Nowadays, when the digital technologies have occupied all the spheres of our life, it is difficult to imagine that there will be any innovation in the advertising market. Marketing seems to have reached its very top, and there is nothing to be invented and surprise the audience. However, everything develops, and advertising technologies are constantly being improved. It sometimes seems that the advertising is just everywhere, but believe us – this is just the beginning. Sounds scary? Let’s see what we should be ready to in the digital future.
Have you ever been in the situation when a song is constantly playing in your head? We will never believe you if you deny it. The American Psychological Association has recently published material on the phenomenon of intrusive melodies. As it turned out, those have common features, rhythm, and repetition. Advertisers are expected to elaborate similar “tunes” to catch the minds of the wide audience.
The Chinese company has recently debuted with its own understanding and suggestion for the smart house, with smart appliances in it. Among other things, it demonstrated the possibilities of device advertising by demonstrating their unique features. For example, a washing machine can notice that you run out of powder and offer to order a product of the same brand that you used before. A smart refrigerator will ask you to order food of the same brands.
Many companies are already using drones to shoot videos for commercials, while others are promoting virtual reality campaigns with them. For example, some Singapore company was involved in the trial with collecting personal information of people via Wi-Fi. Afterwards, these data were used in super-personalized advertising.
Personalized Advertising on Radio & Television
Advertising on radio and TV is still the main source of income for many companies, whether their specification is. However, it will not be a general approach in the digital future. For example, advertising of wedding rings will be displayed only to people who are going to marry soon. Technology for advertising personalization for motorists has been already developed and is now in the process of implementation for television. It will analyze what kind of advertising the viewer switches and what one watches till the very end. Based on this information, the system will set a specific “personalization rule.”
Unfortunately, buyers themselves do not mind telling marketers what product they are interested in and are often unable to explain what specific feature has aroused their interest. Here is where psychological marketing can be of service. The approach allows for gathering information on objective indirect reactions, without taking into account a personal opinion of the audience. Based on the new data, the advertisers will launch the campaign offering people the information they consider valuable.
Considering everything mentioned above, digital advertising of the future will not be intrusive and boring anymore. Pure personalization, customization, and a customer-oriented approach will be the main features of the digital marketing in the future.