Sherry Wang, Agenda Guangzhou
Posted June 30th, 2015
Many advertisers and agencies keep telling their clients that mobile marketing is the next big move in future advertising. As a member of a digital marketing agency, I absolutely agree with them. However, technology changes at the speed of light so that anything could happen in next 8 years. Mobile marketing will be one of the trends in future but definitely not the only one. Following are some of my thoughts about what “advertising” should look like in 2020.
What should advertising look like in 2020? The key words that immediately pop into my mind are “data” and “crazy”. The former shows how advertising industry will enter into a new era which is very different from the traditional world, the later means to what extend this new world could be. I’ll answer this question in two parts, from an agency perspective and advertising itself.
I believe every invention in this world is for the purpose of convenience and accuracy, the same principle applies to advertising. Digital marketing allows user to capture valuable data which brings convenience and accuracy for them in next campaign. However, data is still a relatively new tool in advertising industry, especially in Asia. In my opinion, 8 years later, with the increase of digital campaigns in this industry, agency should all have their performance team to process the data that they have collected from different campaigns. In another word, going digital is the trend.
Along with the digitalization of advertising industry, advertising ideas will become very crazy; at least it will seem to be very unbelievable for us, people who are living in 2012. In 2020, mobile wallet will not be a new idea anymore. People travel around the world with only their mobile, passport is not necessary for them. Or maybe they don’t even need to bring anything, all the information is embedded into their body. When they walk into an airport, the system will automatically check in for them. When they walk pass a print ad, the digital device in this print ad will sent information to the body (similar with current NFC technology). Of course this is just my imagination; it may sounds quite ridiculous for us right now. However, I believe in 8 years’ time, even it is still not common in our daily life; it will not be a crazy idea anymore.
I have shared some of my opinions about future advertising, what do we need to do now for this future? It’s very hard to predict the future, that’s why I never try to do that. Instead of prediction, I like to create the future. Advertisers must understand the needs of customers and sometimes create the needs for them. Apple is a great example of this. They use a simple yet very different angle in their advertising, not like other computer manufacture, Apple is not selling their products by telling the public how great the product is, but rather create a need for customers to let audience know that you will be cool to have an Apple product. This need keeps pulling the customers to purchase from Apple store. A company is most likely to have the first mover advantage on certain products if the desire of those products is created by them.
Other than need creation, agencies should start to equip themselves with more digital resources, for instance, their employees’ ability on digital campaign management. The trend of going digital is there, if any agency stops and refuse to move forward, the fierce competition in advertising industry will eat them all.
Last but not the least, even though “Crazy” is the key in future advertising, there are still limitations. Legal and moral rights should not be neglected when advertiser is trying to be innovative.
In a nutshell, I think advertising in 2020 will change dramatically. Decision focus will shift from base solely on expert experiences into a balance of data and experiences. We should actively chase for the changes not passively accept them.