This is what digital marketing will look like in 2018, according to Kantar Millward Brown
Posted: Tue Jan 07, 2025 6:47 am
Kantar Millward Brown , the world’s leading research agency focused on brand growth, has released its Media & Digital Predictions for 2018. Kantar Millward Brown has been issuing predictions for ten years that serve as a guide for marketing professionals to face the challenges and opportunities of the future and plan their investment and strategy in digital marketing.
Communication between brands and people will continue to evolve rapidly , increasingly distancing themselves from traditional media. New opportunities will emerge that will allow brands to tell stories , entertain using innovation, and experiment with voice-activated digital marketing. As a result, brands will start the story, moving away from an ad or campaign-driven orientation and looking for new and inspiring ways to tell their brand story with content.
In addition, branded entertainment will take centre stage , with more and more brands using short and feature-length films to communicate their messages across a host of platforms. Voice command, on the other hand, will encourage the adoption of smart devices, which have not yet landed in too many homes, provided that manufacturers can overcome the divide between devices .
“The challenge with non-traditional forms of advertising is how to prove their senegal phone number effectiveness , regardless of whether their objective is to generate more awareness, change perceptions or take action,” said Fernando Sánchez, Director of Media & Digital at Kantar in Latin America. “The impact and return on investment can be compared directly with other brands and with behavioral metrics, so brands must be clear about their objectives and consider how to measure effectiveness early in the process.”
On the other hand, thanks to the improvement in audience validation within closed platforms and the development of new continuous learning technologies that allow for intelligent decision-making based on results, audience segmentation will continue to grow . The consumption of video content will continue to grow on OTT (“Over the Top”) platforms , which have less control, and brands will reach their customers through them. This means the emergence of new challenges and opportunities in TV and multiplatform measurement . The measurement of these platforms is the new challenge, challenging the status quo of marketing every day.
Communication between brands and people will continue to evolve rapidly , increasingly distancing themselves from traditional media. New opportunities will emerge that will allow brands to tell stories , entertain using innovation, and experiment with voice-activated digital marketing. As a result, brands will start the story, moving away from an ad or campaign-driven orientation and looking for new and inspiring ways to tell their brand story with content.
In addition, branded entertainment will take centre stage , with more and more brands using short and feature-length films to communicate their messages across a host of platforms. Voice command, on the other hand, will encourage the adoption of smart devices, which have not yet landed in too many homes, provided that manufacturers can overcome the divide between devices .
“The challenge with non-traditional forms of advertising is how to prove their senegal phone number effectiveness , regardless of whether their objective is to generate more awareness, change perceptions or take action,” said Fernando Sánchez, Director of Media & Digital at Kantar in Latin America. “The impact and return on investment can be compared directly with other brands and with behavioral metrics, so brands must be clear about their objectives and consider how to measure effectiveness early in the process.”
On the other hand, thanks to the improvement in audience validation within closed platforms and the development of new continuous learning technologies that allow for intelligent decision-making based on results, audience segmentation will continue to grow . The consumption of video content will continue to grow on OTT (“Over the Top”) platforms , which have less control, and brands will reach their customers through them. This means the emergence of new challenges and opportunities in TV and multiplatform measurement . The measurement of these platforms is the new challenge, challenging the status quo of marketing every day.