Malaysian Digital Marketing Consultant on The Future of Advertising
It appears that recently, businesses have begun to accept the phenomena of digital marketing. Large corporations especially are making moves to shrink their offline marketing budget and dumping a huge chunk of it into digital channels such as the social media and the like.
The innovation of science has inevitably led to the birth of new ways to reach out to the audience. Even many years ago before the invention of television, newspapers were the main channel of advertising. Printed ads, however, had to share that used-to-be-so-big slice of cake to the television as it became more affordable and accessible to families with average income.
Today, with the advancement of technology and the constant need for mobility, smartphones are becoming more significant in people’s lives, that even “smartphone addiction” is starting to be considered as the “millennial disease”. But in this article, we’re not going to discuss the problems of mass smartphone addiction. Instead, with a piece of mind from Aliff Mazli, a digital marketing consultant based in Malaysia, we’re going to touch on the shift of trend and how it is affecting businesses, and where to go next.
The Mobile-First World We’re Living In Now
Smartphones: Weapons of Mass Communication
What makes smartphones such a hit? The answer is a no-brainer; it’s because they are portable and convenient. Smartphones make it possible for us to have access to unlimited information no matter where we are. Plus, the emergence of kick-ass apps such as Facebook and Instagram makes it easier for us to connect with the outside world and share our experience. Nowadays, that’s where the attention is. It is really just something inevitable and until someone figures out how to come up with something way better that could kill smartphones, we’re just going to have to go with the flow. Now, even giants like Google have begun to adopt the mobile-first mentality that they even rolled out mobile-first indexing.
It’s Important To Know How To Be “Native”
To be “native” means to be able to speak the language of online users of certain platforms. For example, Facebook users and Instagram users have their own “language”. That’s why sometimes we will realize that certain types of ads may not work on one platform, but gets more engagement on the other. Instagram’s language is beautiful images. We have to be able to “speak” it so that whenever our ad is being served, people would actually stop scrolling and check it out. On social media platforms, a formal tone is no longer effective. Marketers will need to be fresh and amusing. What’s better, inject the element of virality in it – and yes, virality can be engineered.
How Long Will This Last?
First of all, nothing lasts forever. However, technology shift is not as simple as it seems. Yes, the newspapers are outdated, but today, you can still see people reading them. The same goes for television. We do still watch them. Most people who criticize and say they’re no longer relevant at all are mostly on the producer side, not consumer side. It is when we really try to evaluate things by simply taking a closer look around us and see how our friends and families behave, the existing platforms are still there to stay.
To say how long is very difficult. However, we can pretty much say that a technology’s lifetime depends on the lifetime of its users. Newspapers are still being read today because we still have people growing up with it. Perhaps, they might be gone by the time the generation that used to read them are no longer in this world. Smartphones? Well, they’d be heading the same direction too, unless someone speeds things up by inventing something out of this present world – like having devices and functions embedded into our body and being gadgetless.
A Sneak Peek Into the Near Future of Advertising
Virtual reality and augmented reality – that’s the near future. While these two have distinct features, they’re both about blending the virtual world with the reality and creating a new kind of experience for people. This is what businesses should start considering to invest in. They could still be at the beta stage now, but judging by the pace we’re going with technological advancement, mass usage seems to be only a couple of years ahead of us.
Visit aliffmazli.com for more insight on digital marketing.