By Pilar Ulecia, General Manager of Marketing and Communication at Starcom Spain
Mary Meeker is a benchmark in the Internet industry with an international respect for her ability to define the main trends in the communication sector every year. At Starcom we believe in the magic of the fusion between individuals and technology when it comes to developing experiences that reach the hearts of people, and we have highlighted three trends for what they mean for the future of our relationship with our customers.
MOBILE and scalable individuality
Mobile will become the main media at the global level. People use mobile phones to make life easier and more enjoyable. Quality content allows us to always be connected and have access to applications that help us in our day to day. In addition, we have the ability as users to block advertising and show up where we want to allow external interactions.
Brands will have to develop experiences that are unique for each person if they want to avoid being left aside by their recipients. This means that without neglecting the scope of mass coverage, the meaning of the action has to be activated at the individual level.
The objective to SELL displaces the HISTORY of the brand
Perhaps the secret is to stop advertising and make easier for the purchase process for users. When we talk about e-commerce we continue to use the phases that the consumer goes through when we talk about traditional selling: Build notoriety, create “engagement”, push towards conversion, and if that does not work we re-impact until the frequency levels are huge and users block us. And all this is reinforced with a disruptive message that is repeated in each space from the media plan. Perhaps we should keep in mind that is what people really expect from e-commerce brands and try to them blocking the ads because it bothers them, and focus on facilitating the shopping experience through direct exposure of their products in mini spaces that allow them direct access to the purchase.
The VIDEO questions the duration of SPOT
In the coming months, the highest percentage of global investment in advertising will be digital and will outperform TV, and that may mean the end of the leadership of formats between 15 and 30 seconds that has prevailed in the last 50 years. We will have to adapt to the different formats demanded by the new consumer and internet user. From 3 to 6 second ads to over 1 hour formats, it’s time to break our obsession with 20 second TV ads and open our minds to new lenghts and versions that fit the nature of video on the internet.