So we haven’t quite vanquished clickbait, and brands are still making some pretty dubious marketing decisions—yet there’s plenty about the current state of marketing that’s worth celebrating.
We asked HZers to share the industry trends for which they give thanks this holiday season. Read on to explore the exciting breakthroughs and innovations that we hope to see more of in 2017.
Industry Trend: Video Streaming in 4K Resolution
Why I’m Thankful: The best cinema cameras can already shoot up to 8K resolution, so once it gets down to HD, we’ve lost so much information in the image. 4K streaming paired with 4K screens not only gives you a crisper image, it also gives you more vivid colors, deeper blacks, and an overall increased dynamic range.
Industry Trend: Messenger Bots
Why I’m Thankful: AI-powered bots have arrived on social platforms and offer exciting opportunities to engage future and current customers. Line and Facebook Messenger have made it easy for brands to create bots that can facilitate anything from customer service to your next purchase. Whole Foods is using it to turn emojis into recipe recommendations, while CNN will update you on any subject by request.
Industry Trend: Twitter’s Character Count Changes
Why I’m Thankful: I’m thankful that Twitter will no longer count @names and media links in its 140 characters. This will make copywriting (and editing!) on behalf of brands a little easier.
Industry Trend: Decline of Atmospheric Post-Rock in Ad Soundtracks
Why I’m Thankful: It’s still there, but you’re hearing it less and less, and I’m thankful, because I liked this music—until everyone spent the last decade using it, trying to rip off “Friday Night Lights.”
Industry Trend: Live Video Streaming
Why I’m Thankful: It provides users with a real-time glimpse into current events, cultural happenings, concerts, political speeches etc. I’m grateful for it when I don’t have cable but want to watch an important event
Industry Trend: Virtual & Augmented Reality
Why I’m Thankful: The ability to be teleported to another world or have things invade mine is where computing will go in the near future. We will no longer be tied to flat screens, and the internet will move from our pockets and laptops into our world.
Industry Trend: Brands Taking a Moral Stance
Why I’m Thankful: It’s safe for a brand to remove itself from a conversation, but there comes a point where saying nothing comes off as cowardice. Whether it’s Target embracing genderless bathrooms or Ben & Jerry’s support of the Black Lives Matter movement, brands are starting to take strong stances on important issues—and that’s important to me as both a marketer and a consumer.
Industry Trend: Hyperspecificity
Why I’m Thankful: As the industry learns more about how consumers segment themselves, ad content and format can be targeted more appropriately. Ultimately, it means that consumers will see fewer intrusions of irrelevant, annoying advertisements. Hyperspecificity supports better content, wiser spends, and happier consumers.
Industry Trend: Instagram Owning Social
Why I’m Thankful: I love marketing that manages to make the world a more beautiful place, and I think the popularity of Instagram as a marketing platform is encouraging more brands to be more mindful of the creative they’re pushing out, even if just for this one platform. Small victories :)