How has advertising changed? Over the past decade, we have seen a lot of changes in the advertising fields around the world. This is inherently the field with the fastest rate of change. Even in just a few years, many new trends have appeared.
Not to mention in the past decade, we also witnessed the explosion of social networks and the strong development of technology platforms. They are the factors that most influence the change in advertising trends. In this article, let’s take a look back over the past decade, how advertising trends have changed worldwide.
- 1 How has advertising changed in the past decade?
- 2 How has digital advertising changed over the past decade?
- 3 Final words
How has advertising changed in the past decade?
In the past decade, we have witnessed many changes in daily social life, in which advertising is a field directly related to people. In the past ten years, the factor that has changed the most is probably the advancement and breakthrough of technology. It has completely changed the face of advertising, typically the way consumers perceive advertising content.
In the past, consumers would find promotional information about a product or event through newspapers, magazines, news sections or radio-television (TV). Now, all data has appeared online on the Internet. In 2019, people will read news online instead of traditional newspapers or surf social networking sites to update information instead of watching on TV as before.
Many statistics have shown that people now spend an average of 2 hours a day looking at social networking sites. Of course, as consumers’ habits and behaviours change, it has led to a change in the way businesses do advertising.
With the explosion of the Internet and social networks, the messages that marketers want to convey and use also need to change and evolve to catch up with this trend. Ten years ago, marketing content was mainly texted to attract consumers, but it was just broken pieces of information. This method is called “Push Marketing.” This type of content and message will be imposed on consumers, so they will not be interested in it. Instead, they will often turn to another form called “Pull Marketing.”
Simply put, Pull Marketing is a method of attracting consumers to your brand by cultivating relationships with them, developing them over time to make customers love your product or service. Therefore, their content will not be merely articles. Advertising content is now not just text but also videos, infographics, social media posts, images, blogs, E-books and more.
With so many types of content in use today, it’s more important than ever for a brand to be consistent across all media channels. Research has shown that for a customer to trust a business and buy and use their services, it requires an average of ten points of contact with that customer. Therefore, companies need to maintain consistency for those touchpoints as much as possible. Only then can they build trust with customers.
As mentioned above, social media can be seen as a factor that has completely changed the advertising landscape. Social networks have become the most critical communication channel for businesses at this time.
Although it is undeniable that the great benefits that social networks bring to businesses, in recent times, social networks have encountered many problems related to the authenticity of the content. This has led companies to focus more and more on the reputation of the brand.
If in the past, advertising was merely to attract customers’ attention, find a way to let them know about their brand, now building trust, long-term relationship with customers is the goal—the main objective of advertising. With the advent of social networks, businesses have become so fast and straightforward to convey their images and brands to customers.
Every day, consumers have to receive countless information and content from brands on social networks, so they will only be interested and interested in the brands they already know and trust.
How has digital advertising changed over the past decade?
In the above, we have reviewed the remarkable changes in advertising in general in the past ten years. In this part, we will delve into the field of Digital Advertising in particular. The reason Digital Advertising has a separate category is that the scope of this term is extensive. Its impact on the entire advertising industry is huge.
The past decade has marked a breakthrough in the field of technology, creating unpredictable changes in many areas, one of them being advertising, ushering in an explosive era of technology. Digital Advertising. So in the last ten years, what significant changes has Digital Advertising witnessed?
Users turn to use mobile phones
One of the most noticeable changes in Digital Advertising is the shift of users to using mobile phones. With the development of technology, the smartphone is now improved and upgraded with many outstanding features. The phone can now meet almost all user needs, from photography and information search to shopping, all integrated into a smartphone instead of making calls and texting like before. Such a change in habits makes Marketers also have to change and turn to advertise on mobile devices.
The growth of mobile advertising is horrendous. Nowadays, just scrolling through the Facebook or Instagram feed, and you will immediately come across an advertisement. Although Facebook has only launched this ad format since 2012, just 6 years later, 93% of its ad revenue comes from the mobile platform.
That number is a testament to the fact that mobile advertising has become a top goal for businesses. Not only advertising, but companies also have to change their website to be compatible with mobile phones.
Research has shown that more than 66% of consumers prefer to buy on websites compatible with their phones, 50% will not want to visit websites that do not work on phones.
Even mobile site compatibility becomes a measure of Google’s ranking algorithm. All of them demonstrate the importance of mobile platforms in society in general and the field of Digital Marketing in particular today.
Messaging apps are getting more and more popular.
This decade has seen the rise of one of the most versatile marketing channels available today: Messaging apps. These applications have quickly attracted a considerable number of users, the most popular being WhatsApp, Facebook Messenger, and WeChat. All three apps have more than 1 billion global users, and all three are less than 10 years old.
Owning such a large number of users, there is no reason why businesses can’t take advantage of messaging applications as an effective advertising channel, reaching a large number of customers. These applications even allow companies to exchange and dialogue directly with their customers anywhere, at any time. A study from Facebook IQ has shown that 56% of customers choose to text businesses instead of calling now. 50% of customers prefer to shop at places where they can text to find out more and get more information.
The duration for the content has been significantly reduced.
One thing that has changed in our lives is the pace of life. It has become faster and busier, so the demand for content also adjusts accordingly. Consumers are no longer interested in lengthy content like before. They want something short, entertaining, fast, content that focuses on visual images rather than dry text. A typical content format for this trend is Story.
The Story is a 10- to 15-second short video content format, with a lifespan of only 24 hours, but is highly suitable for users’ needs today. Many prominent social networking platforms such as Facebook, Instagram, Snapchat, WhatsApp all have their Story feature. Although it’s only been around for about 6 years, Story has become a popular content format worldwide. A study by Ipsos showed that 68% of Story users aged 13-54 across 12 countries around the world use the feature at least once a week.
Google has become the new “battlefield” of businesses.
Referring to Google in Advertising, people will immediately remember the term SEO. SEO stands for Search Engine Optimization. It has become an essential element in the Digital Marketing of every business. Google holds the majority of market control in how users search and find information on the Internet. Therefore, understanding how the Google algorithm works have become an important goal for businesses.
Simply put, users will not be able to spend a lot of time looking up hundreds of results on Google. They will only search for the top results, so if you want to be found by customers, have a specific SEO strategy to appear in the top results of Google. It includes optimizing the elements for your website, from content, appearance, speed, to mobile compatibility. Owning an SEO standard website is a must for current businesses.
So a decade has passed, witnessing many changes in social life and consumer behaviour of customers. There is also the explosion of technology and social media, all of which have contributed to the changing marketing trends of the past decade. 2021 has arrived, marking the beginning of a new decade, and there will undoubtedly be many changes in advertising trends in the future. So follow our blog to stay up to date with the latest advertising trends.