Employing digital media trends as a communication strategy for designing advertising campaign (A case study on advertising campaigns in the Egyptian market)

Document Type : Original Article

Authors

1 advertising dep.,faculty of applied arts, damietta university, damietta , egypt

2 Advertising Department - Faculty of Applied Arts – 6th October University - Cairo

Abstract

Digital media became a source of inspiration as it allowed marketers to identify the needs of the prospective consumer, facilitating direct communication with them, and creating an atmosphere of participation and familiarity between the product and the recipient, in addition to that it help in designing advertising campaigns in terms of its richness in topics that explode from time to time (what we call trends), and this allowed advertising designers to employ that trends that explore on those mediums to use as a communication strategy to advertise their products, and benefit from their fame and spread among a huge number of consumers using those mediums in a very short period of time . And by this way they can build an emotional and mental link between the trend and the products they advertise.

Through in this study, researchers try to develop criteria for employing this phenomenon and measure the importance of its use by measuring the recipient's ability to recognize the used trends that evolve around them despite its type. And the extent to which it is remembered through a questionnaire that follows the scientific criteria for measurement.
The research concluded that the validity of using this innovative strategy (trends) for some products but not for others, and for certain type of audiences.
Setting criteria for using trends in editing advertising ideas and employing them by the advertisements makers, which will increases the effectiveness of the advertising message and make the recipient more susceptible to and interact with this type of advertisements.

The research follows the inductive approach in addition to the deductive approach to identify the phenomenon under study.
Key words: digital media, advertising strategies, trends, social media

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References

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