WHEN WAS THE LAST time you bought a newspaper? Over the last few years in Ireland, the media landscape in Ireland has changed dramatically, and consequently, the marketing industry has had to make strides to keep up.
Just last year, readership of some Irish newspaper titles dropped by up to 8%, while Reuters warned in their 2017 Digital News Report that television viewing continued to decline this year in Ireland, particularly among 35-45 year olds.
However, consumers that aren’t reaching for a paper or TV remote are picking up their phones in droves – and the world of marketing has followed them.
Here are five marketing trends that have emerged as the media environment continues to evolve in Ireland.
Does it feel like more and more ads are creeping into your Instagram and popping up in unlikely places like after you watch a friend’s Snapchat story? Well, it’s not your imagination.
In February, dating app Tinder launched programmatic advertising using Facebook’s Audience Network - in simpler terms, brands can automatically purchase ads and serve them to people based on their data. A match made in marketing heaven, if you will.
Earlier this year, Vhi Healthcare shook up the marketing scene when they launched Vee, a chatbot on Messenger which encouraged runners to achieve their fitness goals, asking questions about their running habits and dispersing advice.
Deep RiverRock launched a ‘scan-to-win’ campaign on their packaging that led consumers to contact them on Messenger, launching into a conversation about their prize preferences.
With 1 billion monthly active users on Messenger, it’s no surprise that this is an important avenue for brands to reach consumers, something that’s set to increase, according to AdWeek.
While virtual reality arguably hasn’t become something that all consumers use regularly just yet, it’s been the site of some of the most exciting advertising campaigns over the last year.
Jaguar commissioned an intricate reconstruction of Wimbledon featuring Andy Murray, while Etihad drafted Nicole Kidman to promote flights on the world’s biggest passenger aircraft the Airbus A380. Coca Cola also created a virtual reality sleighride designed for use with Oculus Rift.
One of the many interesting developments that is being discussed right now in relation to the Internet of Things (embedding internet connectivity to everyday items such as watches and lights) is how it’s going to effect the automobile industry.
In the US, General Motors is already working with coupon companies RetailMeNot and Entertainment Book to create something called AtYourService – which will disperse coupons directly to users’ dashboards.
Similarly, Google has revealed wishes to place ads on ‘fridges, car dashboards, thermostats, glasses, and watches’, so it’s a trend that has already captured the attention of some of the biggest players in marketing.
Earlier in the year, a Dublin-based product designer named Youssef Sarhan wrote an article highlighting that an Irish company called Orb Screen has a number of digital advertisement screens that track things like age, gender, facial features and even mood.
Meanwhile this summer, HB launched a location-specific and weather-triggered digital advertising campaign which became switched on when the temperature hit 17 degrees or higher in a number of key locations close to retail outlets.
The world of marketing is always evolving, so make sure your skills are up to date. National College of Ireland offers a part-time MSc in Marketing, providing the skills you need in a time that suits you best. Check out their part-time and postgraduate courses here.
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