Businesses are gradually but steadily moving towards digital advertisements as opposed to advertising in traditional media. It comes as no surprise that globally, digital Ad spending now accounts for 25% of the total Ad spending.
In the Asia Pacific region alone, digital Ad spending is estimated to reach $96.40 billion by 2018, from $46.59 billion in 2014.
As 2015 had come, those involved in Digital Marketing started to think about what to do and when to do. While following latest trends in marketing and advertising from 2014 many Digital geeks will think to improve their marketing strategies in a new way. Emerging markets, such as Asian, don’t wait until they make a decision; you need to be fast and confident in each step taken. With 60% of global smartphone usage, the Asian market is giving a challenge “if not today, then never”. There is only one way how not to lose a gap between competitors and don’t lose consumers’ attention during the battle of brands — follow what your readers, customers, and visitors want to see, not what you want to show.
Asia is expanding in Digital perspective and here are trends to follow for successful campaigns:
We get huge numbers of consumer data coming from Social networks and online communities, which are most important for understanding who is your audience, where are they coming from and what they want to see. Strategic planning should put a big eye on data not to be blind and to grab the attention of only important and quality audiences. Big data will have a focus on mobile data more than on the desktop in 2015 and will catch consumer behavior in a more detailed way.
Personalization has made its way into just about every aspect of digital marketing, but 2015 will bring a heightened use of algorithms to hyper-personalize ads. Retargeting and location targeting will pair up in more marketing campaigns to deliver a cohesive consumer experience that anticipates and responds to the customer’s every need.
There will be a need for advanced market segmentation, driven by an understanding of who your buyer is. Not just the demographics of the buyer, but also a deep dive into the needs, challenges, lifestyle and motivations of the buyer. Creating these buyer personas will provide marketers an ability to create relevant and personalized content strategies.
Marketers will begin to find that they can gain more credit and attribution from an ad that is clicked via a smartphone, tablet, or another mobile device.
In 2015 mobile is becoming not “mobile third” but “mobile first” trend in marketing. We are switching from Desktop-only campaigns to cross-device. Media and content will become integrated into devices to gain most of the user experience and cross-channel presence. With a big attempt of smartphone brands to produce smartphones that everyone can afford to buy, Mobile Marketing will be a key to delivering messages simply to everyone.
It will be hard to find a list of marketing trends that don’t include a mobile-first strategy. Most analysts agree that brands will have to put more thought into leveraging mobile technology in the coming months in order to create experiences that serve consumers’ needs.
E-commerce is getting a new trend — M-commerce. The integrated cross-device shopping experience will bring a new challenge for big and small retailers. The mobile experience promises big jump in consumer experience and leverages merchant performance by getting more engagement and actions from users.
In 2015 more people will be doing their online shopping on their phones and more retail locations will be using online/offline POS systems.
Digital budgets are rising
Digital marketing matures after getting a larger budget share. A focus will be on ROI, standardization and data measurement. Traditional marketing is not enough anymore, to say simpler — it’s dead without digital.
Brands will utilize location more effectively for awareness campaigns. With a growing trend of hyper-location services, a business can benefit with connecting consumers in more specific targeted area.
Go home, CPC & CTR
As marketing budgets in digital are increasing, brands will start to align measurement with all possible channels and seriously pay attention to digital ROI the way they never did before. Wasting budgets for clicks and not quality visits will die, as with a growth of data measurement capabilities in 2015 marketers will be questioned about ROI in details. This promises rise of Click-per-Action (CPA) and Touch-per-Action (TPA) campaigns.
Content is King
Content will continue to grow in 2015 as case studies from the past 3 years show its significant impact on digital marketing campaigns performance. Visitors are more likely to take an action when it’s related to content which they follow. Content is increasing organic search and shares for brands, builds audiences and engages them in a natural way. Here were Inbound Marketing comes with streaming all aspects of Digital through one channel and delivering only what your audience wants to see at the moment.
Internet of things
IoT will emerge as a new media for advertisers. With cross-channel integrated campaigns, this niche will be challenging as it’s still developing and marketers try the best to cover all possible channels at one time.
Meanwhile, check the ONLINE ADVERTISING IN ASIA PACIFIC (Statistics & Trends) infographic by Go Globe, Shanghai Web Design Company: