Creative marketing is alive and well. Technology is touching everyone’s lives and opportunities for getting your brand in front of your audience are only increasing. Here are three creative platforms to watch in 2019 and beyond.
With the onset of smartphones and other smart devices, voice-activated technology is becoming mainstream. Adweek estimates it to be a $600M industry next year and $40B within two short years after that. Currently, it’s primary use is for search, shopping and music. We’re also seeing voice show up as transcribed phone messages. After all, who wants to type or text when you can just ask a digital assistant?
It’s an emerging platform not without its challenges. Technology that supports voice-driven analytics remains in its infancy. For example, voice UX still has something to be desired (i.e., “I’m sorry, I don’t understand the question.”) Also, brands now have a new component to introduce. In fact, future brands will be defined more and more by your brand’s “voice.” In fact, the day will come when your brand’s voice will be as recognizable as your logo.
But you might be asking the same question as millions of eager businesses, “Alexa, voice is great. But how do we capitalize on voice technology in our advertising campaigns?” As with new all new frontier, the opportunities are limited only to your imagination.
You may need to adjust your SEO strategy to accommodate for voice. For example, when asking a digital assistant, customers use natural language. This opens up an opportunity for more detailed, long-tail keywords. Also, voice searches on Google are an estimated 30 times more likely than text searches to be action queries. And, since voice is built for a mobile platform, there’s never been a better time to ensure your online presence is mobile friendly.
Video, video and more video
OK, so technically, this is three V’s in and of itself. But truth be known, the internet is gobbling up video as fast as we can produce it and all trends suggest it’s only getting bigger. Reading is so pre-2000. More and more consumers want to watch their content.
Video has been and remains the most powerful medium to evoke emotion. And emotion is the basis on which consumers make purchases.
In recent years, video has expanded at a mind-blowing rate to support the frenzy. The market has no shortage of fresh options, including: vertical format, aerial, cinemagraphs, GIFs, 4k, 360 video, VR, animated memes, live broadcasts and more. It’s a far cry from the days of standard-definition analog Television.
Consider the following trends:
- Television is the future of the internet. Everywhere we turn, folks are trading in their cable bill for a $9 Hulu, and getting more personalized experience.
- Whether you like it or not, you are now a media company. The future economy rewards companies who produce valuable, relevant content and video is at the heart of it all.
- Press releases are utilizing video when pitching stories to media outlets.
Take a look at your current video strategy. Are you taking advantage of all the new types of video? Since social video generates 1,200% more shares than text and images combined, you’re likely not doing enough. Also, make sure you’re tracking your analytics so you can compare the results of your video posts to your text/photo posts.
VR isn’t just for gamers
The gaming industry has embraced VR technology but hang on to your seatbelt as new opportunities pour into the market, giving businesses a fresh platform on which to connect with their customers.
Virtual and augmented reality have been around for many years, with early headsets dating back to the 1960s. It’s only recently that they have entered the main stream. Their purpose: remove physical walls and connect people regardless of location. Hugo Barra, vice president of virtual reality at Facebook believes it’s no longer a matter of if, but when. Facebook expects the tipping point for this will be when there are 10 million people on one platform.
Some of the upcoming ways companies are embracing VR include, employee trainings, practice surgeries, education (VR professors), exercise (cycle through anywhere in the world) and, of course, virtual walk throughs for homebuilders to name just a few. Imagine your sales team going into their next presentation armed with VR goggles and a virtual experience.
Leverage the power of VR to draw your customers in to your brand to have an experience that takes them to a new realm. If you’re not sure where to start, you can start by posting 360-degree videos (a lesser form of VR) on your social media feed. Here are 20 other ways companies have been harnessing its impact.
These three platforms offer unlimited opportunity if you are innovative and bold enough. Like all marketing, they are just tools and are only as powerful as the user and the brand behind them. Tools come and go, brands remain constant. Make sure you don’t compromise the latter for the former.