4 Shifts In The Dynamic World of Marketing

John Partilla, marketing

Entertainment and media are always changing, and with these changes, we notice that many are documenting and tracking the incredible shift in trends. Healthcare, retail, and entertainment are experiencing a digital transformation that’s altering the way we communicate, connect, and consume product-enabled technology. Forbes reports, we binge watch, but we also binge buy and quickly make health decisions thanks to available platforms, such as ZocDoc.

There are other interesting ways media has transformed ad marketing thanks to the actions and habits of users.

Multitasker and Multichannel-seekers

Users seek a complete viewing experience, allowing them to enroll themselves in the entertainment experience through the delivery of user-generated content. Live tweeting events, and live streaming proves that it’s a challenge to only sit through a television show or movie without conversing on social media. The use of hashtags helps marketers to keep their eyes on the user-created content and the GIF reactions that accompany them.

The Maturation of Artificial Intelligence

Between 2015 and 2025, the project for AI expenditure is supposed to increase from $350 million to an astonishing $30 billion. The use automation and computing abilities are being paired with the performance strengths of humans, according to Forbes. AI can help with image recognition, language processing, speech recognition, and deep learning, which impacting entertainment, and media.

The Curation of Content

Amazon and Netflix have mainstreamed curation, suggesting to the public what they might want to purchase or watch based on the history of service use. Through analytics, the public instantly offered a plan on how they might spend their time or money, and this works because it’s often products or series that customers find enjoyable.

The Inventiveness of Wirelessness

The cordless nature of new devices has remodeled the way we consume media. The movement away from traditional cable companies, and newfound additions to Netflix, Hulu, and Amazon, or even YouTube, is far less expensive for users. For this reasons, specialty packages and smaller bundles are replacing traditional deliverables.

Some other things to consider: the emergence of virtual reality and intelligent advertising. VR, AR, and MR are still in their infancy, but the potential is untold. Blended experiences can be exceptional for those interested in immersive opportunities. More than that, traditional product placement is a thing of the past. We’re not too far from the day that we’ll be able to purchase the dress a pop star is wearing by merely clicking on the screen.

Experience and engagement are, inarguably, the most authoritative points of marketing when it comes to personalization and digital transformation.


For more information on marketing transformation, read the following Forbes articles: “Top Six Digital Transformation Trends In Media And Entertainment,” “How Shifting Communication Trends Are Impacting Digital Transformation,” and “Top 10 Trends For Digital Transformation In 2017“.

John Partilla, CEO of Screenvision, is a marketing industry executive with more than thirty years of experience. He’s held executive positions at numerous institutions after graduating from the University of Delaware with a Bachelor of Arts in Business Administration, as well as earning an MBA from Columbia Business School. Please visit http://JohnPartilla.net, http://JohnPartillaNYC.com, and http://JohnPartillaMedia.com to learn more.