Keeping up with the demands of technology is an arms race. For content creators, that race determines their success in the market. Emerging media trends seem to change with the wind, which can make it a challenging task to both be adaptive and stay on brand. Quality content and staying up-to-date at the rate that media production occurs can be seen asinine at times.
Exploring the impact of emerging media trends on content creation and media planning is one way to confront these issues head-on. So, shall we?
Quality And Speed Seem To Coincide
The pandemic changed everything. Traditional B2B selling moved online. While online shopping for B2C isn’t something particularly new, content usage (namely interactive content) increased by 207%, according to Mediafly. Audiences have been driven online more and more, and competition has gotten stiffer with the improved accessibility to technology.
Standards for producing quality content are key because, with everyone online, their options are unlimited. Yet, the rate at which you must offer something is not slow by any means. An emerging trend in itself is to be overly accessible to your audience. Allowing for the absorption of new trends they care about.
In fact, according to Statista, 62% of companies believe that being “always on” or around for their customers is critical to their success.
Is AI Taking Over Your Job?
AI has dominated the tech and media news cycle lately. Mostly centering around the idea of producing different media types without human intervention. But AI has also been around in marketing content strategy for a while. Just consider email sequencing and targeted marketing campaigns.
But the presence of AI has led to more delegation than it has to job loss as of now. Mundane tasks are less necessary to carry out, leaving more time for creative tasks such as content planning.
It’s worth noting that AI is here to stay. Currently, it’s estimated at 100 billion U.S. dollars. By 2050, that number will grow by an estimated twentyfold. That leaves the market at 2 trillion U.S. dollars.
Programmable Ads
Advertising is a lot more dynamic than it used to be. Before advertising was in a newspaper, magazine, or on a billboard. Now it’s moved to the digital space. But it’s gone even further by being able to target the right people with the right ad. Because of this real-time bidding for ad space has become popular. It’s a win for advertisers as well as for the brand.
Brand Pivots Are More Common
Different media trends pop up much faster than they used to. Their life cycle is also shorter. This pushes brands to pivot quickly to keep up with the trends without losing their brand integrity and image. Content pivots, such as the desire for audio formats, are a perfect example. In 2006, 22% of the U.S. population was listening to podcasts. By 2022, that number grew to an astounding 79%. Being able to produce content in this format was vital.
Social awareness for important causes is another trend that has sent brand marketing into a frenzy. The Harvard Business Review noted that in its survey, 53% of consumers felt it was a company’s responsibility to voice their opinions on public issues and lead by example. This has led to the idea that customers are a part of the business and family.
Not only should they have feedback directly on your product, but they want to make sure you align as “friends” on beliefs too.
Personal And Conversational
One of the major brand pivots that are happening is moving to podcast and live audio/video. This is because it allows their audiences to feel more personal with the brand as if they are a part of the conversation. Themes that are relatively still on brand are talked about, but the listener may feel like they are getting something educational or for free for their loyalty.
Brands Are Looking To Partner Now More Than Ever
Sharing the audience is a concept that really came to light with social media and influencer marketing.
While ads and sponsored campaigns were always a part of marketing, they became much more accessible to those beyond The Kardashians and famous supermodels of the world.
The numbers are said to be as high as 93% of marketers using influencer marketing strategies to promote their brands and products. Celebrity endorsements and reality TV were the modern way of influencing until Twitter, Instagram, and Facebook became a part of mainstream media. Anyone who had been able to acquire a following due to their engaging content was also able to promote the product on their social channels.
House Marketing Services
Because SEO is constantly updating along with media trends, out-of-house marketing is becoming increasingly popular. In fact, it had an 11% growth increase projection by the end of 2022. By being able to outsource content creation and SEO digital strategy, brands can leave that to experts while focusing on what they do best—focusing on their product.
What’s Next?
Part of the benefit of hiring out-of-house marketing is they get to stay up to date with the trends. Influencer marketing, sharing audiences, and technological advancements are here to stay. So what’s next?
A focus on lead management is certainly in question. Better digital marketing strategies mean more opportunities to reach larger audiences. With quality signs of engagement, it helps brands identify their leads for the buyer’s journey.
If there is anything that is for sure, it’s that the media digital landscape will constantly change.
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