Develop and Apply Knowledge of Marketing Communication Industry
Develop and Apply Knowledge of Marketing Communication Industry
Develop and Apply Knowledge of Marketing Communication Industry
communication industry
(with next 2 slides, students please
explain what can be the future trends of
the marketing communication industry)
Trends in Marketing Communication
1. Ad blocking will continue to grow
Users that use ad blockers are no longer a small group that can be ignored in the marketing strategy.
Between June 2014 and June 2015, the number of active adblock users grew by 41%, reaching 198
million users around the world. In UK alone this number increased by 82% and in US - by 48%. Even
though, ad blocking users represent only 6% of word's Internet population, advertisers should be
aware of the massive cost of ad blocking that is expected to reach $40 billion by the next years.
4. Influencer marketing
Consumers, especially the young ones, often don't trust brands any longer. Corporations no longer
have a big impact on customer behavior and their preferences. Traditional advertising is not effective
as it used to be a few years back. People use ad blocking and if not, they unconsciously tuning
traditional ads out.
That's why Internet users are more willing to trust a favorite blogger rather than a recommendation
from a brand. Thus, bloggers and other influencers have the power of shaping consumer opinions.
They are more credible to today's audiences.
Word of month has always been a valuable source for customer acquisition and retention. However,
with social media development it moved to a different level. Recommendations have no longer one-to-
one character. Everyone with Internet access can reach out to broad audiences. If a user happen to be
influential on social media, he or she has a powerful weapon of shaping customers opinions in hands.