ZenithOptimedia says in 2015 new technology will allow brands to create personal experiences rather than push broad-based messaging.
The media agency has pegged 10 emerging trends in its global study, including proximity marketing, social personalisation, and even scent marketing.
“Brands that are increasingly focused on their ‘purpose’ are set to benefit from a range of emerging technologies that will enable them to create more authentic and valuable experiences for consumers,” ZO strategic insights director Linda Tan said.
“Creating personalised experiences across the consumer journey will become critical for brands seeking sustainable return on investment.”
Among the big trends picked out by ZenithOptimedia is the rise of “geotainment” and proximity marketing.
While the two trends have already made an appearance, 2015 is the year they're set to become a core activity rather than an experimental form of advertising.
Telstra is expanding its Telstra treats program this year, which delivers special offers from participating retailers directly to customers smartphones via an app that hand-picks them based on time of day, and the customer location, age, gender, and personal preferences to make sure the offers are relevant to each user.
The campaign was live last year in Sydney and Melbourne last year and is expanding to Brisbane, Perth, and Adelaide this year demonstrating that campaigns untilising geolocation tech is becoming increasingly popular.
According to ZenithOptimedia, it's this type of marketing, leveraging technology to deliver a one-to-one experience, which will come to dominate marketers' thinking this year.
Other trends include scent marketing – the use of scents and fragrances to change moods. It said that book publishers were already starting to experiment with the technology, and marketers would jump aboard the scent train this year.
Elsewhere, ZO tipped a further rise in branded video content targeting online consumers, and brands increasingly running campaigns across multiple types of media as part of a cohesive narrative.
It also said dating-app Tinder had been so successful that millennials in particular were so used to swiping right for like, that brands creating mobile experiences would seek to weave the action of swiping right into their apps.
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