#SMTrends2019: Voice, consolidated viewing & unified reporting to grow

Social Samosa
New Update
Brand Marketing trends

Hardik Joshi, Digital & Social Media Head|Brand Marketing, Axis Bank shares Brand Marketing trends for 2019.

Joshi shares his rational discourse and views on digital marketing trends to anticipate in 2019. These predictions include consolidated viewing on digital platforms, Voice gaining momentum and unified reporting being adapted by media companies, and a standardized reporting format coming into existence.

Content and Integrations delivered through VOICE

I am looking forward to larger adoption of voice tools usage at the consumer end, given the growth for digital is coming from Tier 2 and 3 cities in India. Brands have extensively used video on digital for creating native brand stories. Audio stories will make it more cost-effective and will be more personalized since it can be created in multiple languages. Google and Amazon with their promote voice products aggressively and I am hoping they will be open to more seamless brand integrations. Some brands like Flipkart already used Google Assistant effectively to promote this year's Big Billion Day campaign.

Also Read: #SMTrends 2019: 5 prominent Influencer Marketing Trends for 2019

Consolidated viewing on digital

Digital has always had fragmented viewing on digital platforms versus Television which gets consolidated viewing on cricket and marquee shows on top channels. A combination of the amount of promotions done for marquee digital-only content, better quality of data streaming services, better streaming apps and interaction opportunities within reality shows and cricket (especially the IPL and the World Cup) streaming should create higher viewership on digital and hence bigger advertising spends on digital.

Unified reporting

Some large players like YouTube have introduced a the ERL tool to calculate incremental reach for campaigns on digital, I am expecting media companies like Star and Sony to up the game too, independently or in partnership with Nielsen’s and Milward Brown’s of the world to work on a standardised reporting format.

campaign Digital Advertising IPL marketing Media Digital Marketing Youtube cricket Flipkart Brand Marketing Content Google amazon data Campaigns Stories Sony nielsen Services Star Axis Bank shows Companies streaming Tool platforms assistant voice Channels media companies integrations world reporting format views Audio world cup combination #SMTrends 2019 advertising spends Audio stories big billion day Big Billion Day campaign Consolidated viewing Content and Integrations Cup data streaming data streaming services discourse ERL ERL tool Google Assistant Hardik Joshi Milward Brown rational rational discourse reporting format Social media head spends standardised standardised reporting format Unified reporting