With the increasing trend of millennials consuming their content through connected devices that results in major swing of audience viewing pattern moving away from appointment viewing on traditional media platforms.
The Advertisers, Marketers and Brand owners are trying to catch-up with this potential segment by constantly re-looking at their ad-spend strategy by increasing their digital spending year by year when compared with their spending towards traditional mediums. In this scenario Jalaj Gupta – Business Head, ADacts Digital Pvt. Ltd has chalked out the following top digital and Mobile advertising trends that will power through in 2017:
Fiberisation and data pack pricing-
Digital marketing in India saw a very high growth rate in 2016 and will continue to expand faster in 2017 because of the entry of cheaper LTE and VoLTE based smartphones in market, and increase of fiberisation and decrease of price of data packs, which will lead to increase in internet browsing time per user. In India, with a push of Digital India Campaigns, we will be seeing a lot more of growth for E-commerce and Digital Payment Services.
New Market Expansion-
2016 saw a lot of Indian VAS Companies making their way into new markets, expanding into SEA and MEA. This trend will continue to grow in new markets in 2017 as well. mEntertainment vertical of mVAS is contributing most of the mVAS services and seems to generate better ROI as well. mVAS marketers have set aside a huge budget for this particular section and this will continue to see a rise as well.
Increased Content Marketing-
In 2017, advertisers will continue to expand with publishers that drive consumers for their required segments and consumers will behave as per advertisers’ wants. Advertisers and affiliates create a need of purchase in consumers through content marketing and brand awareness campaigns; leading to impulsive buying decisions.This trend will continue to hold in 2017 as well.
Affiliate advertising and marketing-
Brands and Mobile App based companies will further prioritize the working with dedicated affiliates and publishers that can encourage app download, high user engagement and in-app purchases. Affiliates are not just working on reward based programs to fulfil needs of brands but they are also driving huge volumes from traditional banner advertisements. Advertisers who will be able to identify such affiliates and publishers who can provide them with the tools they need will prosper in 2017.
Affiliate marketing will become more mainstream and more inclined towards Traditional Banner Advertisements. Banner Advertisers are creating huge volumes of data from users and in turn, users are browsing more with better handsets and the internet. As more advertisers are looking for ways beyond cash-back or loyalties, these traditional ways may provide advertisers such category of users, who are not just using their app for their mere money but who are further inclined towards the purchase out of their need or impulsive buy. This phenomenon will happen only when consumers are surrounded by the need to purchase, which is a very challenging task for any marketer. One help that could come in handy is content marketing but not many Indian companies have been very successful in producing content to keep consumers interested in their brand or product.
