Relying on marketing practices you know inside and out can be reassuring and predictable. You are almost certain that you will get results and prove the value of your campaign to the higher circles. But when it comes to marketing, consumers rule. Their dwindling attention spans and the technology and content they respond to to drive emerging marketing tactics and trends.
Some trends can disappear quickly. However, business leaders must constantly adapt and update their approach to advertising and consumer reach. That’s because changes in an audience’s buying behavior, preferences, and values can quickly render the methods marketers use irrelevant. Staying abreast of new developments can lead to more effective campaigns and better results. Here are four marketing trends ahead and why they’re worth paying attention to.
1. Influencers become established brand ambassadors
Let’s say you see an online ad for a brand new car. It’s from a company you’ve never heard of. In addition, it is an electric vehicle. You’re curious about the technology and the brand, but you’re also not sure you can trust it. So you close the ad and decide to stick with the vehicle that’s in your garage.
Later in the week, a friend starts to get excited about their new car, the same one you saw in the online ad. They praise the powertrain, the smooth acceleration and the comfortable interior. Your friend also says it was easy to switch to electric because the company installed a home charging station. Based on your friend’s information, you are now convinced to give this wonder car a try. That is the power of word of mouth.
Influencers leverage this impact by promoting a company’s brands and products to audiences they already trust. It is a growth marketing strategy that can increase brand awareness and generate new leads. While influencer marketing is not a new idea, companies are becoming more and more strategic about it. Brands form lasting relationships with influencers and turn them into brand ambassadors to achieve long-term results.
2. Interactive content gives static posts a run for their money
In a crowded content world, it is becoming increasingly difficult for brands to stand out. Getting someone’s attention is not as easy as it once was as the consumer’s attention span is decreasing. With the average now coming in at about eight seconds, people even struggle to watch 4-minute videos at all. Instead, it’s the shorter 15-second content that wins.
Likewise, static content that doesn’t appeal to the audience is declining in popularity. Online audiences want to connect with brands through their messages. Instead of just reading tips, they may want to use an infographic or take a quiz. Contests are another example of interactive content that companies are experimenting with. Posting these on social media is one way to do this. However, some brands link physical and digital experiences together.
For example, a company with a retail footprint might start a scavenger hunt. Customers visit local stores to find specific items and take photos of those products. They post their photos on the brand’s social media page to officially enter the competition. The company gets retail and online traffic and user-generated content to promote.
Speaking of social media, the public is getting bored with traditional posts that show an image and a little caption with links. They are more attracted to videos that mimic live experiences. Roles that show someone using products in everyday situations are more effective than still photos.
Audiences seeking two-way experiences also find live streaming on social platforms more appealing. Event broadcasts, behind-the-scenes videos, and live product launch demonstrations are just a few examples. If the audience sees something happening, they’re more likely to feel like they’re there.
Such content is not just an advertisement asking them to buy something. Instead, it’s a demonstration of how a brand or product fits with customers’ values and identities. Interactive and live videos are better at creating an emotional connection. Consumers can see who represents the brand and learn about a company’s unique mission or personality. More importantly, they experience what it’s like to be part of who and what that brand is.
4. AI collects more accurate data
Successful marketers know that brilliant campaigns don’t come out of thin air or gut feelings. Solid creative execution is based on data from consumer feedback, surveys, and focus groups. However, traditional market research methods also present challenges.
The data can become irrelevant in rapidly changing environments and biases can influence the structure of questions. Consumers may also feel uncomfortable disclosing the whole truth and nothing but the truth. Fortunately, real-time interactions with chatbots and other forms of AI can reveal insights that conventional research lacks.
Marketers are starting to use data from messaging platforms and automated technologies, such as website heatmaps, to guide their strategies. AI also builds buyer personas, helping marketers create personalized content, and determine which audiences to target. As real-time first-party data becomes more accessible and accurate, the reliance on third-party historical and historical research may decrease.
Why these marketing trends matter
Undoubtedly, trends can appear one day and be gone the next. Still, companies looking to reach audiences and generate leads need to experiment with emerging consumer preferences and discover what works. Developing marketing trends, such as long-term influencer relationships and AI-gathered data, are beginning to shape winning strategies. Integrating these changes into your advertising and outreach campaigns can help you move forward.