Happy New Year everyone!
We hope that the previous year has been a wonderful year for you, both personally and professionally. If you are one of the lucky ducks that receives Downunder and Over Ya Head then you will know that 2016 has been a big year for marketing and advertising. There were a number of large global events that took center stage. The marketing landscape continued shifting around us. The rules we once knew continue to change. Consumer’s priorities are different than they used to be. It is our job to pay attention, keep up, and maybe have some fun along the way.
Marketing Trends to Watch in 2017:
- Virtual Reality– Now, Virtual and Augmented Reality are not exactly new, but they are certainly exciting. The novelty has still not worn off; VR and AR are exciting and engaging. Here are some examples of VR and AR used in marketing campaigns (to great effect): 10 Best Uses of Virtual Reality in Marketing, and Virtual Reality: Content Marketing’s Next Big Trend.
- Mobile-Focused Strategy– So we know mobile sales are quickly becoming the norm. According to Salesforce Commerce Cloud digital commerce was up 34% this past holiday season. Not only are people making purchases on their phone, they are also using their mobile device to decide what to buy. Google Retail Industry Director Julie Krueger said, “mobile is now the super shopper’s go-to-source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into stores.” Looking for specifics and examples? Look no further: Three Mobile Marketing Trends That Are Dominating 2016, New Study: The Best and Worst Mobile Ad Formats, and Top 10 Luxury Mobile Marketing Campaigns of 2016.
- Mobile Video– Ok, so this is a part of Mobile-Focused Strategy (listed above), but it is important enough to deserve it’s own bullet point. It is important enough to be the top priority of your 2017 strategy. Just look at your Facebook feed if you need reminding of the fact that video has taken over. It is now more common to watch video on mobile than listen to music. Not only that, but when people are watching video on a mobile device they are paying attention. When watching video on TV or desktop people are way more likely to be doing something else (usually on their phone *hem hem*) than if they are watching mobile video. Check out Mobile Video Ads Drive Brand Awareness, Engagement, Top Mobile Video Advertising Platforms of 2016, and The Comprehensive Guide to Video Advertising in 2016.
- Disappearing (Short Lived) Content– 2016 has been the year of Snapchat; from the release of Snap Spectacles, to gaining a whole new user-base: parents. Use of Snapchat has blown up and grown up, and so has the advertising. Interactive and integrated content is key and Snapchat is the ideal platform for it. There are too many great examples to list here, so do yourself a favour and take a look: 15 Creative Snapchat Campaigns to Inspire Your Snap Strategy, and 4 Awesome Snapchat Marketing Case Studies.
- Storytelling– If you follow Downunder Voiceovers on any of our social media accounts you’ll have probably noticed that we’re just a wee bit…obsessed with storytelling in marketing. Storytelling isn’t even a trend- more of a golden rule. Using storytelling in marketing is a great way to establish tone, make an emotional connection, and keep the viewer engaged. When you look back on what we consider to be “major moments in marketing” you will notice a common theme. Any guesses as to what that could be? You got it, storytelling! Using storytelling does not mean that every commercial is an epic. Some great ads employing storytelling are incredible simple. Nike is a great example of employing storytelling. They have been doing it successfully since the 90’s. Start getting inspired with Why Our Brains Crave Storytelling in Marketing, 4 Benefits of Storytelling in Marketing, and The 11 Best Corporate Storytelling Examples of All Time.