There has been a massive shift in advertising content in the past few years, with brands often using a storytelling technique to relate their messages. It’s an approach that seeks to build relationships with consumers first and foremost, with selling coming second to that. At the core of this shift has been the evolution of the digital world – a world that changes so quickly that marketers have quite a job on their hands just to keep up to speed. There is a host of trends that will influence digital advertising over the next 12 months, says Serena Seunarain, head of reporting & research at Artifact Advertising. And Seunarain advises marketers to consider both the current digital landscape, as well as these upcoming trends when planning a digital strategy. Such strategies need to be relevant to the target audience, and the brand needs to be seen on all relevant digital platforms. Without this, the brand risks alienating an audience base that is open to conversion – or, even worse, ma...

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