The expeditiously evolving nature of digital trends has culminated into a complete makeover of marketing DNA. Technological ability to unify the digital and real world has enabled marketers to venture on newer terrain creating an immersive experience for users. Futuristic digital marketing trends have hit the stride hard stirring the roost in 2017.
In India, live video streaming has gained colossal traction imperially gushing the rise of VOD (Video on Demand). This has enabled the OTT players to reach the audience through the latest entrant- Hotstar, Voot, Netflix, Amazon Prime, HBO Go and Spuul. Social media platforms like Facebook, Snapchat, Instagram, and YouTube are top applications to initiate live streaming. BMW, Chevrolet, Grazia, Buzzfeed, Hero Honda are few global brands playing on live streaming advertisements to hurl marketing campaigns.
The emergence of Artificial intelligence in social media has enabled a plunge on user-generated data. Facebook Ads with the functionality to target the audience based on personal interest have drawn deep learning generating high traffic, revenue, and engagement. The gratification of e-commerce has peaked its advent on the social platform. Facebook’s investment on direct purchase is identified as the next big turn in social e-commerce enabling users to purchase directly without being redirected to another link.
Huge investment by Saavn, Gaana and Hungama on video catalog, exclusive content and non-music libretto have yielded substantial results. The primary shift of focus from playlist to investing on original content has created a niche and added to their brand equity.
The enthrone development of VR by leading brands has capacitated its audience with an immersive experience. Tata Motors came up with an innovative idea to market their new car Tiago bundled on free virtual reality with TOI. Likewise, Google Cardboard, a virtual reality experience consigned users to avail better view of the stereoscopic images. The success of cardboard braced Google to develop more advanced VR hardware. Advancement in VR headset is soon to make 360-degree viewing possible for users enabling them to attend live events at home.
Augmented Reality coalesces the digital arena to the real life of users providing an enhanced experience. For instance, Pokémon Go a globally popular gaming app-enabled players to engage with their real setup. Along the same line, Topshop partnered with Microsoft Kinect, a British fashion retailer created virtual dressing room powered by AR permitting the audience to try dresses before purchase.
With evolving technologies and ad spends, the buying and selling of media spots on Facebook and Google have taken a significant toll in the field of digital advertising. Lakme Eyeconic’s programmatic campaign pioneered on promoting 22-hour smudge free kajal which dramatically uplifted the view through rate by 1.4-fold.
Mobile gaming in India has seen a significant upsurge not only in terms of game downloads but also in the generation of revenue. In terms of revenue generation, games like Clash of Clan and Teen Patti are topping the chart. Other games topping the chart have been adapted from Bollywood like Sultan, Dhoom 3 and Chotta Bheem gaining momentous success.
With advancement in technology, the rapid integration of chat system has called for a new rage with bots. Facebook and Telegram have made a notable move by creating their own chatbots. Facebook’s idea behind the launch of bot engine is to allow brands to garner their chatbots to communicate with customers on various subject. These chatbots are being designed to keep the users informed about real-time news on various subjects like sports, e-commerce and much more.
As a Full Service Digital Media Agency, the Digitale Squad believes that the newer digital trends have enabled digital marketers to create a coordinated campaign fostering shared experience between brands and consumers. The trends discussed above are new-fangled digital marketing techniques demonstrating massive potential in the face of all odds for the upcoming years.