Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Petar Vlaisavljević, SEM Specialist, Drive
World of marketing in 2017
Now is the most exciting time to be in digital marketing, because live video, AR and VR are already available to marketing professionals around the world, and the question is which direction they will develop? Reach in the VR industry today is very small. In addition to the gaming industry, which is already using it, it can also be very interesting for the travel industry. VR will help people not only to imagine a moment, but also to feel what it’s like to fly in the business class of the new TAP’s “Airbus” or to explore the city they wish to visit, and eventually go through the hotel room they want to book. Users now have everything available to them in real-time, which contributes to better organization, and this type of transparency will motivate companies to be even better and better in providing their services.
Live video will dominate in the near future, only its content will adapt to the platform, ie. the size of the screen on which it is displayed. Services such as Facebook Live Video and YouTube have the potential to replace conventional TV, but on the technical side you must create high-resolution content that will satisfy the quality of display on the larger screens. Live video is an interesting way to present a start-up business, but is not as effective when making acquisitions.
One of the dominant opinions you could hear in Lisbon is that people are increasingly looking at the product, not the ads, and therefore content must be created with which the users will identify, which they will share, like and develop the digital word of mouth marketing, because it is the cheapest and the best type of marketing, according to Justin McLeod, CEO of Hinge.
Challenges in advertising mobile apps
Advertising of apps has become a major challenge for online advertisers because users download one or none apps on a monthly basis. They are very selective when choosing what they will download next. For this reason, Apple entered the field of search advertising on its App Store, but still the dominant platform for install ads is Facebook, because they entered this sphere of advertising before anyone else, and can offer advertisers lower prices. Facebook collects a lot of information about users and allows us the most accurate targeting, so it is currently the most cost-effective platform for advertising, according to Justin McLeod, CEO, Hinge.
At the very beginning, before selecting the channels on which to advertise, focus on who you are, your values and your story, and based on that, you will come to a valid conclusion on what channel to advertise. Apart from being a platform for placing ads, Facebook can be used as focus group to test how people react to your product or brand, said Winston Binch, Chief Digital Officer, Deutsch North America, Deutsch Inc.
Should advertisers love ad-blocking?
There was an interesting debate on this topic between Till Faida, Founder & CEO of AdBlock Plus, and Stewart Rogers, columnist and host at VentureBeat. The conclusion of this panel discussion is that in order to avoid charging readers for content, and thus remain competitive, media have to place banners, and ad blockers should force advertisers and media to make content more interesting, more creative and develop more innovative forms that would be more interesting to users, thus giving them additional value and, on the other hand, increasing the visibility of the brand connecting it tighter with the consumers.
Successful and Cannes Lion-winning VR campaign was presented by our colleagues from McCann New York and thus showed us that virtual reality has already arrived, and apparently represents the future of advertising.
Facebook CTO Mike Schroepher emphasized the company’s focus on three things next year: drones to connect remote areas to the internet, new algorithms for artificial intelligence and work on a stand-alone VR device. Perhaps most interesting of all that was shown from Facebook was the showcase of the new VR headset that does not require a PC, and which is already in testing phase.
A special topic was devoted to Millennials and their specific mode of communication, as well as their habits because they are the main audience on social networks. It’s interesting that their most important item is a mobile phone – more important even than toothpaste and deodorant – which opens up enormous potential for advertising. Special attention was devoted to storytelling and how content drives marketing.
CEO of Blippar, Ambarish Mitra, spoke about how the AR is changing the way we communicate with a brand and said that today the product itself is the most popular medium.
Lisbon this November hosted 53.000 web enthusiasts who visited Portugal to exchange ideas about latest technologies, startup business and business strategies in the 21st century.
Four days of the Web Summit were organized into 21 conferences, at which participants were addressed by 677 speakers, and about 1,500 startups. For marketers, apart from the few lectures on the central stage, especially interesting was the Panda Conf. stage, from which I bring you the most interesting details.
Read more about global trends from the Web Summit in the next article.