1. Native Advertising Will Continue to Grow
In-content advertising, or advertising within digital content, is becoming a hot commodity. If you follow the digital marketing trends, you will notice many established brands are dipping their toes in the water, testing out their services within digital content, such as blogs and social media posts.
Though there are many challenges associated with in-content ads, such as measuring the effectiveness of advertising content, native advertising will continue to be a lucrative option for digital marketers.
Experts predict that digital marketers will grow increasingly familiar with in-content advertising as a whole, and gain a better understanding of its many forms and functions. This familiarity and understanding will then be applied to other forms of digital marketing, such as search engine marketing (SEM), and mobile marketing, making the following advice from industry experts highly relevant:
Advice From Industry Experts
“In my opinion, 2015 will be the year of native advertising. Marketers will learn to embrace the trend and use it to their advantage.” – Mike Michalowicz, Founder of Michalowicz Capital
“I believe that native advertising will continue to grow in 2015 as marketers try to find more creative ways to engage consumers on digital properties. Native advertising complements paid advertising, as it allows marketers to target the right audience without worrying about reaching those that have already shown interest in their products or services.” – Lisa Gundermann, President of Gundermann Communications
“I expect to see more brands exploring the opportunity for in-content ads due to increasing customer engagement and increased trust in online content. The upside is that in-content ads allow for greater customization and targeting—which can improve the effectiveness of paid ads.” – David Ovaness, Co-Founder & Creative Director, Future Inc.
Experts suggest that marketers must approach in-content (native) advertising with a strategy, rather than a ‘spray and pray’ method. If a brand or business does not have a clear strategy in place for in-content advertising, they could end up wasting considerable amounts of money, and lose customers along the way.
2. Click-Through Rates Will Decline
Though advertisers have enjoyed high click-through rates (CTRs) in the past, this is slowly changing. As the economy begins to recover and people have more money to spend, advertisers are facing a challenge. People are no longer as likely to click on paid advertisements as they were in the past.
Similarly, social media platforms are seeing a decline in the average number of times users engage with content, whether that’s through clicks or likes.
While the above stats are certainly cause for concern, they are not entirely unexpected. After all, in this day and age, people are learning to avoid marketing messages and advertisements, and focus more on content that’s relevant to them.
Experts predict that consumers will grow more discerning about what content is relevant to them, and decide to ignore many adverts. This will inevitably lead to a decline in CTRs and an increase in adverts being ignored by consumers—not what advertisers want to see in the first place!
The below tips from industry experts will help promote greater consumer engagement, and ensure that your paid ads are not ignored:
Tips From Industry Experts
“Make sure that your ads complement the content that users are consuming. Consumers are focused on the content, and the ads should match or complement that content, instead of being annoying or intrusive. It’s all about attention — if your ad breaks the attention of the user, it will be considered a failure. ” – Lisa Gundermann, President of Gundermann Communications
“Use text, links, and buttons to engage users where they are, and make sure that these elements are not just there for decoration. Some users may have accessibility issues, or simply not have the chance to focus on ads while consuming content. Make sure that your ads complement the content, and do not take attention away from it. ” – David Ovaness, Co-Founder & Creative Director, Future Inc.
“Marketing in 2025 will be different to marketing in 2025. Consumers have more power than ever before in the marketplace, and brand marketers need to understand how to engage with their audience, and discern what resonates with them, and what doesn’t. ” – Mike Michalowicz, Founder of Michalowicz Capital
3. Mobile Marketing Will Rise As Platforms Evolve
Though desktop computers and laptops remain the most popular device for accessing the internet, the number of mobile users is increasing, and it’s not a trend that’s going to slow down anytime soon.
The popularity of mobile devices makes it the best and the most convenient way to reach a potentially wide audience. This popularity has driven the growth of mobile marketing (MM), a type of marketing that involves marketing a brand or product on a mobile device.
MM is also popularly known as ‘mobile marketing’, although this term can be applied to any kind of marketing done on a mobile device. The two terms can be used interchangeably, and are not meant to be used narrowly.
MM benefits from the large audience that mobile devices offer. Marketers can easily target audiences based on location, device, and network—all of which can help increase the odds of a consumer showing interest in a brand or product. Though mobile marketing can be very effective, it’s also a bit more complicated than traditional marketing methods.
The platforms that power mobile marketing also power other types of digital marketing, so understanding how they work is essential, as is an awareness of the many challenges that come along with running an ad campaign on a mobile device.
Tips From Industry Experts
“Mobile marketing can be tricky. You need to ensure that your ads are not too aggressive, as this could turn off potential customers. You also need to make sure that the content that you are promoting is delivered in a way that customers can easily understand. ” – Lisa Gundermann, President of Gundermann Communications
“With mobile marketing, you are competing for attention against large banner ads, YouTube videos, and social media feeds. The goal is to get your advertisement in front of as many people as possible, to drive sales. However, this means you need to make sure that your advertisement is not too flashy, or loud, as you do not want to appear aggressive, you want to appear interesting and engaging. ” – David Ovaness, Co-Founder & Creative Director, Future Inc.
“The success of a mobile marketing campaign heavily relies on the quality of the content that you put out. Make sure that the content is informative, and encourages the reader/user to take some sort of action. This could be signing up for your email list, making a purchase, or sharing your content with others.
Along with the above predictions, experts also provide some advice on how to succeed as a digital marketer: