How the present is defining the future of digital advertising?

The professionals of marketing have always known that the pay per click advertising is the future of online marketing. The present is confirming this trend and is showing that the online world is changing. If you want to outrank your competition, you need to pay to play. The only way to guarantee high ranking search results is through paid-for-posts and bidding for keywords.

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Larry Kim (2015), in his article Three Trends that will change the future of online advertising had predicted that the Rise of Identity-Based PPC marketing, the automation and the Convergence of Paid/Organic Teams will shape the digital world.

The identity-based pay per click marketing is the most effective tool in content promotion, according to the author. It is not only crucial to maintain and keep the current audience invested, but to create a larger audience. Pairing identity with behavior and demographic filter allows to target people with super specific ads. Marketing automation is the second trend which is providing an excellent perspective to convert prospects to customers while allowing companies to save time on repetitive tasks. Finally, Larry Kim highlights the convergence of paid and organics feeds towards more creative ways to reach the audience. Content remarketing , detailed in the article as a form of online targeted advertising, gives the opportunity to amplify the content among the right segments, increases brand-recall and generates qualified leads and sales (Kim, 2015). 

The article provides an interesting point of view that confirms that in digital marketing, the content is the key of success. Once the company has created that engaging, perfect content, social media, PPC and content remarketing are rapidly converging. The final winning team requires the ability to fill in the performance gaps with integrated paid/organic teams.

What digital shoppers want

Someone could think that trends are imposed by catwalks and stylists but this research conducted by Google reveals that the main character is just you: every time you click on E-commerce platforms you show which your preferences are. The latest Google Fashion Report explains what people search and buy, “Military chic”, “Free spirit” and “Ready wear” are the biggest fashion drivers in two different geographical areas.

https://www.thinkwithgoogle.com/intl/en-gb/articles/fashion-trends-2016-google-data-consumer-insights.html

“Fashion may have gotten fast, but consumers have gotten faster”

Google gives a snapshot of styles, helping people in their shopping whenever they want.

The trend has changed a lot, considering the fact that in the past women dressed for men, now they are looking more like men and, at the same time, men are looking more “feminine”. The “military chic” trend is the result of this new evolving trend.

Starting from 2010, in the UK and in the US researchers for Bomber Jackets grew continuously and endlessly about 297% YoY and 612% respectively.

Indeed, the way in which people search reflects style evolution and for sure it is useful to enter some key words, starting from style, gender, size, age and, of course, colours and materials.

People looking for a comfortable, stylish and adaptable clothes, for this reason, off-the-shoulder tops and dresses leads the trend in the UK and in the US.

The free- spirit style is another fashion trend: ready outfits such as jumpsuits, playsuits two-piece dresses and co-ords. This trend appeared in the British market in 2013 and two years later these phenomena reached the US market in a huger way. Why? Nowadays, people need something easy to wear and fashion, at the same time. Moreover, you can feel comfortable and well dressed at the same time. It is interesting how, in the US, celebrities influenced the new trends, in particular Taylor Swift between 2014 and 2015.

“HOW” people search reveals opportunity

 In order to understand consumer’s attitudes and needs, brands have to analyse search data:

1) Parents are looking at the same time for stylish kids-wear and “adult versions” for them.

2) “The walls are coming down”- women and men are embracing the same style.

3) People want always more personalization.

4) Comfort and functionality are the leading trend for every occasion and activity in order to be always fashion and to adapt the same outfit during the day.  

The research shows 2016’s fashion trends in order to understand consumers needs and willingness to buy. We all know that we live in a frenetic and chaotic world where life is getting always more complicated, full of different events and occasions during the same day. This is one of the main reason for which “easy and comfy clothes” are the new trend: people can feel like wearing pajamas but look cool enough for work and leisure.

Mattia Boscolo and Livia Lovari