Analysis of Digital Advertising Trends and Strategies in Marketing

This report analyzes the key trends in digital advertising, drawing insights from a Forbes article. It examines the rise of digital video, the influence of social media influencers, the importance of diversifying reach across platforms, the impact of emerging technologies, and the evolution of direct-to-consumer (DTC) brands. The report connects these trends to core marketing concepts, defining advertising and discussing various platforms like digital video and Instagram. It also highlights the steps marketers take in developing advertising campaigns, including analyzing target audiences, defining objectives, selecting advertising platforms, and determining budgets. The report emphasizes the significance of content in digital marketing and the shift towards partnerships with social influencers. It concludes by emphasizing the importance of digital marketing in today's technology-driven environment, highlighting how businesses are adapting their promotional strategies to include social media marketing, digital video, and influencer collaborations to reach diverse customer bases. The report also references several academic sources to support its analysis.

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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).

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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

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objectives or platform used, and choice of media. Moreover, as described in the article
nowadays marketers are not partnering with advertisement agencies rather they are partnering
with social influencers for ensuring that its ads reach vast audiences and in diverse areas.
Another way of maintaining a positive image in the market and building a strong relationship
between an organization and its stakeholders is public relations. Some of the tools of publicity
are news releases, articles, and press conferences. The trends highlighted in the article are also
related to publicity as using digital platforms companies are publishing articles on their websites
and try to hit the social platform using content marketing and if their efforts become trending its
leads to positive publicity. Public relation tools are also some written materials such as
newsletters, brochures and annual reports (Souiden, Chtourou, & Korai, 2017).
Digital marketing is a platform or type of marketing that is used by companies in this
changing environment and technology-driven environment. This is called the internet market that
helps to advertise products and to make people aware of products by using a digital platform
such as websites, social sites, and digital videos. Earlier, marketers used traditional ways to
advertise products and to reach the target audiences that included television, newspaper, and
radio as these platforms help to reach to a larger audience at minimum cost. But at present,
digital marketing changes the way businesses advertise and some trends in digital advertisement
prove to be helpful for companies to reach a larger market at a minimum cost. At last, it can be
said that business is promoting their products through different digital platforms and changed
their promotion strategies and included social media marketing and digital marketing strategies
such as digital video, and partnering with social influencers and all this help in to reach to
diverse customers (Jugenheimer, Kelley, Hudson, & Bradley, 2014).

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Hence, the article review is about the advertising platform and in that digital marketing is
a major tool nowadays that changed the way marketers advertise and most of direct to customer
brands that use the traditional platform of advertising such as radio and print media shifted to
digital marketing and use Instagram, social influencers and digital video to advertise products
and to reach to larger target audiences in the market.

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References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Davis, K.M, (2019). Digital Advertising Trends to watch in 2019 and beyond. Retrieved From:
https://www.forbes.com/sites/forbescontentmarketing/2019/05/28/digital-advertising-
trends-to-watch-in-2019-and-beyond/#3841255e1ee6
Hackley, C., & Hackley, R. A. (2017). Advertising and promotion. Sage.
Jugenheimer, D. W., Kelley, L. D., Hudson, J., & Bradley, S. D. (2014). Advertising and public
relations research. ME Sharpe.
Souiden, N., Chtourou, S., & Korai, B. (2017). Consumer attitudes toward online advertising:
The moderating role of personality. Journal of Promotion Management, 23(2), 207-227.