If there’s one app that was at the heart of ephemeral marketing , it’s Snapchat. Ephemeral content is content that disappears after it’s been viewed (or after a maximum of 24 hours) and owes its popularity to Generation Z (those born after 1995). Ephemeral content isn’t intrusive, but it does reinforce the feeling of exclusivity, need to act quickly and fear of missing out (FOMO) – the motto of Generation Z. It also fits perfectly with the trend towards authentic branded content.
After the initial success of Snapchat, Instagram and Facebook quickly followed with their stories as a comparable social tool. Stories do not automatically appear on the timeline. Despite the fact that the user must first actively click on the story, the stories on Instagram are viewed en masse. To illustrate: a campaign for Instagram Stories by Mercedes Benz UK reached 2.6 million unique users (see the example below).
Not pushing, but triggering curiosity with disappearing content. This makes ephemeral marketing an extremely fascinating new form of marketing. In addition, we notice that ephemeral content is also becoming increasingly conversion-oriented. For example, we see an increase in sponsored stories on Instagram and Snapchat has already introduced a pixel code to measure user behavior. Ephemeral marketing is here to stay in 2018. The challenge is to combine the fast, stimulating with a strong message. Without too much substantive information of course.
Knowing where your target audience is. In 2018, philippines mobile number list we are taking this literally. The trend of location-based marketing (LBM) will continue next year and will further narrow the gap between online and offline. Location-based marketing uses the locations of your target audience to make contact at a time and place that is relevant to them. The form this takes varies greatly: from sending push messages with discount coupons as soon as a consumer enters the store to showing Facebook ads during events and concerts.
The bridge between offline and online
But it doesn't stop at online. And that's where the future music sounds. Location-based marketing offers opportunities to bridge the gap between the online and offline world. That means - in addition to mobile advertisements - also entering the field of vision of your target group offline. Preferably as personalized as possible and cross-device: from billboards to smartphones. Are you at Leiden Central Station and have you missed the train? The coffee shop on the corner lets you know, at that very moment, via a Facebook advertisement that there is a discount code for cappuccinos today.
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These new applications are closer than you think: ING has already experimented with this concept with advertisements on digital billboards in various cities. The message on these billboards was identical to the advertisement that was shown on the mobile screen of the user who was nearby at that moment.