hence, why it’s important that you implement contextual targeting into your digital marketing. When you apply contextual targeting onto your ads, you’re tracking how frequently your ads show up on a web page. It’s important to have your business rank as a way to get the attraction to online users.
Speed around Visual and Voice Search
Aside from voice search, visual search has also been a trend that will continue to shift digital marketing. With the use of visual search, users will have an easier user experience.
Changing CPC/CTR Options
With the evolution of CPC and CTR, your chances of applying these two options into your digital marketing will flourish. Cost per clicks (CPC) and click-through rates (CTR) are another way to measure the ratio of how many users interact with your brand digitally.
Knowing the number of impressions being made on digital platforms is essential to digital marketing tactics.
Programmatic Advertising Boost
Similar to automation, programmatic advertising will make lives easier especially in the digital marketing sector. Programmatic advertising is a trend that will continue to dominate the marketing realm due to the idea of automating the buying and selling of ad inventory in real-time through an ad bidding system.
Boost Revenues with Supply Path Optimization (SPO)
There is a benefit for marketers who use Supply Path Optimization (SPO). This trend will boost revenues due to its functionality in enabling marketers to consolidate budgets on a supply path that will maximize a marketer’s buying power. Hence, it’s important to consider compromise when creating exchanges at lower costs to inventory that will benefit your business.
Overall, all these trends should be taken into consideration. Take advantage of this time were staying at home is considered the norm. When applying these trends into your digital marketing strategies, remember to seek the trend that has the right fit into your business.
Yes, not all trends will work for every business, but it doesn’t hurt to take risks and test out new solutions to improve digital marketing for your business.
Aileen Padua is an aspiring social media coordinator. She is currently majoring in Advertising at Fresno State University. With her understanding about the power of social media, Aileen is passionate about preserving and enhancing the image of one’s reputation in the public eye.