Internet marketing is comprised of the advertisement of a product, brand, or service. There are a multitude of types and styles of advertising; photo advertisement, promotional videos, discounts and coupons, and logo placement within a famous person’s video, the lost goes on. The annoying advertisements that play between your music and movie streams, pop ups that infest almost every phone game, and the little info boxes littering each social media website around are the product of internet marketing. These advertisements can come through pop-ups from clicking on a certain area on a web page, spam and promotional tabbed mail, and be found on nearly any application on a phone, computer, or electrical device. So, the question is ‘what is in store for 2017’s online marketing’?
Native advertising will become much more popular in the coming 2018 year. Content which blends in with its surrounding natural content are considered native advertisements, like a skittle in an M&M bowl. This style of internet marketing “doesn’t use a traditional ad format such as a banner ad, but includes editorial content such as a blog post or infographic” (Virmani, Ashish). It is due to the natural feel, as if the advertised content is meant to be there, which leads to the content being less annoying that random pop-ups or interrupting banners. Other conventional forms of advertisement which make use of banners are becoming increasingly ignored and detested. Thanks to native advertisements discrete blending with the other editorial content, the detest of those other convention methods by consumers is decreased a major percentage. It is estimated that “by 2021, native advertising is expected to make up 74% of display ad revenue” due to the current, “50% more engagement [when compared to] traditional display” (Top 8 2018 Online Marketing Trends).
Live video streaming will rise to new levels and websites can be expected to contain a lot more imagery. The demand for content to be streamed for media views to access in the exact moments the event, incident, or action are taking place has steadily been climbing in the past few years. Increase in internet streaming speed as well as the advancement of handy mobile devices has aided in fueling the live video stream trend as the appearance of “more and more apps and platforms [that provide] some kind of “live streaming” functionality” (DeMers, Jayson). Social media sites are a leading supporter in the live video streaming trend, with platforms such as Facebook, Instagram, and Snapchat containing stories, a type of live streaming feed for the user to mass-stream to all of their friends and followers. Live streaming is not the only shift from text to visuals, as there is also the increase in “visual navigation, bright colors and “popping images”” (Top 8 2018 Online Marketing Trends).
Following the visual demand increase prompted by live video streaming, the rise of “Immersive Experience” of content marketing and augmented reality seem to be ready to take off. The term Augmented Reality or AR for short, comes from scenes created from computer-generated projections are laminated on top of reality. Prior to 2018, the most notable Augmented reality system which made a significant impact in marketing, is the mobile device game of Pokémon Go. Within the first few months of release “the app earned $10 million per day in new revenue” (Virmani, Ashish). Online marketing brand were given a glimpse at a hot revenue possibility with AR systems, meaning 2018 has an AR heavy future ahead. Alongside AR is another form of fake reality, which is likely to be dominate in the 2018’s internet market, and that is Virtual Reality. Virtual Reality differs from Augmented Reality in that it is an artificial visual simulation, that can be experienced most commonly through goggles and headphone. Instead of layering a computer simulated projection over a reality scene typically through a hand-held device, the user is immersed within the simulation. Both ways create a fake reality thought which has consumers crazed, leading to VR along with AR becoming trending online market valuables.
The targeting of niche markets is also becoming a popular trend within the 2018 online market. A niche market is not very diverse, instead having a very focalized demographic of consumers. Broad advertisements do not always appeal to such market types due to very specific wants which a niche market stands for, so in 2018 brands in the online marketing platform have begun to show signs of centralized advertisement for specific demographics to help reach more into niche markets. In recent years the online marketing platform has been flooded with more and more new companies and brands, while the consumer percentage has stayed relatively stead. Due to the crowed online market narrowing down a products targeted group to a very concise demographic and becoming a niche market is a clever way to keep sales steady or even increase them. There is only one problem which I feel can result from niche markets; due to focusing a product to become relevant to a certain demographic alone is a bit risky, due to the possibility of that desired group not finding the product appealing and not having the fall back of a wider audience range. Weighting the probability of failure against the increasingly crowded online market which can also lead to sales decrease, the risk seems to be worth it. Personalized campaigning and content will definitely be an upcoming trend in the 2018 online market.
Content becoming more compacted and concise is another defining feature in the 2018 internet marketing platform. As the internet expands, more and more websites, web pages, and links clutter the digital platforms. It no longer matters which search engine a person uses; Bing, Google, Yahoo, Baidu, Instagram, even Ask, all lead to an extensive list of web links which more than likely will not even relate to the information being searcher for. Social media streams with endless amounts of content are now as common as blades of grass. When scrolling through an app such as Facebook the content being provided is nothing more than time filler as you scan the material in a conditioned response to the mass amounts of irrelevant content. In order to prevent this conditioned response, the market of 2018 is headed in the direction of “making every line and every word count” with condensing the content as much as possible.