2019 saw the further transformation of the advertising market. From influencer marketing, to programmatic advertising, right through to digital out-of-home advertising – possibilities for advertisers have been consistently growing over the years. More and more channels for customer acquisition are opening up to companies, making the decision for the right media mix and suitable marketing strategy anything but simple.
At the same time, user groups are changing and new, affluent target audiences require a new approach. Generally speaking, the accompanying transformation of the advertising market doesn’t just call for cross-channel solutions, but also more collaboration models. CEO of BCN Michael Samak has summarised five forecasts for developments in 2020 that marketers, media companies and advertisers should bear in mind over the course of the year.
Adidas was the first company to publicly declare that it had over-invested in performance marketing (approximately three-quarters of the budget). Investments in brand communication demonstrated a greater sales impact in stationary retail and e-commerce. A change in thinking is on the horizon for 2020. The contribution of brand communication versus ‘performance’ marketing is undergoing a re-evaluation. Advertising companies will invest increasingly in their brands. That means the comeback of investments in brand-building channels and thus also magazine brands.
Social commerce has developed into a permanent sales channel in China. Instagram, Facebook, YouTube and Pinterest also offer direct purchasing options in Germany. Additional options for selling products on one platform have become available to marketing and sales. Brands like InStyle already facilitate social shopping with its ‘Shop-it’ offer, a unique linking of e-commerce, shopping integrations and editorial content.
Many advertising companies still consider their prime target audience for their communication mix to be the age group ranging from 19 to 49 years of age. In the meantime, the 50-plus generation has become the largest age group in the population with the greatest purchasing power. It’s high time for a marketing approach that centres the requirements of these consumers in an authentic, human and relevant manner.
Publicis paved the way with the ‘Power of One’. Many challenges can only be overcome by means of an overarching approach – whether it’s a user journey that becomes increasingly complex, growing requirements in omnichannel solutions or higher investments in technological advances. Collaboration in advertising holding companies between media companies and firms, agencies or marketers will increase dramatically in 2020 and give rise to new entities.
Isolated posts as part of the overall staging will come under scrutiny. Content created by influencers still offers substantial yet untapped potential for cross-media campaigning. Whether micro-influencers are paired with high-reach platforms or content from macro-influencers is generated and distributed in collaboration with media brands across a number of campaign stages – the use of influencer content will undergo further professionalisation.