Kantar: Main trends in the marketing industry in 2019

Keywords

KOL, vertical video, artificial intelligence, ARVRMR

Excerpts from the text

Kantar, a well-known consulting company ) released a report on the 12 major media trends in 2019 (Media Predictions 2019). We have selected 5 trends for you to help you understand the new changes in the marketing industry.

First of all, social KOL marketing will shift from pursuing traffic to pursuing quality.

Second, vertical video will become a new trend in video advertising.

Third, the big screen will make a comeback, and it will be bigger and better.

Fourth, technologies such as augmented reality will begin to change consumer purchasing paths and consumer experience.

Fifth, the era of subversive "chaos".

Company Profile

Kantar is one of the world's leading data, insight and consulting companies, and its parent company is the global communications group WPP Group. Through its professional brands and more than 30,000 employees worldwide, Kantar provides comprehensive research and consulting services to clients in 100 countries around the world, providing them with inspiring research insights and business strategic planning. Kantar Accumulation has provided services to more than half of the Fortune 500 companies to date.

Think tank perspective

There are 12 main media trends published by Kantar. We will talk about a few of the mainstream ones with you. People engaged in the field of marketing must have a higher degree of acumen and insight than other industries. The market ecology is constantly changing, especially with the rapid development of the Internet, this phenomenon is even more verified.

Under the influence of science and technology, the popularization of artificial intelligence, big data and other technologies has directly and indirectly affected the media marketing investment in many industries.

The evolution of electronic technology has changed the mode of advertising and reconstructed the changes in the scene. For example, Luckin Coffee appears in a large number of screen advertisements next to elevators, with images, sounds and soundtracks at the same time. It uses brainwashing techniques to forcefully enter our lives. This can be said to be a communication of sound, light, sound effects and visuals. It is difficult to remember even if you don’t want to. . The above-mentioned advertising form is more effective than traditional paper media. At least it makes you aware of this coffee brand.

Let’s pay attention to these five mainstream trends of Kantar, discuss them, and understand the new changes in the marketing industry together.

Social KOL marketing will shift from the pursuit of traffic to the pursuit of quality

KOL (Key Opinion Leader) is the key opinion leader on the Internet and is the "Internet celebrity" we often hear, and They can be seen on many platforms. These are phenomena generated by the development of the Internet. In today's society, most people have smartphones. It is extremely easy to take photos, short videos, etc. and share them in a dedicated personal account anytime, anywhere. As a result, more and more people are beginning to use social software and other platforms to publish news and become media professionals themselves.

Although KOL does not have high crowd coverage, it has a highly sticky fan base. Even if it does not have high traffic, it can grasp high quality. The biggest advantage of this is that it does not require advertising costs. And it is a live advertising sign in itself, and some people will even pay you to help them promote their products and build awareness.

Vertical screen video will become a new trend in video advertising

The popularity of smart phones and the Internet has greatly changed the public’s viewing habits. Everyone is generally accustomed to watching videos in vertical screen , the most typical one is a short video of 3 to 15 seconds. Advertising copy with text and pictures is far less effective than a short video shot by an amateur internet celebrity. That is why most advertisers and brands value this selling point and use short videos. Video recording and broadcasting marketing types are springing up like mushrooms after a rain.

The big screen will make a comeback, and it will be bigger and better

With the progress and development of mobile terminals, the big screen is also following up, from the past 2D and 3D viewing to VR and AR , the realization of MR one by one also gives users a new and novel experience and feeling. Such changes are also the result of extension in response to the advancement of digital technology, which can be said to be a gift from technology.

The latest data from the UK shows that smartphone sales growth has stagnated; tablets are now entering a recession; smart TV penetration has grown rapidly from 10% to 40% in four years.

Technologies such as augmented reality will begin to change consumer purchasing paths and consumer experiences

In the past, the public’s consumption habit was to go to stores to select products, and they always felt that “seeing is believing”, but this Thinking has obviously become a myth in the 21st century with the development of high technology.

The report believes that augmented reality and virtual reality provide new opportunities for consumers and marketers. For merchants, there can be more diversified and new sales channels combined with technology. For buyers, in addition to trying new things, they can experience a different consumption process from the past.

For example, IKEA uses these two technologies to allow consumers to see the effect of furniture placed at home, and at the same time, consumers can purchase it online with one click.

The era of subversive "chaos"

According to the article, "Social media platforms have become trading platforms, e-commerce websites have become advertising media, and advertising media have become content production For example, data scientists become advertising people, and advertising agencies become technology companies.”

Consumers are still an important indicator of brand production and research and development, and the main force driving the evolution of the market ecology is still buyers. However, marketing strategies need to be followed up and adjusted in a timely manner in response to factors such as technology. supporting measures and plans, but the general direction and principles will basically not change much.

What are your thoughts and practices on media marketing trends in 2019? Everyone is welcome to discuss the data pool below. Today is the weekend, I wish you a happy holiday and see you next time.

Data Pool

Which aspect do you think will be the mainstream marketing trend in 2019?

1. KOL marketing will shift from the pursuit of traffic to the pursuit of quality

2. Vertical screen video will become the new trend of video advertising

3. The large screen will Comeback

4. Technologies such as augmented reality

5. The era of subversive "chaos"