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.
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.
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.