The second trend in digital marketing

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Marketing

Marketing
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“Digital Advertising Trends to Watch in 2019 and Beyond”
https://www.forbes.com/sites/forbescontentmarketing/2019/05/28/digital-advertising-trends-to-
watch-in-2019-and-beyond/#3841255e1ee6
By Krystle M. Davis (May 28, 2019)
The article focus on key trends in digital advertising that are digital video takes off, the
influx of influencers, diversifying reach, emerging tech for 2022 and the evolution of DTCs. The
first trend in digital advertising is digital video, as per IAB’s 2019 video advertising spend
report marketers' digital budget has increased by 25% on an annual basis (Davis,2019). In the
US, 74% of consumers watch online videos every week and 41% watch daily. 78% of viewers
watch ads in exchange for digital content and the education segment the content and ads while
watching the video play an important role (Davis,2019). The second trend in digital marketing is
social influencers, as 70% of marketers nowadays work with social influencers for building
large audiences on Instagram. However, this platform does not translate sales immediately rather
takes time to build a brand through an exciting story that helps to convert potential buyers into
customers. Diversifying reach is another trend that focuses on “fewer, bigger, better”
(Davis,2019). Reaching most of the customers through various digital platforms nowadays is a
common thing as choosing a different channel to communicate brand voice clear and consistent
manner. Marketers are expecting a big change in technology in 2022, as 5k technology will
change how consumers use content and digital platforms. Android TV and AI developments
help individuals to interact with ads from anywhere. At last, article includes the evolution of
DTC’s state that earlier direct to consumer brands mainly depend on traditional advertising
method but in 2019 they invested 50% on digital video advertising (Davis,2019).

Marketing
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From article review, it can is identified that digital marketing gains importance in the
concept of marketing to a greater extent. Most companies are using digital ways to advertise
their products in the market. This article relates to the ways or methods of advertising as some
use digital channels and some use the traditional method of advertising. According to Andrews,
& Shimp, 2017, advertising is defined as a paid way to communicate with the target customers
using different channels such as radio, television, internet, magazines, and signs. The article
relates to the platforms that are more used by firms in order to advertise their product and in that
main source is through the internet. This is named as internet marketing or digital marketing.
Few trends of digital marketing or advertising through the internet are described in the article
that is digital video and Instagram. Furthermore, the article includes points that marketers
consider while developing advertising campaigns. Firstly, marketers analyze the target
audience's behavior and characteristics, then define objectives of advertising and set goals that
are measurable, at the third stage marketers choose the advertising platform (Souiden, Chtourou,
& Korai, 2017). Here the article relates as marketers analyses and identifies trends in the market
that help the marketer to choose the best platform so that advertisement reaches a higher number
of customers. Here, the article provided insight into various advertising platforms that are used
by marketers in order to reach the target market and to the aware customer about the product
features (Davis,2019). At last, after selecting platform marketers decide the budget and how
much money to spend on the advertising campaign.
Further, the article also emphasizes the content of the advertisement and for digital
marketing, content plays an important role. Hackley, & Hackley, 2017, said that basic content
and forms of advertising message directly hit to the mindset of customers. As the content of
advertising is affected by product features, target audience characteristics, the advertising