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RESEARCH, ANALYSIS & TRENDS

connection of the devices to the Internet offers the Micro-influencer
unbeatable advantage of financially exploitable
continuous control. This means that attractive rental Influencers have become an integral part of social
models, that relate to actual usage and remote media marketing, since the opinion makers on
maintenance contracts, can be arranged - which are YouTube, Instagram, Facebook and other social media
usually more profitable than revenues from a one-time can make an impact on purchasing decisions –
sale. For the customer they are more attractive due to regardless what target group you have in mind. But
their seemingly better service and a more honest cost when a certain popularity is reached - measurable in
structure, resulting in new business models. followers or subscribers - the relationship between
effort and yield of the influencer adoption worsens,
Clouds and IT platforms since countless copycats join the loyal core target
group. The broad mass tends to have too little potential
Already two out of three companies rely on cloud for a marketing campaign due to waste coverage - and
services and in 2018 it is expected that these services thus wasted budget. If the motto "mass instead of
will be increasingly mission-critical applications and class" has prevailed so far in Influencer Marketing, a
entire IT infrastructures, based on hybrid systems from new orientation is emerging: Even influencers with just
public clouds such as Amazon Web Services and about 10,000 followers will be relevant this year. Due to
private cloud. "Public" is more likely to store the data their specialization, they manage to reach the right
and systems for which the fastest availability is critical, target groups with a high degree of trust and avoid
such as in-cloud apps or streams. For privacy and waste coverage.
compliance reasons, private clouds store sensitive data
and critical applications, such as IT security services In addition, there are a number of existing trends that
and firewalls. Programmatic TV is also promising, will evolve in 2018, such as proximity and location-
simply because more and more TV sets are connected based marketing, chatbots and language assistants,
to the Internet. The program and advertising broadcast which are constantly developing new skills and usage
takes place via Hybrid Broadcasting Broadband TV, in fields, shifting marketing communications from social
short HBBTV, which currently allows to show media to messengers and short-lived content à la
personalized banner ads, but still no automated Snapchat.
advertising spots played via adservers in advertising
blocks. But according to the programmatic software Also conceivable are completely new trends, which
provider dataxu, Programmatic TV will prevail in 2018 nobody can imagine right now, since they still have to
with the anticipated HBBTV 2.0 introduction. be brought to life by new start-ups. We’ll see what
happens.◊
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia