The world of marketing is constantly changing and what worked two years ago may not cut it anymore.
Across social media, online, radio, television, even checking the weather and news, consumers are being bombarded with ads everywhere they look, and standing out amongst your competition is becoming increasingly challenging.
It’s important to change as trends change, and that’s where we come in. Here are just a few of the trends affecting the world of marketing:
- Targeted, Personalized Marketing One size does not fit all, and the same goes for marketing. Personalized campaigns are on the rise, and their messages will vary based on the purchaser’s unique behaviors. According to a this report, targeted calls-to-action have a 42% higher view-to-submission rate than those that were the same for all visitors.
- Knowing Your Purpose As millennials gain buying power, there has been a noticeable shift in brands focusing on things like company values, sustainability and social purpose. A study by the Economist Group found that 79% of people would choose to purchase products from a company that operates with a social purpose. Get people talking about something that matters and relates to your product/service and you will drive sales.
- Educating Consumers People do not want to be sold to, instead, they want the option to buy, and knowledge is power. By educating consumers on an issue that matters to them, you are empowering them. This builds credibility and establishes you as an expert. In return, they are more likely to become loyal, repeat customers.
- Video is King Video content marketing has taken over, and if you aren’t using video in your marketing plan, now is the time to do so. Check out our recent blog on why we love video.
- Live Chat/Chatbots It seems more and more websites you visit offer a chat feature. That’s because it works. Consumers can chat instead of spending time on the phone or sending an email and waiting for a response. Consumers value the instant service they get whether at home, at work, or on the go. Chatbots are also available if you do not have the manpower for instant chat. Chatbots can answer FAQs, place orders, and put customers in touch with customer service.
- Voice Search Alexa, Google and Siri have changed how consumers interact with businesses and how they receive information. When you ask them a question, you get one direct answer instead of multiple pages of search results. It’s important to ensure these voice providers (Google, Apple, and Microsoft) are communicating the correct facts about your business. Something incorrect? Here’s how to fix your business information on Google.
- Experiential Marketing In an effort to “surprise and delight,” companies are starting to entertain more and more in their marketing campaigns. Experiential marketing actively engages consumers by involving them in a brand experience. These experiences put your product directly in front of your customer while also allowing for open-ended dialogue. Not only will you get great feedback, but a great experience will leave a lasting impression far longer than other types of advertising.
- Keeping it Real Consumers are sick of being promised the best and not receiving it, and many have stopped paying attention to advertising because they do not believe it to be true. Brutal honesty is proving to go a long way with consumers who appreciate knowing up front what is great and what could use improvement. If you make a mistake, fess up to it. Not only do customers feel more prepared and informed, your company will be seen as trustworthy and real, which go a long way.
If you aren’t using any of these trends in your current marketing plan, it’s time to get started. Which one sounds most appropriate for your business? Need some guidance? We can help.