Our world is constantly evolving.
If you have trouble believing this, just check out the social chatter from a few weeks ago. It was dominated by users who were describing some of their interaction experienced with technology during South by Southwest (SxSW) festival. Hot trends included virtual reality (VR), robotics, 3D technology, and artificial intelligence (AI).
Many of the latest trends are debuted during technology summits such as SxSW. They have become a breeding ground for gaining an insight on where technology will take us in the future and some near-term experiences that are at hand! Think of the annual auto shows. They perfected the creation of consumer desire for the latest models and features. And don’t forget the research and technology heavy sessions which are readily available at these events. These allow advertisers, marketing agencies, and the tech industry an open forum to explore, discuss, and imagine unique propositions on how to use the multitude of platforms out there.
In addition to the information that can be gleaned at festivals such as SxSW, there is a plethora of marketing opportunities that can be exploited. When events of this magnitude happen, they allow for a steady stream of organic content. Plus, there are many advertisers who take advantage of the opportunities onsite in addition to online experiences that are curated. Below are thought-starters to consider:
- Using vertical video versus horizontal; early results are showing higher engagement/completion ratios.
- OTT (over the top) devices, such as Roku, Chromecast, and Amazon Fire are seeing a slower adoption rate by the masses.
- Think mobile. This may finally be the year of mobile (An industry joke—it was predicted that each in-coming year was the year of mobile!) Well, mobile has been seen as the main driver of growth within the digital advertising space, so maybe this is finally the year of mobile!
- Long-form mobile spots are beginning to obtain traction. It was once thought to be taboo having a video longer than 10-15 seconds. Long video would be an automatic turn off for any target audience. Now, there are some surprising initial data about videos running 20+ minutes are realizing higher completion rates. Something to keep in mind.
As one can ascertain from the above, a marketer must always been in-the-know. Staying abreast of the evolution of technology and its uses can be daunting. But remember there are always ways to get quick facts. There are always means available that provide a shortcut and reduce your learning curve.
Attending events such as SxSW or the Consumer Electronics Show (CES) can provide a quick download of the latest trends and technological advances. Also, you can read a variety of white papers that are free to download from industry experts or suppliers.
Regardless of the process you employ, just be sure to do something to stay in-the-know and keep your business marketing plans moving in the same direction the trends are heading.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
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