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Research Outline
Prepared for Perrin G. | Delivered June 10, 2020
Online Advertising Trends
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Goals
Support client pitches to promote digital marketing services via providing insight on the leading trends in online advertising. The research should be based in the United States and/or be case studies of unique strategies companies are using.
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Early Findings
Digital marketing contains
four elements
: outbound marketing (search and display advertisements), inbound marketing, social media networks, and the mobile revolution.
Much of digital marketing is about being
transparent and authentic
, since reaction is real-time and is always on. To maintain the level of engagement needed on digital, brands have to be clear about their
goals and values
. This is especially important in the time of "cancel culture".
Some
questions
that need to be asked are, What are our goals? What platforms should be used? What is the content strategy? And finally, is the organization really built to talk to an audience in real time?"
The top four platforms are YouTube (used by
73%
of US adults), Facebook (used by
69%
of US adults), Instagram (used by
37%
of US adults) and Pinterest (used by
28%
of US adults). However, usage varies wildly by demographic. For example,
67%
of 18-29-year-olds use Instagram and
42%
of women are on Pinterest- almost double the average for those platforms.
Trends
Consumer Privacy
: Initially making news due to Europe's GDPR, California soon followed suit with its
privacy law
which went into effect on January 1 of this year. Even Apple has felt the winds of change and created an ad based entirely on selling privacy.
Short Form Content
: Tiktok continues to be unstoppable, and Quibi has just burst onto the scene as well. IG stories, FB stories, and Snap are also alive and well. Short form, personalized content will only grow in popularity.
Shoppable Posts:
According to Instagram,
90%
of their users already follow active shopping brands. Shoppable posts lessen the friction between the user and the purchase moment, making conversion- and measurement- much easier for brands.
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