It’s the end of another year, which means it’s a time when many companies like to predict marketing and advertising trends for the coming year. Back in January 2017, we predicted that video, chatbots, and personalization was going to be big that year, and our guess was arguably right on the money. Since the McFadden/Gavender prognosticators are clearly as good as any, we’re ready to reveal what will be the five hottest marketing and advertising trends in 2019.
Over the past several decades, new technology has always replaced its predecessor. Video streaming replaced DVDs, which replaced VHS; digital audio files and streaming replaced CDs, which replaced cassettes and vinyl; iPods replaced the Walkman; cell phones replaced land lines; smartphones replaced dumb phones; and online news is in the process of replacing newspapers. Yet, through all these advancements and the obsolescence of many old technologies, radio and television have survived. Radio has been with us for nearly 100 years, and television debuted almost 80 years ago. Why are these tech dinosaurs still here?
Years ago, advertising didn’t contain any element of immediacy. To get an ad in front of the public took time, whether the medium was print, a billboard, or a television/radio spot. Advertising was planned and purchased for the long term. For a company to respond to any event in a timely manner was nearly impossible. In the mid-90s, the internet, followed by the dawn of digital cameras, video, and printing, changed all that.
For Throwback Thursday, we’re looking back at seminal works in new media theory.
Convergence is not a new theory. It has been around for more than a decade. Henry Jenkins’ oft cited work Convergence Culture: Where Old and New Media Collide was published in 2006.