Trends, by nature, come and go. This is especially in copywriting and digital marketing. While it’s important to keep pace with these trends, it’s also essential to make a call on which methods are (and aren’t) worthwhile for your company or clients. There are several trends that continue to mould and shape the practice of copywriting. Let’s explore a few.
Buying behaviour is changing
People are becoming skeptical about advertising because we are so overloaded with advertising messages that we have learned to ignore what doesn’t interest us. As so much of it doesn’t show a meaningful understanding of our needs we choose to avoid it whenever possible.
Getting access to information is now much simpler. The consumer is more knowledgeable regarding products as well as their background information. If you look back on your own experience of buying a car or a computer, by the time you get to the shop or showroom, you sometimes know as much about the product as the salesman.
Advertising doesn’t need to provide information as much as it did in years gone by. And this makes it even more important to connect with the audience in a relevant way. We consume media differently. We read the news on our cellphone, listen to the radio on our computers and watch movies on an iPad. Media is now so fragmented that the choice of where the communication happens has now become an integral part of creative thinking.