The trends for marketing this year have changed consistently and rapidly, in order to keep pace with the high competition in a market that is moving downwards. The fragmentation of OTT television, for example, has been key in the remodeling that marketers must constantly do to avoid being left behind in a market that is growing and changing rapidly. Roku, Amazon, Disney; Netflix TV, Apple TV, Samsung Tize among others are becoming more and more options, each with its own particular application and platform. Obviously more than half of the viewers contract exclusively one, the competition to capture the remaining market will be increasingly greater and competitive.
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Scenarios such as these live day by day marketing, facing new challenges in an accelerated and adaptable way at the same time. The first resource that we will name for the adaptations that marketing must obtain is the: it is to buy through television, after the revolution that has brought the streaming. Different formats are known concretely, such as the secondary shopping screens to which the viewer can subscribe with a click of the remote control, or the so prodigious QR codes to scan with the cell phone. Actually, the first trials with shoppable TV were relatively successful several years ago, but in these times when technology and consumer habits are more expert, they are more aware, making this new option for marketing becomes a possible reality.
Now is a second option and which is the topic to be addressed directly in this publication is the marketing of virtual events, as it is a specialized skill which is based on 3 fundamental pillars: entertainment, emotion and initiative, which as well as in the marketing of physical events develops a brand and also allows to define exactly memorable experiences for the consumer. When making the event, it seeks to give the attendees unique, heartfelt, lived experiences that make them identify with the brand and quickly link with it using the virtual form, the digital form that the fact of not being present ceases to be important, there is a hard work for whoever performs it.
As well as live as from the virtuality, human beings never miss that internal, intrinsic need to interact with each other. This would be a way to make contact without putting at risk, given the pandemic times we are living, it is currently through digital rooms that provide various applications and streaming services, these are the ones that allow to meet, learn and interact; for such reasons marketing virtual events, is an option that every day will take more boom, although the work to do it is greater is guaranteeing a safe strategy for the future.
With the beginning of the Covid-19 pandemic, a great leap was made in the way of delivering experiences to the brand's end consumer, and for this, offline experiences evolved into online experiences so that everything reaches the end consumer without having to carry out complicated searches. It will simply be at home while receiving the online experience allows the brand to interact with the customer directly, without intermediaries, logically creating recall and loyalty through emotions; on the other hand generates an incalculable communicational traffic, in different channels to convene the event, during the event and its subsequent socialization. This strategy of digital events certainly needs a very good preparation and assembly, but it is the vanguard in terms of the new marketing that is practiced in 2021 in order to continue its development.