THE TOP 6 MYANMAR MARKETING TRENDS FOR 2017

The entire marketing landscape across the world is changing so quickly that each year sees new technologies and channels displacing the old as top ways for brands to reach consumers. This effect is magnified in Myanmar which is undergoing many of those same changes, while at the same time undergoing an incredible transformation as a country and an economy. As the leading independent advertising agency based in Myanmar, we think we know a thing or two about this, so without further ado, here are what we see as the top 6 Myanmar marketing trends for the new year.

1. Stepping up the game

This is the broadest, most overarching trend, and in some ways everything else can fit somewhere under this umbrella, but it’s important. In the last few years, advertising in Myanmar has been getting better and better. This is true on the creative side and on the strategic. As good advertising becomes the new normal, Myanmar consumers will begin to see the bad ads as out of date and irrelevant.

In 2017, smart brands will turn to experienced marketers, whether inside their company or out. Ads will be more purpose-driven, and will feature production value and creativity that stands out from the rest. We’re not going to take this too far; there will still be plenty of bad ads and boring billboards in 2017 Myanmar, but the trend toward better quality will be apparent.

2. Broader implementation of integrated marketing principles

This one is closely related to the above, but not quite the same. As ads in general get better, they will also be more likely to exist as part of a broader integrated marketing campaign. We’ve been preaching the gospel of integrated marketing — both to clients, and at various workshops to anyone who will listen — for some time now. Other marketers likely are doing the same, as are many of the repats – Myanmar nationals returning home for new opportunities from lives abroad. As more companies see the importance of speaking with one voice across all marketing channels, they will begin implementing integrated marketing principles.

3. A more thoughtful approach by brands to influencer marketing

Influencer marketing is all the rage these days in the West as brands seek help in finding more authentic voices to spread their message. In Myanmar though, influencer marketing has always been a primary channel for big brands. But there are still changes coming here as well. Right now, influencers tend to have little-to-no loyalty to any brand, and companies don’t use non-compete clauses to force this, so it’s not uncommon for a celebrity to be paid to use one product, and then jump ship to a direct competitor just a few months later.

Since contract enforcement isn’t such an easy thing to do in Myanmar, we predict that smart brands will take a carrot approach to this, rather than the stick of legal action. Companies that can provide influencers with more than just a check and some free products will earn loyalty and develop relationships with influencers that last beyond the current quarter or campaign. They’ll do this through creativity, and through really searching for influencers that are a great fit for their brand or product.
For more, see our recent post about Myanmar influencer marketing.

4. More video

This is one of those worldwide trends that is just as important here as anywhere else. There may even be extra demand built in here because until recently internet connections were often too slow or expensive to allow for streaming videos. Add to this the fact that just about every social media channel — led by Facebook — is pushing video harder than ever, and it’s a certainty that more Myanmar companies will be creating more video content in the coming year.

5. More live video

Speaking of things being pushed hard by Facebook, live video is going to see a surge in Myanmar in 2017. The internet speeds are finally there to allow the upstream to work, and the engagement on live video is fantastic. Live creates a sense of urgency, particularly in young consumers to not miss out on something that is happening. Of course the content of the video must be good and brands must figure out that side too, but that’s not always so difficult: Live video combined with a well thought out influencer marketing campaign will be Myanmar marketing gold in 2017.

6. More immersive marketing experiences

Immersive marketing is broader than people might expect, including a lot of different possible experiences. The main ones we’re likely to see more of in Myanmar marketing in 2017 are virtual reality — the cost of a simple headset that pairs with a smartphone is now around $10 USD, and 360 cameras to create the content are shockingly inexpensive; augmented reality — think Pokemon Go, experiences that let people experience the world in a new way using their smartphones; and branded placements in apps — usually things like stickers in chat apps, or custom photo and video filters in apps like Snapchat.

The future looks bright

We’re really excited as an agency for what’s to come in the new year in Myanmar. Incomes will continue to grow, as will consumer choice. That’s probably the surest sign of all that the quality and diversity of marketing and advertising will go up in 2017 and for years to come after that. That’s definitely something to celebrate. Cheers to a new year!