Emergingtrends have a significant influence on businesses. They can eitherhave a positive or negative impact on entrepreneurs. For a company toprosper especially on advertising, it has to cope with the trendswhether negative or positive. The paper will look to address some ofthe megatrends that have positive effects on advertisers, the mostchallenging to implement, and the most influential on customerdecisions.
Megatrendseffect on advertisers
Advancementof the advertising industry from simple promotional to the primarybusiness model is a megatrend that has positive impacts. industries are currently doing business by selling their products andnot only advertising them. Platforms such as Google and Facebookusually gain when customers click on the adverts [ CITATION Lis16 l 1033 ].
Themigration to extensive mobile usage is another trend. Many peoplehave resorted to spending more time on mobiles than PCs. As perstatistics, the mobile ad revenues double on a yearly basis. In 2014,it had roughly $40 billion in revenues, and it was prospected to riseby around 60% in 2015. In that regard, the Avenue is seen as thefastest growing category. Advertisers can cover wider grounds onmobile platforms than PCs [ CITATION Jon14 l 1033 ].
Socialmedia advertising has emerged as the best option in the currentbusiness globe. It has traversed through countries tremendously.Facebook captures around 66 percent of the worldwide social media.Social media market is bound to grow from $24 billion in 2015 toroughly $36 billion by 2017. Adoption and extension of social mediaadvertising is a positive thing due to its ease of operation. through social media is faster, reaches more people andis way much cheaper as compared to other media channels such astelevisions [ CITATION Lis16 l 1033 ].
Movingfrom a promotional setting to greater business transactions is quitechallenging. One of the primary concerns is security. Thoughimplementation may sound much profitable, setting up platforms toprotect the customers may be quite hard. Hackers and infiltrators arecontinuously growing hence posing significant dangers to customers’privacy. In that respect, internet transactions are derailed byhackers [ CITATION Jam15 l 1033 ].
Anothertrend that is continuously growing in the general population is themovement from “melting pot” to “salad-bowl.” People aremigrating from a clearer or collective identity to separate or ratherdistinctive one. Businesses are continuously using diverse platformsto reach their customers. For instance, they utilize differentwebsites even though the products are similar. In other words, eachcompany wants to use its unique way to reach customers. Thecustomers, on the other hand, are forced to subscribe to differentsites to acquire products. Customers also want to look unique. Thoughit is a progressive trend, satisfying all parties with equity isquite hard [ CITATION Jam15 l 1033 ].
Healthconcerns continue to impact on consumer food purchase decisions. Thepattern requires customers to watch what they are eating anddrinking. Their desire for fresher products that lack additives hasdriven the development of healthier products. People are now moreconcerned with their health and only purchase foods they deem assafe. Such behaviors will push the companies to reconsider theirgoods and services to suit customer preferences [ CITATION Jam15 l 1033 ].
Onlinegrocery shopping has grown by a considerable margin. It is risingswiftly in developed countries even though they are still few. Foodapplications like "human eating project", "Fooducate"among others are championing responsible eating habits. They providea list of restaurants across the country as well as their reviews.Customers can then make decisions on which restaurant suits themwell. From the reviews provided, a consumer makes an informeddecision on a suitable hotel. Other applications also assistcustomers while they shop. For example, Fooducate calculates thenutritional value of each product and informs the customer. It alsooffers alternatives to that particular product. A client’spurchasing decision is down to the nutritional value as calculated bythe app [ CITATION Jam15 l 1033 ].
Environmentand sustainability are another core area. Companies that illustratesustainability of the ecosystem can bond well with the consumers. Theneed to restore the environment and fight the effects of climatechange is a common thing across the globe. People have recognized itis their responsibility to minimize and even eradicate the effects ofclimate change. It can be achieved by promoting change in themanufacturing sector. The choice of what to purchase can be motivatedby how the company promotes sustainability. Environmentalists in someareas have influenced the customers to desist from buying goods thatpromote environment degradation. A good example is the purchase ofivory-related products. Promoting such businesses has intensified theneed for ivory which results in more poaching and killing of wildanimals like elephants and rhinos [ CITATION Jam15 l 1033 ].
Consumerinformation has grown tremendously. As the above trends show,customers are now more aware of what they are purchasing. Informationmoves rapidly through social media among other platforms. If acompany tries to sell an unhealthy product, the information canspread through the social channels affecting customer decisions. Itmay be detrimental to the company but a positive thing for theconsumers. The brands may not all be international, but we have theworldwide consumer who may live in Australia, but shops from Germanyor Japan and is aware of the child labor problems at the tea gardensin Assam where his/her product comes from. A good example of howsocial media traverses at rapid speeds can be obtained from the 2014world cup finals in Brazil. When Germany beat Argentina in the lastmatch, there were more than 618,725 tweets per minute. In thatregard, customers are now more aware of what they are purchasing [ CITATION Jon14 l 1033 ].
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