During our everyday life it is difficult to identify great changes and tendencies in the whole area of our work. When we are focused on producing, we usually do not have time to stop and observe what surrounds us and the evolution of the whole industry. However, at Fragment Agency, as digital advertising agency, we have made the effort to stop for a moment, and share our experience.
Taking into account what we have seen firsthand, and looking at the brands that surround us, the main marketing trends of 2017 are as follows:
What Snapchat began has become a trend. Value has been created around messages with a short life: either you get them now or they will disappear forever.
This tendency links with many elements of the younger generation such as low attention span. Likewise, the large amount of information generated on the internet every instant, and the its huge size, gives value to a type of content that is present during a short time.
A very clear representation of this trend is the live streaming of video. This functionality has appeared in social networks and allows users to stream live video. There has been some first attempt by some brands to use this functionality, but it is still unclear how it will be used in advertising.
Communication channels are saturated with traditional advertising and consumers receive such high levels of advertising impacts that they are no longer effective.
In this context, influencers become really important for certain brands. Their contents are high quality and users are interested in what they have to say.
Most influencers only work with brands they believe in. This confidence is transferred to consumers and their credibility is very high.
What used to be pictures is now video. Just take a look at the major social networks to realize the wide presence of this format. According to statistics, since 2015 video views on mobile devices have outpaced computers.
They are text contents that users can interact with. The text has moved from being unidirectional to bidirectional, expecting a reaction and interaction from the users who can modify the message based on their response.
Traffic on the internet comes mostly from mobile devices. The future is mobile. It must be taken into account that in our planet, the main tool for Internet access is the mobile and this trend will continue to grow. Anticipating this situation, it is essential to be prepared and adapt all the services and functionalities for this type of device, since they are the future.
From Fragment Agency, as a digital advertising agency, we recommend to everyone, whatever their industry, to do this exercise of pausing momentarily and analyze the state of their working area and where it is headed. Predicting evolution is the only way to anticipate change and adapt to new times with a competitive advantage.