The sectors that came out winning from 2020 were media streaming businesses, mobile gaming and e-commerce propelled forward by peoples’ increased confinement for long periods of time.
As we creep towards 2021, however, our hopes are also tentatively gearing towards normality returning so let’s see what we think the two main trends for brands are:
- Creativity: In order to build unique and engaging experiences the future of native includes, without a doubt, the increasing integration of creative features and assets. Brands were already demonstrating more involvement in how its messages were being marketed but with Covid this process has accelerated, with brands using their in-house resources to develop new ideas when it comes to promoting what they have to offer.
- Flexibility: Given the historical moment we are currently experiencing, flexibility is everything. As distributors of digital campaigns Vertis Media are having to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis, with the brands we work with. In a world in which things are changing at a faster pace than we could have ever imagined before (and that’s pretty fast because we basically lived on-the-go before anyway!) monumental changes are taking place which will affect how people behave. As a company we are supporting clients through a process that needs to reflect and adapt to the change in order to continue supplying users with the necessary support.
There are two important messages that we as a company assisting in the distribution of brand messages need to be sending out right now:
- Reassurance: brands need to let their consumers and audience know that they aren’t just still up and running but that they are, even more so than before, here for the long haul. Brands need to show that they are still able to provide the products, services and offers as they have done before…even in a situation of drastic change as with Covid.
- Innovation: ensuring that how the company is adapting to the current change is being made known to people as this is a demonstration of flexibility and strength at a time when many of our certainties are crumbling.
At this stage, it is impossible to predict what will happen and what our new normal will be. One thing is for sure: gone are the days when companies and brands were able to plan their marketing strategies months in advance.
It is of the utmost importance, therefore, to adopt a strategy that has within it the potential of adapting rapidly to changing messages that reflect the rapid change of the unpredictable times we are living in.
So how do you get started with native and contextual advertising? It’s easier than you think.
With 10 years’ experience, we’re experts in taking ideas, injecting creativity and distributing your branded content to the right audiences with your marketing objective in mind. To get things rolling contact us.