The consumer is increasingly becoming a "customer experiences"

The consumer is increasingly becoming a "customer experiences", that is, a consumer who values, above many other factors, the experience when making the purchase. That is why many brands have focused their attention on different events - face to face - in which they can communicate directly with their target audience.


A more individual TV

More and more households have their TV sets connected to the internet. If personalized advertising has gained much weight in social networks, we may see a similar process on TV, according to addressable TV.


It's time for alliances


After the application, and in 2018, the new General Regulation of Data Protection -RGPD- of the European Union and the new ePrivacy regulation, will neutralize the effect of targeting and tracking on social networks.


If the different players of the digital ecosystem want to take their share, they must put aside certain rivalries in favor of alliances, otherwise it will be impossible to remove something from their piece to Google, Facebook, etc.


Marketing trends: consolidation of agencies

During 2018 we will observe how the big advertisers review their agreements with the media agencies and advertising agencies. Another marketing trend will be to reduce costs and the grouping of different accounts in the hands of a single partner. On the other hand, we will also continue listening to the eternal rumor about the merger of a consultancy and an advertising holding company.

Ideas will gain weight to the detriment of technology
Despite the different benefits of technological development in advertising, and in general, marketing, it is undoubted that marketing trends revolve around original, creative ideas that involve an experience for the consumer. Creativity gains weight again within the marketing strategy.


2018, a year of sports and publicity

In February 2018 the Olympic Winter Games will take place in Pyeongchang -Corea del Sur-, and in June the World Soccer Championship in Russia will begin.

It is a great occasion, both for sporting events, and for brands and advertisers, who could take a juicy slice of the celebration of these events. To the extent that the content of the brand is good, and the way of transmitting it - Storytelling - is as correct as possible, the greater the benefit obtained by the brands of these events.


the IoT is more real than ever

Last year we had a great "bombshell" with smart speakers. 2018 will be the year of smart gadgets. We could find, among other things, new models in the branch of logistics.


The publishing sector is still in danger

It was recently known that the Interviú and Playboy magazines were retiring from the physical publishing industry, and would redirect their efforts towards digitalization. In this area we could also find some mergers or alliances with the aim of generating a greater force.


Social networks are in question

Another of the marketing trends we find is based on problems such as false news or current issues such as "brand safety" that question social networks in 2018. Social networks must make a significant investment to restore confidence of the advertisers, and also of the users alarmed by these issues.