What can we expect from digital marketing market in 2015

The year 2015 has barely begun and the next few months promise a great growth for online marketing. That is because we are facing a more stable period without major events like the World Cup. The industry videos, specifically the video advertising, which already had a high growth in 2014, will continue rising. Witness the popularity of applications for the publication of short videos, as the Vine and Instagram, are winning. From there it is possible to predict how brands can use these features to draw the attention of users. The Brazilian market must also become more mature compared to programmatically media ecosystem, with the arrival of new companies in the sector, for example.

In 2014, we had an atypical scenario and somewhat difficult for the digital marketing in Brazil. The performance of sales and market itself in the first half was far superior to the second, that because the elections, the World Cup and the instability of the economy caused the market receded and very unpredictably. The migration of a few (but large) advertisers for programmatic media has been a significant change in the market, and is necessary for some players to adapt, further emphasizing the importance of this segment will have.

It was expected that mobile marketing was more present throughout 2014, but he did not take off for the branding of major brands, despite being able to create opportunities for different markets and consumer be open to the news. The sector has many applications of advertisers, but the marks themselves are not investing in both mobile as expected. The Forrester says that only 5% of the marketing budget of the big brands will for advertising on mobile devices and in 2015, most brands should maintain approximately the same budget last year.

Despite the economic situation in Brazil is not positive, consumer habits this year tend to migrate to online and, therefore, the market for digital media is expected to grow decoupled way the rest of the economy, which creates an opportunity for the sector to grow more than last year. The major online media properties – portals, especially – are losing strength, on the other hand, independent media, such as blogs, social networks and vlogs, be strong through the programmatic media ecosystem.

With all these changes, be aware of the opportunities is crucial, especially when it comes to marketing content, which goes where the audience is, everywhere where it can look for. With content marketing, combined with the traditional and programmatic media, the market tends to benefit due to less dispersion of information and greater efficiency of the advertiser’s budget usage. On the other hand, publishers with higher quality audience begin to benefit more, as well as the media management change, the value of the audience also changes, ie who has quality audience starts to earn more and who has content low quality, will earn less because the technology knows that this hearing is bad.

In this case, the strategy is based on the fact that if companies deliver relevant information and value to buyers, they end up making the purchase and effecting business with loyalty and loyalty. According to a study by Roper Public Affairs, 80% of people who take the decision to purchase prefer to learn about the company through a series of articles instead of propaganda.

It is important that industry professionals are more prepared. They need to understand more and more the market and its innovations. Therefore, it is necessary to observe much what happens in the United States and Europe, self-taught way, because what happens here is reflection of what happens in those places. The next few months promise great challenges, many of them are already there. And they are good.

Full article: http://corporate.canaltech.com.br

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