As a Manchester-based digital marketing business, we embrace the opportunities offered by our digital and creative community hub. Some of the biggest and brightest minds in marketing call Manchester their home, and we are no different. When the opportunity arises to hear what others in our industry have to say, we are the first in the queue. On Thursday, 28th of June, a few of our ActiveWin Media team attended a Breakfast Networking Event hosted by Sync, JamPR and Trunk.
What could we have in common with a technology store like Sync and two creative agencies such as WeAreJam and Trunk? A shared passion for technology and how it can be used to improve the creative experience for brands, that’s what.
The hot topic of the morning was trying to decipher ‘How can businesses utilise creative content’. As technology advances at a high speed, creatives not only need to stay on top of the trends but they also need to predict them.
There were a few interesting informational nuggets that we took away from the insightful event, like:
84% of millennials don’t trust native ads
As high as this number seems, it’s probably right. Thanks to all the bogus click-bait out there, most feel that ‘once bitten, twice shy’ applies here. Likewise, this market segment is checking reviews of products before purchasing a product; therefore, trust is a very important element for brands to try to harness.
615 million devices have ad blockers
Again, we can thank the careless actions of some marketers and publishers for making the user experience so poor that it led to this development. Even if your traditional digital creative is amazing, people may not see it, and we can’t ignore this fact any longer.
You can throw in as much brainstorming and planning into scheduling future posts, but marketers need to be aware of reactive content, especially with worldwide events such as The World Cup.
Interactive content rules
This form of content generates twice as many conversions as passive content; therefore, if the users are clocking and engaging with your content, they are more likely to convert online. After all, that’s why we do what we do, right?
360 video stepping up
As much as we love that platforms like Facebook have introduced this new feature, the challenge is to make it personal and draw users attention to where exactly the action is happening in a video.
Although these statistics have shed a light on the future of technology in the creative industries, they have also raised questions. In a nutshell, building original and inspiring experiences for the customers can take up a lot of resources. However, as technology is developing at a rapid pace, users’ expectations keep rising.