What will be the new thing in 2016 that will drive promotional marketing? Here are our predictions (with a bit of Zoltar’s help):
- Native ads will be booming – and promotions are part of that mix.
As ad blockers become more of an issue for advertisers and brands, the only logical solution is to turn to more creative ways to get a product in front of people. And that means more native ads. Native ads simply mean using networks of bloggers or sponsored articles or social posts to get the brand-needed exposure without using traditional ads. The trick is to do this so that disclosures meet FTC guidelines, and if any incentives for a chance to win are part of the content that they are done legally. We predict that as more brands look to celebrities and bloggers and content producers to create native ads they will also step up the way they run sweeps and contests so that they include official rules and abide by state and local laws rather than run them as illegal giveaways.
- Snapchat will (finally) become the social platform of choice for sweeps and contests.
First it was Facebook, then Twitter and Instagram and then Pinterest – but we see 2016 as the year of more personalized brand engagement using Snapchat. Why? Well if your demographic is younger than 34 then they are most likely using Snapchat. 200 million of them. Need ideas on how Snapchat could work for your brand – check these 5 ideas out.
- Data security will finally become the big deal it should be.
Data security is important. It has been for years. But here is the thing: when people have a chance to win something they have a tendency to give you any info you ask for – and not all promotional marketing companies collect and store that data securely like Marden-Kane does. In fact, some of our competitors resell and reuse the clients’ data they collect. And because they do that, they can charge less (since they resell the data). But the FTC and the courts in the EU and the US are currently stepping up policies and enforcement. The bottom line: if your brand uses one of these promotion or marketing companies that don’t take your data seriously and things go wrong, either with a lawsuit or a fine, then your brand will pay. It’s time to make sure your customers data is protected before that happens.
- Location based promotions will be the new rage
iBeacons in products and Radio Frequency Identification (RFID) wristbands, cards, and apps will enable brands to engage more quickly with consumers. And since these engagements can be tracked they can convert to points or entries or rewards in promotions. Look for brands to get creative about the way they ask consumers to take action for a chance to win!
What predictions do you have for next year? Let us know! Or if you are interested in making any of our four marketing predictions become a reality for your brand, contact us.
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