For marketers and marketing technologists, it is in our DNA to understand changing consumer behaviour, and to recognise trends and innovation responsible for behaviour change. The impact these trends can have on brand communications is something we observe and interpret on a daily basis. Being “always on” and living in an “attention economy” has resulted in a mobile first strategy for most consumer brands. We’ve selected 3 trends for 2020 that we believe will influence the world of hyper-content and ensure that brands continue to play a more powerful role in our lives than ever before.
3.2 billion images are shared every day. (Source: brandwatch).
1. Content optimized for voice search
With virtual assistants including Amazon Echo and Google Home, a mainstay in many homes, many brands are now optimizing their content for voice search, with full sentence parsing rather than word-by-word search. With 20% of all searches now done through voice search (Google), the market is in the ascendency. A recent PWC report, suggests that 71% of respondents would rather use their voice assistant to search for something than physically typing their queries.
The smart speaker market, enabling voice search is set to rise to $23.32 billion by 2025” (Source: allied market research).
2. Dynamic content streams
Dynamic content streams have been available for some time, but 2020 will see another level of maturity, underpinned by dynamic creative optimisation (DCO). Effectively real-time personalised display advertising, not just relating to the individual’s requirements but also to the context of the transaction. It’s a whole new level of personalisation. Allowing brands to customise ads to a shopper’s precise requirements. Underpinned by machine learning, ads can continuously change based on knowledge of the consumer. DCO, a form of programmatic advertising, uses multivariate testing to optimise the creative content displayed, in real-time.
3. Extended reality
The exciting world of “extended reality” has been playing in the shadows for some years now, slowly generating greater investment as the technology catches up to concept and creative. However, brands are now starting to take greater risks relating to Mobile Augmented Reality (MAR) and fully immersive experiences, to better facilitate the scarcity of attention among their target consumers. As devices become more powerful, capable of rendering high-quality visuals, coupled with more investment in associated technologies including gesture recognition, the extended reality market will become a key channel for many brands looking to push the “immersive experience” boundaries.
A recent study by Katherine Le states “mobile AR revenues reached US$3 billion in 2018, by 2022 it will reach US$75 billion.
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By Anil Noorani, Managing Partner, TKM Consultants