With the changing times, there have been many new trends in advertising, marketing and branding that have generated new hope in the coming days. The key thing is that the digital media, social media and influencer marketing (AR) have laid the foundation for it! Increasing importance of new trends on advertising market and the impact of technology on advertising is most important. Now it is not enough to just advertise in newspapers or on TV. The new trend is to advertise your product on social media and digital media.
Figures show that the print media market is growing at 8%, TVs 12% and digital / social media 24% per year. In the coming years, the market of digital and social media will grow faster! There is a direct reason for this, where the advertising agencies will look at the consumer, they will try to influence him. It is decided in 2019 that this is the most influential area.
In 2019, the advertising brand of Hot Trends will focus on digital and social media. The area with the highest expansion will be digital media. According to the environment which appeared in 2017, digital, social and influencer marketing will dominate in every case. Advertising of ‘ART’ i.e. ‘Augmented Reality Technology’ in 2018 will have an impact on the market.
In the coming years, there will be increased interference of video in the advertising world, which has also started in social media. This reduces the distance between the brand and the consumer. Apart from this, Regional Players will also be seen in this field. But, the focus of every brand will be on digital media. The smartphone has reduced the distance of the brand-consumer. Estimate that in 2019, digital marketing will grow 25-30%. That’s why reaching the brand’s consumer has been easy.
Approximately 12 to 15 million people in the country are people who use the internet. More than three crore people are online every day. Apart from this, there are about 5 to 6 million people using social network in the country. Most of them are on Facebook and LinkedIn. About 70 percent of all people who use the internet also watch videos related to reality shows, movie trailers, advertisements etc.
There are more than 10 thousand internet cafes in the country. Apart from this, there are about 20 million mobile phone connections in the country, of which about 15 percent are smart phones, which have internet facility. These figures look very broad in their own right. But, when seen from a 1.2 billion population perspective, they are not as widespread. So, when digital media is viewed as a supporting medium, it is not surprising. However, it is to think that whether we have the right scale to measure this expansion and in what case will the digital media adopt a bigger format sooner?
It is astonishing to see how fast the media market is changing. Remember the 80s, then at that time the print media was dominant in India and there were only two government television channels. It was owned by Doordarshan. In the 90s when liberalization began in the economy, the television industry grew rapidly and suddenly the television was dominated by the media world. Until the rise of luxury and premium brands in the new century, creative people of the print media have been confined to promotional advertisements.
Talking about the end of the 90s, mobile phones were a luxury that used to be used by a particular section. Today is mobile in every hand. It has become common for SMS to respond in response to any program. If the digital scale is widely defined and the Internet and the mobile are included in it, the entire landscape of communication can be seen changed. It would be something like this that happened because of television in the 90’s. This change can be any moment. The mobile and computer screens can be very fast and medium of communication and mutual discussion.
For most marketers, spreading message to more and more consumers has been a major work. In the past two decades, branding has helped him with the strength of the mass media. When the Internet emerged, people associated with the mass media considered it a better medium of communication on a personal level but its strength was more. The most successful program based on the youth on MTV is ‘Roadies’. It started 10 years ago as a reality show. However, in 2008 MTV decided to take help of social media keeping youth in mind.
Today there are 37 lakh fans on Facebook. Whereas, it sees two million people on television every week. This page called ‘Roadies Battleground’ was started so that consumers can be kept connected even when the program is not being broadcasted. But, it managed to create a different identity of itself. The success of ‘Roadies’ is a proof of how far the access to digital media and social media is!
Digital media in politics
The politics of victory and defeat in politics is now being done by PR (public relations) agencies and digital companies. He is now teaching leaders and workers the art of capturing public relations campaigns and public pulse. It is said that the players of politics are quite clever. But, now, those who are behind their tactics and those who make strategies come forward.
Now companies with digital and social media are becoming helpful in politicians’ politics. If this is seen then this trend is a bit upset for ‘politics’, but, like the youth in the country is increasing.
It is also necessary to change the trend of politics. Because, when every sector of life is being corporatized, it is necessary to put politics out of the old fashion.
PR is the main work of ‘Public Relations’ companies, ‘Branding and Image Buildings’ to create a positive image in leaders or party society. With which to support his ‘electoral fair’! Regarding its functioning, PR companies are able to create a positive image of their client political party or leader in the minds of the public or target audience.
So far, the voter knew his leader only with name and face, but now these companies place the leader’s positive side and his activity in front of the people, which is necessary. It is done through both social and digital media. This is most likely to be done by the party or the leader, whose program, image, ideology, activism, and workmanship are introduced in front of the people. In the coming years, if the whole election is to be fought on social and digital media then it should not be surprised.