Well, a new year is upon us and aside from the new year resolutions, we can fully expect that our online advertising world is going to change dramatically. So what are the big changes you should expect, prepare for and even study? Well, I will take you through them.
Oh man! This news is seriously bad news, but hey I thought why not let you know about the most critical change that is going to severely limit the way we do digital marketing. If you don’t know about GDPR, I am sorry to destroy your blissful ignorance, but it is the end of digital marketing as we know. It is the General Data Protection Regulation. This regulation started small time in 2016 and was really designed to stop ad tech fraud. But now it has morphed into a behemoth that threatens how we do digital marketing. The GDPR cuts down the way we gather and use personal data of people on the web. I wish they would have made an exception for advertisers, but the EU quickly realized that this exception could become a loophole for fraudsters. This nasty regulation stops the capacity to personalize advertisements and we know that personalization has become a cornerstone of digital marketing space. Now we are going to discover other modes. Fortunately, abstract context based digital advertisements still work. But fear not, this regulation only works in the EU, so if you are working for companies outside of the EU, you can breathe a sigh of relief.
Although I would not expect us to be sitting peacefully for too long, as other nations are planning to mimic GDPR. Do a Google check to find out if your country is planning to follow suit and if so prepare to learn context based digital advertisements.
Transformation of Influencer Marketing
For those of you in the know, we have witnessed that influencer marketing is no longer as effective as it was a few years ago. Earlier in the golden days of influencer marketing, life was easy. Influencers used to recommend our products and millions of unsuspecting customers have bought it, now though the game has changed. The consumers have wised up, they have become suspicious even paranoid. Now any recommendation is met with accusations of being a shill or questions of about the genuine nature of the influencers. Thus, a lot of influencers are backing off because they feel that their reputation is at stake, and rightly so.
Thus, it is time for how we do influence marketing to transform; it is no longer going to be easy as it used to be before. What is being discussed now, is that the products should become part of the influencers storyline. In essence and influencer interacts with his audience over a period of months, giving his opinions and exposing his life and major events. Thus us digital marketers must tailor make our adverts to fit into the influencer’s profile and life events. That gives a seamless look to the advert and keeps the accusations of being a shill far away. Unfortunately, this is a lot of work, much more than we are used to but hey the game has changed and we must swim or sink.
If you are not familiar with this style of advertising, then you have been missing out on a major evolution in advertising. Native advertising is adverts that blend in with the webpage that it is being used upon so that it does not appear to be an advert. A great example is the ads you see on Instagram. They appear just like a regular video but are instead an advert. The great thing about this format is that it does not bother the user. It does not invade his experience of the app or webpage he is using but instead blends in with his experience and fits into one cohesive whole. The big drawback of Native advertising is the beginning of setting it up as you will need to personally match the format of the platform or webpage you are using, expect a lot of tweaking and reworking the first few times you try it out.
Well, recently we are all beginning to use video adverts. Most companies have already stopped using text and static images. And if you are one of the few people who still do use static images, man you are in the stone age. Get out there and adapt, because multimedia ads are already taking it one step further. Now across applications advertisements are becoming interactive, especially in the gaming segment and market. Plus even the now common video ad is miles ahead of static images because it can convey a broader range of emotions, imbue a bit of storytelling to the AdWords. This is a quantum leap, as big a leap from billboard advertising to tv advertising in the early ’50s.