5 Advertising Trends To Watch Out For in 2020/2021

The dynamic advertising  world continues to take different twists and turns every year. Advancement in Technology and the shift to Digital are among the various influencers of change in the advertising world. In 2020, the Covid-19 pandemic has thrusted businesses into the deep-end forcing people to get out of their comfort zones to ensure that advertising is done right. In this article we will discuss 5 advertising trends that businesses and marketing professionals should look out for come 2021.

1. Video Marketing

Video marketing is one trend that has traversed different times and seasons going back from the television era. Through videos brands connect with their target markets easily as there is a personal touch of communication. A well crafted video ad has the ability of passing information in a fast, interesting and efficient way. In this day and age people are looking for the easiest ways in which they can gather information. Advertisers are taking advantage of the large user-base of the social media sites and the provision of video uploading options such as on the stories, TikTok Videos, Instagram Reels and Youtube. 

To get the most from videos, create a strong call to action so as to direct your target market to what you want them to do after they watch it.

2. Personalized Advertising

There is a famous saying that goes, “ People will not care much about you until they know how much you care”. Advertisers should do wide research about their target markets so as to understand exactly what they want. Research will help you to find out which people to show a particular ad and the right time to show them. Understanding your client base will enable you to craft messages that are personalized for them that have a higher chance of converting them as opposed to generic messaging. An example would be Display Targeting which provides people with very specific display ads by taking their interests and used keywords into account.

3. Influencer Marketing

The growth of social media platforms has led to the development of influencer marketing. This is expected to grow over the years as it provides your target market with real life experience with your products or services before they can actually purchase. Working with influencers enables your business to obtain a wider reach, better brand awareness and backlinks to your website. Find those that will create relevant content for your industry and outline clear expectations.

4. Content Marketing

“Content is King” said the former CEO of Apple, Steve Jobs. Content is one way of extending a hand of gratitude to your customers. A good content marketing strategy includes content that adds value to your target market besides trying to sell your products or services. It is about identifying a particular problem that they could be facing and clearly outlining ways in which they can work towards that. Create content consistently so as to develop a loyal customer base. Ensure that your content is relevant to your industry and can be used to solve a particular problem.

5. Programmatic Advertising

Programmatic Advertising uses Artificial Intelligence to automatically buy ads that target your audience more specifically. Due to the automation involved it is faster and more efficient than traditional advertising. The increase in advertising channels has made it difficult for advertisers to keep up hence reverting to programmatic platforms that are capable of using lots of targeting signals for personalizing advertisements. It is a combination of big data processing, technical skills and automation. 

Are you a marketing professional that is looking to take your career to the next level? Register for the APA Week 2020 in Conjunction with International School of Advertising (ISA) which is poised to be the largest virtual event in East Africa. Get nuggets of wisdom that will enable you to create disruptive campaigns and Take on Tomorrow confidently! 

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