With increasing clutter, marketers need to be subserviently focussed on industry trends to stay ahead of the game. exchange4media pens down five such trends that Indian marketers need to watch out and exploit in times to come…
Doing more of the same will be less effective
What worked for ‘Kolaveri Di’ might not work for another video aiming to be viral. ‘The gangs of social media’, which generated more than two million views in less than three days is a classic example. The creators capitalised on the social trend wrapped in the format of a mass entertainer. The ad industry will almost double in the next five years. Therefore capitalising on multimedia synergies will be the game-changer for the brands. Likewise, what works for IBM USA might not work for IBM Japan. Therefore, content synergies will have to be changed with fragmentation.
Digital will be a part of mainstream and not just another media
With growing penetration of smartphones, there will be an increase in interplay between TV mobile and internet. Sample this: More than 65 per cent of smartphone users click on a link mentioned on a website. So, rather than infusing the ad within the content, it would be more effective if brands can pull the audience on their page and make them watch the ad. Therefore, pull, and not the push, strategy would work. Owned and earned media will be more effective, rather using other formats.
Digital, with its sheer viability and measurement accuracy, offers better volume and value-oriented advertising. It is noteworthy to mention that digital is expected to grow at a rate of 32 per cent in 2013, much more than other forms of conventional media.
Digital ‘media time’ spending will increase, but not at the cost of conventional media
The audience volatility is subservient. It will stay. But the trend would be such that the total time spent on the digital media will increase, but not at the cost of TV or print. Reason being, the conventional forms of media still enjoys far more reach than the unconventional ones. Therefore, media audience will collectively increase for all formats and hence, marketers can classify their objective with the target group present. Some formats on digital would be effective for certain sectors, but some sectors such as manufacturing will still resort to the conventional forms of media.
Exposure will need to be augmented with experience
This refers to experimentation. Nobody can predict the trend but more experimentation will lead to conclusions. And the marketer who would lead the change will definitely benefit. E.g. the soda stream commercial which poked fun at Pepsi and Coca Cola was rejected by CBS but it generated a lot of buzz for the brand. This was a classic case of innovative experimentation. Such brands would benefit in the year to come, one who break the clutter. Mass campaigns would be the springboard but not the leap.
Industry will value ‘impact’ more and more
This refers to the difference between selling a product and selling a concept. Marketers will gradually need to understand the difference between ‘educating and entertaining’ vs. ‘selling’. Vanilla GRPs will gradually fade in effectiveness. Brand equity will be the game-changer. Brands would need to focus on the customer experience and feedback and not solely on glitzy advertising.