The Next Big Thing In Digital Marketing; Adapt or Die…

by | Jun 22, 2016 | Content Marketing

“It is not the strongest of the species that survives, nor the most intelligent, but the one most adaptable to change.” The Origin of Species, Charles Darwin.

As a content creator for a digital marketing agency, keeping a keen eye on the horizon for ‘the next big thing’ is not only interesting, it’s crucial to staying relevant. As Darwin states, ‘change’ is an astonishing ability, to adapt to your surroundings is to make the most of your environment.

Adapt or Die – Digital Marketing 101

Although Darwin was referring to the natural world in The Origin of Species, this same sentence can be applied to this digital world with equal relevance, the only difference being that things change within days in the digital world, not millennia.

First, we have to understand the context of the digital marketing environment. In 2014, for the first time in human history, mobile use overtook fixed internet access and all reports indicate it will steadily incline. This albeit expected discovery, cemented what many marketing agencies have been pushing towards for years, mobile marketing is no longer a maybe but rather a must.

Adding to the setting of the digital marketing backdrop is how these mobile users interact and methods they prefer to use. Nielsen, a research facility studied consumers in 47 European markets, and across more than 100 countries around the world. The study found that a whopping 89% of consumer media time takes place within mobile apps, whilst 11% in mobile web. Whether you’re browsing social media, email or a new publication, users prefer app browsing.

So, mobile usage is quickly becoming our primary mode of access to information and social sites, what is next. Well, we’ve already seen a rocketing interest pour into multiple device access.

Let’s take Spotify for example.

Early 2015, Spotify unveiled a new feature which indicated its adaptation to the digital environment. A feature titled ‘Connect’ was released allowing a user to play music from the canon of Spotify’s music from WiFi connected speakers, TV’s, Laptops and other devices. This shift from single device usage to integrated cloud connection marks a move towards convenience and range. Now, at the tap of a button, a user has the ability to control the music in any room of their house. What’s more is that Spotify transformed its mobile app into a mobile remote control.

Now take Amazon’s approach to advertising, Amazon made a major technological step by taking its successful kindle product, then morphing the reading device with features and moving into the tablet industry. But how did they succeed, the original Kindle Fire was by no means a decent tablet, slow, chunky, the Frankenstein-like machine even lacked a basic camera. This proved irrelevant as Amazon’s sales rocketed, but how?

Amazon achieved this feat by skimming as much from their tablet as possible, the low-quality tablet meant a fairly low price. This still wasn’t enough, in a move that I can only commend as genius, Amazon included an ad system on all of their cheap tablets. A system that users could opt out of for a price, this meant every user had an ad for a lock screen usually tailored to their activity on the tablet.

Amazon and Spotify have understood the environment of the digital marketing world and adapted accordingly. It’s now almost July in 2016 and it certainly isn’t hard to imagine device and app connections.

So Mobile Marketing is the next big thing, right?      –    Wrong.

Mobile marketing was the next big thing in 2010-2014, the next big thing for marketers in 2016-2020 will be At-Home ads.

At-Home Adverts

Imagine, the next time you’re low on milk, your fridge automatically sends you an update to your mobile phone, you click the notification, open the app and voila, you have half a pint of milk – scroll down and there may be ads for different milk brands placed below it.
With more and more home based devices becoming ‘smart’ and connected to the internet, it’s becoming easier to imagine digital marketing to specifically target home based devices. In fact, it can now cost as little as £15 to connect a device to the internet.

We’ve already directed ads into the very hands of our consumers, we can now do it through their home devices.

With the fast changing environment of the ad industry, it’s crucial to note that not only the formatting of ads will change, but so too will the content of the ads and the messages they push forth.

Advertising and Failure To Adapt.

October 2015 – President of global PepsiCo, Brad Jackman annihilates ad agencies for their outdated models and slow progress. He even went so far as to state – “can we stop using the term advertising, which is based on this model of polluting [content],” he said.” Read more by AdvertingAge.

Mr Jackman hit the nail directly on its rusting head, and we have the stats to prove it. A report conducted by adobe and page fair in 2015 revealed that Advert Blocking software has cost publishers approximately $22 Billion dollars. In fact, such reports strengthen Jackman’s claims that disruptive marketing simply no longer works. Read our blog on ‘How AdBlock Helps Bloggers & Inbound Marketers Thrive.’

With the millennial push for ad blocking software and the inefficiency of traditional advertising models, marketing has shifted away from disruptive or annoying ads and intelligent business owners have realised this. Educational content with no adverts are the best way to build a relationship, once that relationship is built you can slowly and carefully start to include ads, ads which are relevant which hihghlight more educational content. 

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